Greene King refines strategy by putting a simpler brand structure on the menu

Greene King, Hungry Horse

Greene King has reiterated plans to consolidate its business around four key brands moving forward.

One of the company’s key objectives as part of its long-term strategy is to “build brands that customers admire” and as a result it will now focus purely on its Greene King, Chef & Brewer, Farmhouse Inns and Hungry Horse brands.

The company insists that the Greene King pub brand has significant untapped provenance based on 219 years of history, particularly as it has redeveloped its proposition to reflect its ambition to be “the best pub in the neighbourhood”.

Story continues below

It is now extending the brand into more food-led pubs where appropriate, which will see added focus on its kitchens.

Chef & Brewer is its country pub brand with a focus on both the ‘chef’ and the ‘brewer’ essential for success. It caters effectively for customers looking to refuel on a casual basis, as well as customers treating their visit as a special occasion.

Farmhouse Inns is the firm’s out-of-town, food-led brand where families and friends can order from either our carvery offer or main menu. Bosses insists it is an extremely popular brand with customers, pointing to the latest MCA Pub Brand Monitor in which customers placed Farmhouse Inns first across all large pub brands for food quality, drink quality, friendly service, menu choice and value for money.

Finally, it is also focusing its growth on Hungry Horse, which boasts of “generous value, every day”. It is located in both local communities and in destination sites and is able to cater for a broad set of customer occasions ranging from adult football watching to family dining due to the average pub size and internal segmentation of the pub.

“All our other pub brands have either been replaced (e.g. Fayre & Square) or will be subsumed into these four brands over the course of the new year,” the company explained. “This emphasis on four brands will help to deliver significant business simplification and efficiency improvements while at the same time allow us to continue tailoring a pub’s offer to local customer needs.”

Greene King said that using this simpler brand structure will also help it keep a tighter focus on the four brand propositions and drive up Net Promoter Scores (NPS) and customer satisfaction.

Greene King this morning published preliminary results for the year to 29 April 2018. Revenue slipped 2% to £2.17 billion, but statutory profit before tax was up 7% to £197.5m.

Tags : Greene King
Andrew Seymour

The author Andrew Seymour

Leave a Response