Annual report 2016


Focus area Best for Customers

We aim to be the best in the eyes of the customer, which means offering our customers industry‑leading value, service and quality, delivered by the best people and in high quality, appealing pubs with clear and exciting brands and formats.

We acquired a strong portfolio of brands with Spirit and, together with the existing Greene King brands and formats, we have begun a brand optimisation programme. We reviewed the combined portfolio in order to select those brands and formats that will drive future growth.

We considered:

  • the relevance of the brand or format to current and future customers;
  • long-term opportunities to grow and expand the brand;
  • financial performance; and
  • proximity to other brands within the combined group to ensure that we have a balanced portfolio.

Following the review, our five growth brands are Hungry Horse, Flaming Grill, Chef & Brewer, Farmhouse Inns and the Greene King locals estate brand.

We then matched each pub with the most appropriate brand and selected a number of pubs in which to trial brand changes.


In winter 2015, the ‘Bees Knees’ Fayre & Square in Leicester reopened as the ‘Bees Knees’ Hungry Horse – a pub restaurant focusing on great value food and with zoning allowing more families to dine in a comfortable environment, while other customers enjoy the option to watch sport.

We are very pleased with the results to date: average weekly turnover has increased by 42% and we have generated a strong return on our investment.

We have had some positive feedback from our customers too!

Average weekly takings

We commissioned a third party to ask our customers what they thought of the change for their local pub to the Hungry Horse brand.

This research has confirmed that there is now an increased intention to eat in the restaurant both during the day and in the evening. It has also confirmed that the pub has become more family friendly and likely to be chosen as a venue to celebrate special occasions. These results are in line without overall strategic objective to build strong and attractive brands and within this to broaden the appeal of our pubs.

Looking ahead, for each of the following activities below, please say whether you think you will do this more often than before in this pub restaurant?

Source: PDIQ Brand Conversion Research (Dec 2015)