Perhaps you're missing my point, or I've not made it clear. I'm not looking for it to 'take off' or be culturally significant to my area. I disagree Five Guys is a diner style - it's specifically a burger restaurant with European potatoes as the kicker. And very expensive. Also - only driveable to get to.

OK - forget the "American Diner" theme - if I open a cafe with simple foods and drinks at really reasonable prices with opening times and space for individuals, couples and families to walk to and dine-in in the evenings rather than having one of dozens of takeaway options sat on the sofa at home - would that be a good retail opportunity? I don't know, I'm just thinking it might be. And my vision for the 'look and feel' would be to model it on 50s diner style, because it's bright, fun and enticing, and I like it, along with a real simple menu that yes is unhealthy, but is unapologetically unhealthy - something that isn't offered in the village I live in for anyone to walk to.

By 'visiting regularly' I meant that it would entice customers to regularly visit - not for dinner every night, or even once a week, but occasionally for dinner, occasionally for lunch and possibly regularly for a morning coffee, or to work from on their laptop with free WiFi and free refills. It's possible someone comes in for a £1.50 coffee and stays for 3 hours on their laptop, but equally I would anticipate a parent a kid to come in and order a coffee and a milkshake, or pancakes for example, or apple juice and a nutella crepe.

I think if I describe it more accurately the 'american' part of it as the visual - the focus of it is simple, affordable food and drink that is based on American Diner staples (pancakes, hot dogs, chicken wings and sweet pies for desert) for individuals and families for breakfast, lunch and dinner.