Provenance Inns Group, a food-focused chain of pubs in Yorkshire, has unveiled plans to add a new brand to its portfolio.
The organisation is gearing up to launch the ‘Yorkshire Steakhouse & Grill’ at The Oak Tree Inn in Helperby, one of seven sites that it operates.
The launch of the brand will officially take place on Thursday 12 March.
A significant feature of the new brand launch is a £10,000 investment in a two-tonne, 400°C wood burning oven, which will produce a large variety of chargrilled meat, fish and seafood served-up with a healthy side of salads or vegetables for the new steakhouse menu.
Michael Ibbotson, director of Provenance Inns & Hotels (pictured above right with co-founder Chris Blundell), said: “The introduction of our new brand, the Yorkshire Steakhouse, in addition to our country inns and boutique hotel will provide us with three very distinct areas for future growth.”
“By creating three distinct brands it will enable us to market our businesses separately and more effectively while ensuring our quality, service levels and F&B components are finely tuned in accordance with each market.”
The Group, which includes Harrogate’s latest boutique hotel, the West Park hotel, also owns The Black Bull Inn in Moulton, The Carpenters Arms in Felixkirk, The Punch Bowl Inn in Marton-cum-Grafton, The Crown and Cushion in Welburn and The Durham Ox in Crayke.
Ibbotson added that the investment in a new menu concept and equipment would reinforce the group’s emphasis on quality and innovation.
“This investment fulfils our pledge to our customers to deliver the best local produce, cooked to perfection in a comfortable yet stylish environment,” he said.