One of the biggest culture shocks when visiting the US is the can-do attitude to restaurant service, from the lowliest fast-food joint to top gourmet destinations.

The latest addition to Brighton Marina’s Waterfront is hoping to use some of that positive service culture to create a destination restaurant, and possibly even a brand new chain of American-style restaurants and bars.

Coast To Coast is the latest project by The Restaurant Group, owners of the 200-strong Frankie And Benny’s chain. The new restaurant, opening on Monday on the site of the former Strada, is the first Coast To Coast to open anywhere in the world.

“We know the area and the success we have already had here with Frankie And Benny’s,” says The Restaurant Group’s area manager Chris Thynne.

“We believe the market here is crying out for a restaurant of this standard.”

Coast To Coast takes its inspiration from Route 50, the 3,000-mile highway which traverses the US, from the Atlantic to the Pacific. Also known as the Lincoln Highway, the road tak es inmore than a dozen states – something which the restaurant menu takes into account, offering a variety of classic American dishes from Chicago deep-pan pizzas to southwestern barbecue in a menu developed by Brighton-based executive chef Simon Xavier.

“We use fantastic ingredients,” says general manager Andrew Dempster.

“One of our signature dishes is the Casterbridge rump steak. The only other restaurant we know of which offers that dish is Gordon Ramsay’s Maze Grill [in London’s Grosvenor Square]. His steak is only aged 21 days whereas we use 28 day-aged meat, and you’re not paying his prices!”

Other highlights include twists on the classic hotdog, sizzling fajitas, chicken and sweetcorn chowder served in an oven-baked cobb roll, and New York calzone pizzas.

“It’s a relaxed and informal dining experience,” says Thynne.

“Families are very welcome, but we’re not going to be having children’s parties.”

The restaurant decor reflects its continent-traversing origins, with memorabilia from across the US on display, and subtle reproductions of the route map above comfortable booth and banquette seating with low-level lighting.

Another big part of the new restaurant is its bar. Rather than being a cramped holding space where diners can wait for tables, it has been designed to be a destination in its own right – with bar staff all trained to mix cocktails by mixologist and drinks expert Andrew Pearson, as seen on BBC Two’s Something For The Weekend.

“We have spent two weeks of 12-hour days working on everything from the fermentation and distillation process to the differences between Scottish, Irish, American and Japanese whiskies,” says Pearson.

“In the US and Australia service is seen as a profession, in the same way as being a chef or sommelier. What we want to get across here is that we are not serving people, we are hosting them.”

“We have a vibrant, fantastic bar area,” adds Dempster.

“There is no obligation to come here and eat, we want to break down the perception that you go to a restaurant solely for food.”

Similar to the bar staff, all Coast To Coast’s waiters are taken through a two-week training course, regardless of experience. And the restaurant’s chefs have all spent the past few weeks working together as a 15-strong team at a sister restaurant.

“Our ethos is a culture of genuine hospitality,” says Dempster.

“We are here to look after you – we understand that every guest is different.

“We don’t have anything marked with a ‘V’ on the menu – if someone wants something that isn’t on the menu, or a vegetarian version, we have the fresh ingredients to make it.

“We want to become known for our service – we see it as a career for these guys – they are professionals.”

* Call 01273 626170.

SAMPLE THE MENU

* Breakfasts from 9am to noon

* Lunch menu available Mon to Sat 11am to 5pm

EVENING MENU:

* Pizzas including Chicago deep-dish Denver feast, Philly steak and cheese, New Jersey pork and New York calzone, £8.25

* Pasta and bakes including spaghetti bolognese, blue cheese and mushroom penne and lasagne, from £8.25

* Fajitas from £14.95

* Premium burgers including cheese, blue and black, chilli special and veggie, from £9.95 *

Salads from £9.95

* Southwestern specials including stateside hotdogs, cajun chicken, Kentucky wings and BBQ ribs, from £8.95

* Grills including steak and fries, 8oz Casterbridge and 8oz sirloin from £11.95

* Hot baked wraps from £8.75

* Desserts change daily