People urged to back Burton businesses as town centre project nears completion

September 8, 2023

People are being urged to find out what their independent local town centre businesses have to offer in Burton this autumn following the completion of a nine-month road project.

After operating solely as a restaurant since the pandemic, The Dial – in Station Street – has reopened tables for customers simply wanting to enjoy a cocktail.

The Dial is run by husband-and-wife team, James and Emily Weeks, who are both passionate about trading in Burton.

James said: “Our staff often mention how they miss those customers who just come in for a drink so it would be lovely to have them back.”

The bar restaurant opened in the heart of Burton in 2002 and it quickly became renowned for its variety of cocktails. Their popular Malteser cheesecake is just one staple that has remained on the menu from the very beginning.

James said: “It was a really tough first couple of years, where people often said to us this will never work in Burton and I think that drove us on more than anything. We were determined to make sure it would and here we are 20 years later.”

After the coronavirus pandemic left the hospitality industry on its knees, businesses are now being heavily hit by the cost-of-living crisis, with produce doubling in price.

James and Emily are determined to prevent this from affecting their customers as much as possible. They have introduced a value lunch menu at £10 a head in addition to weekday deals including 20 per cent off their tapas menu on Thursday and ‘Treat Wednesday’ where steaks and burgers are 20 per cent off.

James said: “We are just trying to offer that extra value at a time where it is really important when people are watching those pennies.”

Helping young people into employment is another top priority for the Burton business.

The Dial is currently on the lookout for two chef apprentices to work with their talented team of 16 – many of whom were recruited from the restaurant’s apprenticeship scheme.

The only entry requirement is to have a passion for cooking. Anyone interested in applying for the apprenticeship can email:

Staffordshire County Council’s deputy leader and cabinet member for economy and skills Philip White said: “Our independent businesses are an invaluable part of our town centres and as a county council supporting them is one of our priorities.

“The Dial has enjoyed success in Burton over many years and is a great example of the sort of business we want to see thriving in the town.

It offers a great dining experience and is helping people to make the first steps into a career in the hospitality sector and to get the qualifications they need.

If you’ve not visited before or haven’t done so for a while, we would encourage you to do so now.

“We understand recent works in the town centre have caused disruption, but we hope ultimately the project will help to reduce congestion and boost footfall in Burton.”

The Station Street and Union Street cycleway project will be completed on September 18.

The project’s funding came from a Department of Transport programme specifically to improve walking and cycling routes. It is not associated with the county council’s road maintenance budget.


Call the Business Helpline to find out how we can help your business. Call 0300 111 8002.