Madditional

More details about the translated Cheapo, taken from the blog of "specialist branding agency" Underscore.

The owners appointed underscore to devise the name and create a fresh and funky brand to take their exciting concept to the market. The name itself is a mix of the words Mango and Addict, as most choices on their truly unique menu contain the superfruit Mango in some shape of form ...Our communications needed to be playful, versatile and bold to establish a new brand in such a busy location as Soho – which is why MADD is the perfect name for this destination restaurant.

So now you know the Rest of the Story. An "exciting concept" indeed.

Oh, and if you have any allergies, please let them know before ordering. Thank you.

Cheapo gone MADD

Saw this for myself tonight, already knowing it was inevitable, as I had seen, a few days after the last entry, signs of some kind of counter being put up in the Cheapo Cheapo Records space, but above is final proof. It has happened. The shop I loved, the place which sustained me through amateur and professional associations (oh, read the relevant entries, if you can be bothered to find them) is now ... "London's first mango-based dessert and coffee lounge."

Don't get me wrong: I endorse the consumption of fruit - at least in theory. And it's a  bold move to have an eaterie in the heart of London's West End. Who could have seen that coming? But will the customers be nourished as I was?

Cheapo Cheapo Records update February 2011

I'm delighted to report that Alastair Dougall (above), the Brighton-based singer songwriter who composed the lament for Cheapo Cheapo Records which you can find in the post here, has now recorded a new version which you can check out on his myspace playlist here, along with an album's worth of other tracks.