M&B to segment Vintage Inns brand
Mitchells & Butlers is to segment one of the most profitable casual-dining brands in Europe as part of the ongoing development of its country pub dining business.
Vintage Inns, which is thought to make a profit contribution to the group of between £50m and £60m, is to be segmented into four
different concepts under a new division called Country Pub Dining.
The core brand, which will remain the biggest element of the division, is to be reinvigorated while three further bistro formats will be established using existing Vintage Inns sites.
The three unbranded formats, which have various code names, are being developed in conjunction with partners, including Paul and Sue Salisbury, who have worked with M&B to develop and rollout the Project S premium dining concept.
The strategy is to create three more offers that bridge the gap in price, sophistication and operational complexity between Vintage Inns and Project S. The core Vintage Inns brand is to be generally updated with less overt branding. The green and gold "Innkeeping with tradition" signage is to be removed.
"Bistro I", or Project Joro as it has been dubbed, is a contemporary country-
dining concept that appeals to a younger and more female segment.
"Bistro II", or Project Susa, has been developed in conjunction with the Salisburys and is more traditional, featuring modern British dishes - "with a twist".
Bistro III, or Project Phar, is still being developed and is described as "All Bar One meets country pub".
Vintage Inns is thought to be the most profitable casual dining chain in the UK, if not Europe, making more than other large-scale chains such as Pizza Express and Brewers Fayre.
food standard is set to soar
On the future of pub dining, Tony Hughes, managing director of M&B's pub
restaurants, said: "I think gastronomic standards will increase dramatically in the next five years and we have to compete. We need to apply all our corporate benefits and scale but hide it from the customer. The only place they should see it is in the menu price."
