Greene King name to become ‘significant’ retail brand across the UK
- Credit: Archant
The Greene King name will be appearing on even more pubs as a result of streamlining in the enlarged group’s portfolio of brands.
Last summer’s acquisition of the Sprit Pub Company left Greene King with around 20 different pub and restaurant formats and it now plans to reduce this to “around 10”, with five being earmarked for growth.
These include the flagship Greene King identity plus the Hungry Horse, Flaming Grill, Farmhouse Inns and Chef & Brewer brands.
More than 300 pubs will be transferred to these brands over the next three years, starting with the conversion of around 100 sites currently carryinig the Fayre & Square identity – most of them to the Hungry Horse format.
The group also plans to simplify its Local Pubs estate, reducing the number of formats and replacing any existing retail branding with the Greene King name, turning it into “a significant pub retail brand” across the UK.
Greene King also plans to continue to develop its hotels business and its premium London pub format, Metropolitan.