I hadn't seen that link. However, that is the kind of concept I think would work. I don't like the name.."The London Cocktail Club"..it sounRAB too stuffy.
But a fun, party bar, serving a selection of trendy dishes to share could be a big hit. How many girls (of any age) want to sit down to a serious meal when they are out for a good night. Low comfortable seating, a laid-back atmosphere with some good music. Cocktails, decent selection of wines, shots, interesting bottled lagers, and a range of modern, easily prepared dishes that could be consumed or shared without any fuss. Of course, that concept is more of a bar that does food..not a restaurant that does cocktails. Which begs the question..why enter the show, unless it's for publicity ?
I do think the "winkers" have a grasp of the most important concept of any business..profit. I agree, they are very much style over substance, but that often works in any sector of the market.