AN upmarket Chippenham restaurant that cost £250,000 to set up has closed just a year after it opened because the town could not stomach its high-quality food, according to its owner.

Simon Cocking, who owns Hardy's restaurant in Market Place, said he had conducted research into the need for an upmarket restaurant in the town, but had been surprised at the lack of appreciation for the quality of the ingredients and meals available at his restaurant.

"Back in 2001, we researched the business very carefully and different groups of people were keen to see a restaurant of that quality come to Chippenham," said Mr Cocking.

"A lot of people said 'At last we've got a classy contemporary restaurant, which serves good quality food within walking distance.'

"But I don't think there was any great appreciation that we used the finest quality ingredients from the best sources, which makes a huge difference to taste.

"I think more people are interested in food today, but I don't think the quality of the ingredients is in the forefront of their minds."

But the owner of the Angel Hotel, which stands just across from Hardy's, disagreed with Mr Cocking's view that Chippenham's diners do not appreciate fine dining.

"We get people from all backgrounds using our restaurant," he said. "People for whom coming to our restaurant is a special occasion, other people who are regular diners and people who want to see what it's all about.

"He (Mr Cocking) obviously didn't do a proper business plan if in such a short time he's closing down.

"I think Chippenham is sophisticated enough for an upmarket restaurant."

Hardy's is now for sale through Bristol-based agent Christie & Co, priced at £90,000, but Mr Cocking maintains that the restaurant broke even, and financial factors did not contribute towards his decision to sell-up.

He says it was regularly filled to capacity, but admitted there had been some problems in recruiting kitchen staff and that he had spent a great deal of time overseeing the kitchens himself.

"We had a few problems but that doesn't mean to say Wiltshire doesn't have any skilled chefs, it just means they were happy where they were working," he said.

Mr Cocking revealed that he had interviewed more than 60 chefs and even brought people over from Italy and France for interview.

Mr Cocking said one of the reasons for the sale was that he wanted a change in lifestyle, and to be able to have more customer contact rather than to be based in the kitchen.

He explained that the opportunity to run a new company in Calne had arisen and he and his partner Daniela Scarpino had jumped at it.

The new venture, a high-quality food distribution company called the Bespoke Food Company Ltd, will open in September and will be based on the Portemarsh Industrial Estate.

It will bring 12 jobs to Calne and will initially sell more than 1,000 products ranging from snails to chips.

Mr Cocking said the restaurant is under offer from another restaurateur, who is keen to maintain its contemporary feel.