Why it matters: Until now, VQ (which stands for Vingt-Quatre – "24" in French) has only operated in London's Chelsea and Bloomsbury, making its expansion to "little old Ipswich" a notable vote of confidence in the town.
It also fills a gap in the town's hospitality offering and provides a welcome boost to its nighttime economy.
The details: The 140-cover restaurant occupies the former Byron Burger unit in the Buttermarket Centre, operating Monday to Thursday from 09:00 to 23:00, while on Fridays it opens at 09:00 and doesn't close until 23:00 on Sunday.
The eclectic menu offers something for everyone, with all-day breakfast options including buttermilk pancakes at £9.95, smashed avocado and roast tomatoes for £7.95, and eggs benedict from £7.95.
Main meals include smash burgers from £9.50, beer battered fish and chips at £18.50, teriyaki salmon at £21.95, and BBQ pork ribs at £19.95.
For those with a sweet tooth, desserts include salted caramel churros at £6.95, apple crumble and custard for £7.50, and ice cream at £2.75 per scoop.
The drinks menu is equally varied, featuring everything from freshly squeezed orange juice at £4.50 to cocktails at £11.95, and a selection of wines, beers and alcohol-free options.
Alcohol will only be available to those dining and under-18s must be accompanied by an adult after 23:00.
Behind the scenes: VQ's expansion to Ipswich follows a new investor's insistence that the company venture beyond London, identifying Ipswich as a prime candidate for its first foray outside the city despite having no connections to the town.
Byron had already invested considerably in fitting out the space, and the layout suited VQ's concept perfectly, keeping entry costs low.
The town's demographics also proved attractive to the restaurant group. Ipswich has a high number of shift and blue light workers, which VQ sees as a key customer segment.
The somewhat price-sensitive local market also plays well to the brand's reputation for offering good value for money.
Throughout the process, VQ's leadership team was reportedly impressed with Ipswich Borough Council, despite the council's initial concerns about the late operating licence.
Local expertise: The restaurant has hired staff with deep knowledge of the local market, including several who previously worked in Ipswich's hospitality industry.
The general manager, Ryan, is an Ipswich resident who previously managed the Byron Burger restaurant in the same location, bringing valuable local experience to the new venture.
The bottom line: The restaurant's arrival fills a significant gap in Ipswich's night-time dining options. Outside of fast food establishments, there are very few places to eat after 10pm, making VQ well-positioned to attract trade from theatregoers and attendees of gigs at St Stephen's Church.
As Ipswich continues its regeneration journey, the addition of established brands like VQ represents an important vote of confidence in the town centre. Based on the restaurant's success in London and its carefully considered approach to the Ipswich market, there is every reason to believe this new venture could thrive while contributing positively to the local economy.
