the UK based Restaurant and Hotel Review

Who are the VIRTIES?
Where do they hang out? Dine Out? Drink? Dance?
Dine Online will enlighten you!

  If you're in your mid to late twenties, hanker after Prada and Gucci, but shop primarily at Oasis, Reiss and French Connection, go out four to five times a week, have taken out a pension, but won't plan past tomorrow, you are part of a new generation of consumers.

The Virtie or the Virtual thirty-something is in their mid to late twenties, is part of the new economy, is proud to be web-wise and has a work hard play hard mentality with a desire to spend their chunky salaries out on the town.  Whilst still in their twenties, they are aware of the landmark thirtieth birthday looming and are making some practical lifestyle changes.

The virtie is made up of a mass of contradictions.  With highly aspirational and sophisticated tastes, they are most comfortable with the mainstream and the accessible.  They pride themselves on their spontaneity, but are totally predictable.  They wear their young and single status like a badge, but secretly want to settle down.  Whilst they have stopped clubbing, the desire to go out is stronger than ever.  

Welcome to the cash-rich time-poor world of the virtie as revealed by Tiger Tiger, the one stop 1800 capacity super venue on Haymarket, in the heart of the West End.

Housing several bars, a restaurant, club and cafe as well as cashpoint facilities, Tiger Tiger, since opening in December 1998, has experienced phenomenal success by appealing to a very specific, but largely uncatered for market.  

With 15,000 people going through their doors every week, the operators of Tiger Tiger have had time to study and categorise their target market ready for a whole series of new openings this year including three new Tiger Tiger venues in Manchester, Leeds and Birmingham as well as the launch of a sister venue, On Anon opening at the end of April in the historic Pavilion on Piccadilly Circus.

The brains behind Tiger Tiger and its future expansion believes this generation of consumer is set to grow as people marry later or return to the social scene post-divorce or separation.  The single lifestyle is very much on the increase with the twenties becoming a transition period in which the responsibilities of adulthood are delayed.  Extravagance and excess are on the increase and monogamy in decline.

One Stop Venues for Virties

The virtie wants to drink cocktails in a venue which has some style, sophistication and service, but they donšt want the aggravation of trawling around town trying to to blag their way into the real trendy bars nor do they want to risk the humiliation of being turned away.

They want somewhere lively with music, but somewhere where they can chat and meet others.  To be able to stay out until late, eat, dance the night away or just socialise with friends, but have done with clubbing all night.  Nor do they have the energy or inclination to plan an itinerary for the night taking in a bar, then restaurant followed by a somewhere they can dance.

Tiger Tiger is a multifunctional venue designed to meet the needs of the new virtie generation by offering more than the ubiquitous and often bland high street bars, but without the elitism and door police often prevalent in the capital's uber-cool venues.

The music policy at Tiger Tiger is mainstream with a few clubby tracks thrown in to reflect  the virtie's musical tastes whose favourite radio station is Magic though in public they are more likely to tune into Virgin or Kiss, depending on who they are with.  

Tiger Tiger is also aware that the virtie is going out four to five times a week for different reasons and with different people and as such offers five bars, each with a different vibe and look to match a whole range of occasions and moods.  

The operators of Tiger Tiger are more than aware that the key to successful venues is offering multi-functionality within stylish yet accessible environments along with a late night offering.  Cocktails and premium bottled beers are an essential ingredient as the virtie has sophisticated tastes whilst  food must be flexible - they choose casual yet fun restaurants for more formal dining and, as the virtie likes to graze (nibble on small tasting plates not chew grass!), they tend to pick bars that offer bar food!

So, whether you get the virtie vibe or not, there is no doubt that this market is set to grow and with them the number of multifunctional venues designed to cater for them - going out is destined to be a one-stop and as such much easier affair - we'll drink to that!

Are you a virtie?

Here's all the low down on Tiger Tiger

NB Dine Online is an independent review magazine. We have no business connections with any of the restaurants and hotels we write about. We do not make bookings or reservations for you!

Back to Dine Online Home Page

Dine Online Copyright Clifton Media Associates May 2000, All rights reserved.

Views or opinions expressed by authors are not necessarily those of the publishers, Clifton Media Associates. While every care is taken in compiling this publication, the publishers cannot assume responsibility for any effects arising therefrom.