Beefeater, one of the country's oldest and most successful pub food brands, is to be given a new lease of life by owner Whitbread.
The company has announced it is to sell about a quarter of its Beefeater sites as part of dramatic plans to breathe life into the under-performing chain. At the moment there are 230 Beefeaters nationwide and the company claims 80 per cent of the population lives within 10 miles of one of the pubs.
The remaining sites are to have their Beefeater "traditional pub grub" image toned down.
Beefeater is one of the most famous names in the branded pub market and has built its success on traditional pub food such as steaks and prawn cocktail. It now sells 18 million meals every year.
Recently celebrity chef Brian Turner was employed to give the brand's food offering a modern twist and the pubs' menus now include more contemporary dishes including vegetarian meals and lighter options.
But despite Mr Turner's efforts the pubs have been underperforming and Whitbread has decided on a more dramatic plan to revamp the struggling brand.
The company has appointed property agent Gerald Eve to find buyers for between 40 and 60 of its Beefeater sites and is expected to announce plans for the rebranding later this week.