Luminar diversifies to grow midweek trade

Luminar is banking on everything from boxing bouts to company bashes to drive trade through the week at its town centre bars.

Slamming operators who simply wring their hands and bemoan the poor state of Sunday to Thursday trading, Luminar chief executive Steve Thomas is doing something about it.

The late night bar specialist has announced a £100m investment to bring more than 100 more of its bars up to the same standard as the flagship Chicago Rock Cafe and Jumpin Jaks chains.

Four additional brands are being rolled out, including the Liquid chain and new brands Oceana, Lava/Ignite and Life.

While all are focused on the late-night dancing market, "there is also an awful lot of function business out there, and we're determined to get it," said Mr Thomas.

The refurbished bars will have kitchens, "so we can offer a high standard of catering," as well as where possible big screen TVs and arena seating in order to show major sporting events.

"We want to be the first choice for everything from a company dinner-and-dance to the big football matches and boxing bouts," said Mr Thomas.

"Clearly trading is tough for everyone through the week, but it's not enough to just moan about it. Some operators seem to think you can't do any more than open the doors and see if any customers come through. "There's trade out there, and we're making sure our bars will be the first choice in every town we operate in."

Related articles:​

Luminar in £100m brands rollout (12 November 2003)