A NEW seafront diner has come under fire for using a similar name to that of a burger joint.

Fish + Liquor says it is putting a gourmet twist on seaside favourites such as fish and chips and cocktails from its retro, comic booked-themed restaurant in 11-14 Madeira Drive.

But its name, pronounced ‘fish plus liquor’, bears a striking resemblance to burger chain MEATliquor, in York Place.

MEATliquor opened to Brighton in September 2013 and also serves fast-food and cocktails with a similar comic book-style interior.

Scott Collins, co-founder of MEATliquor, said: “While they say that imitation is the highest form of flattery, this new restaurant is effectively trading on our equity to further its own gains and we are naturally extremely concerned about the potentially damaging effect on our well respected brand.

“So we are at pains to point out that Fish + Liquor is in no way associated with MEATliquor.”

Despite ruffling feathers Fish + Liquor is standing out from its tourist-attracting neighbours with an industrial-themed bar and a 1970’s flat-themed snug at the back for private parties.

The menu includes upgraded versions of classic chippy favourites, such as pea fritter with mint and yoghurt, battered cod fillet in a brioche bun and the fish dog.

A well-stocked bar includes spirits from the city’s first licensed distillery Brighton Gin, and craft beer including East Brighton-brewed Bison Beer APA.

Coffee is roasted in Kemp Town and cakes come from Brighton baker Sticky Fingers with its location opposite the wheel and under the arches providing shelter in the winter.

Owner David Roberts said: “It’s surprisingly hard to find good quality fish and chips in Brighton.

“A lot of places just cater to tourists but I’m looking at Brighton and Hove customers as well.

“It’s a funny area. Along this stretch there are a lot of the same-old businesses that have been here years, but I’m trying to reinvent the area and get in some fresh blood.”

Mr Roberts, who has been “peeling potatoes since the age of 14” and used to manage Barneys, later Hove Kitchen, is not concerned about any confusion over MEATliquor.

He added: “A couple of people have mentioned it. Liquor is the name people use for alcohol these days and we’re completely different inside with a completely different concept.”