Whitbread ramps up investment in Brewers Fayre

Whitbread aims to grow its share of the competitive value-for-money pub food market with a £4.75m investment programme in its Brewers Fayre brand.

The leisure group says it has seen a resurgence in the brand's popularity as UK consumers look for good value pub food as household budgets tighten.

Managed pub groups are vying for a share of the value market, with the 137 Brewers Fayre outlets competing with brands such as Mitchells & Butlers' Harvester and Toby Carvery chains, as well as mid-market offers from Spirit and Orchid.

The new cash will be used to refurbish 20 sites before Christmas, and another 18 early in 2009.

Whitbread said the introduction of a weekday 'two for £9' food offer at Brewers Fayre last year has boosted sales, with like-for-likes up 1.3 per cent year-on-year and midweek covers up 15.7 per cent.

Patrick Dempsey, managing director of Whitbread Hotels and Restaurants, said: "Brewers Fayre was established over 25 years ago and since then the market has become flooded with competitor value propositions.

"Our offering to the Brewers Fayre customer is simple - to serve Britain's Favourite Pub Food at great value, without compromising on quality, in a comfortable and welcoming environment."

Brewers Fayre recently opened its first new site since 2005 - the Wobbly Wheel at Banbury, Oxfordshire, next to a Premier Inn.