Orchid toasts first 'pizza pub' launch

Managed pub operator Orchid has converted its first pub to its new "pizza pub" concept.

Like-for-like sales at the George in Harpenden, Hertfordshire, increased 60% last week following the £80,000 pizza pub conversion, which is part of a new pizza strategy for Orchid.

The George is the first pub to be converted to the Pizza Kitchen and Bars division. This includes a number of former Bar Room Bar sites, which already have a pizza offering.

Orchid's strategy is to use the expertise developed at Bar Room Bar and apply it across its other pubs.

The concept is centred on high-quality pizzas served in a pub environment.

Fresh dough is used and unusual toppings are offered, including chicken tikka, hoisin duck and sweet chilli chicken.

Future developments for the format could include take-out and delivery options, plus a live music offering, said Pizza Kitchen and Bars' marketing manager Maria Williams.

"The strength of the pizza pub is that it offers high-quality pizza in a casual environment. I think they will start expanding, offering take-out pizza and delivery options.

"I'd also expect customers to soon be able to order off their iPhones.

"During the next few months we'll be focusing on making music an important part of the Pizza Kitchen and Bars offering; right from the background music we play, but also with regular live music evenings."