Mitchells & Butlers is on the verge of launching a new casual dining concept aimed squarely at the ‘millennials’ market.
The pub and restaurant group will roll out the rotisserie-style format under the ‘Chicken Society’ brand in the coming weeks.
The company did not elaborate on the location of the first site, but said it would provide it with an opportunity to test a new concept that may be later rolled out to further sites.
“We expect to take the learnings from this and to develop a pipeline of further new concepts this financial year,” it stated.
Chicken Society is the first new brand that Mitchells & Butlers has launched since unveiling Stonehouse back in the summer. Stonehouse is a reinvention of the Crown Carveries brand, featuring a more modern look and with an enhanced menu to attract a broader audience.
The launch of new concepts comes as the company spots an opportunity to seize market share.
Since the summer of 2015, when a sharp rise in annual competitor openings had impacted its midmarket brands in particular, Mitchells & Butlers claims that the rate of openings has “slowed considerably”.
“Net restaurant openings are now broadly flat year-on-year, which gives us an opportunity to win back market share,” it said. “It therefore remains imperative that we focus on our priorities to maintain our competitive position through our range of brands and formats, our high quality locations, and the delivery of our offers to guests.”