Greene King doubles Old English Inns estate

Greene King has nearly doubled the size of its Old English Inns brand by clubbing together its characterful pubs and coaching inns in the estate.

It is now made-up of 56 hotels and 45 stand-alone pubs. Its tagline is a "heritage collection of Britain's most characteful hostelries".

The one brand will cover both pubs and hotels because they had a similar customer base.

The new brand template has been rigorously tested at the Fox & Hounds, Wimborne, Dorset.

Eight sites had been developed in the current financial year and they are producing an EBITDA Return on Investment of 57.2%.

A further 23 sites will be developed in the next financial year at a cost of £5.1m. The Old English Inns brand will see an upgraded food and drink offer.

There is be a "value and quality" food offer with two main menu items available in a "two for £9.95 deal".

There will also be enhanced service with customers only needing to visit the bar once and food innovation with a bi-annual chef competition that will see the winning dish moving on to the menu.

Old English Inns will also have a high quality drinks range with a gin and whisky focus, a strong wine list and a focus on cask ale excellence.

Customers will be offered a "unique accommodation proposition" with a three-star accommodation in a heritage inn, pub, breakfast and parking all for £50.

There is also a recession-busting wedding offer with average bookings costing just over £2,500.

The Greene King plans for Hungry Horse and Old English Inns were unveiled at a trip for City analysts to four Greene King pubs today.