Orchid to expand All Inns concept after successful first year

Returns on investments for the family-friendly pub brand, which was launched last year and currently has 16 sites, are running at 30% with average weekly sales lifting from £17,000 to £21,000. Total capex has been £4.25m.

The Rufus Hall-led Orchid said it planned to embrace digital media in its Fuzzy Ed’s Fun Houses sites in All Inns. These include an online party booking system so parents can arrange everything via the website, a Fuzzy Ed’s loyalty scheme targeted at existing loyalty club members with young children, and a smartphone game to increase data capture and sales.

The company has reported an increase in use of its Our Family loyalty card, which allows customers to collect points each time they visit, which are then redeemed via a voucher once they reach a set total. There was a 25% increase in the number of cards used, while total spend on them increased 13% to c£13m.

Loyalty​

The number of Our Family card transactions processed in the business increased by 14% and the average number of times a customer used their card increased from 5.8 in 2012 to 7 in 2013.

Transactions linked to Our Family represented 21% of total sales in the group in the 12 months, up four percentage points on the previous year.

The company said: “For the year, Orchid achieved incredible success in driving increased visits and spend from the existing members, so with a concerted push on additional sign-ups in 2014 pubs are well-placed to drive these figures up still further.”

Training developments in the division this year include: 67 sales ambassadors taking part in a session where they view what they do from customers’ perspective; general managers and chefs taking part in a three-day training programme; and a dedicated training session for all staff, including 247 apprentices.

Development​

In addition, there will be a 12-month development programme for general managers covering topics such as confidence, appraisals, sales and time management.

Regarding investments, Orchid said: “A further 26 investments are in the pipeline, and each one is being strategically planned to ensure the pubs are a vibrant, colourful and welcoming place for all in their local communities.

“Fuzzy Ed’s Funhouses are a key element of All Inns pubs, and exciting new play facilities will be at the heart of new investments, alongside dedicated family dining areas. For young adults, groups of friends and older customers there will also be extensive facilities and dedicated spaces, as well as practical private function areas and fantastic outdoor spaces.”