I will be honest. I was really nervous when Tasty plc announced it had taken over Ludlow’s signature café, De Grey’s to convert it to a Wildwood Kitchen. There was good news when Tasty said it would keep the De Grey’s name and the traditional tearoom and bakery. Tasty also it would keep the De Grey’s sign.

Contact Wildwood at De Grey’s: 01584 701701. Ludlow@wildwoodkitchen.co.uk

I was nervous again when the sign went off for repainting ten days ago fearing it would have a Wildwood makeover but it came back looking almost unaltered.

De Grey's sign being replaced 1000 The De Grey’s sign is replaced after repainting

I haven’t tried the food yet, but the staff were really friendly when I popped in yesterday for a quick nosey around. The place looks good and feels good, so I take my hat off to Tasty plc for resisting giving De Grey’s a full corporate makeover.

Wildwood at De Grey's 1000Wildwood Kitchen at De Grey’s

I picked up a menu while in the restaurant. The front page image is not that of old De Grey’s, not even the current De Grey’s. It shows De Grey’s with a full Wildwood makeover and a really horrid street sign. This is perhaps what the outlet might have looked like if Tasty plc had imposed its branding regardless of the character of the local street. So many other corporate chains ignore local characater – Shoe Zone on King Street for example.

De Greys as Wildwood 1000Was the original scheme for Wildwood at De Grey’s?

Shoe ZoneIt’s not the nicest of buildings, but corporate branding makes it worse

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