Baer said the company’s 100th site, the Hogarth in Bolton, which opened last week, represented “the evolution of Amber Taverns” with a premium offer married to a core selection of affordable drinks and a quality audio visual package. He said it showed the company could operate successful high-street venues as well as community locals.
“We are happy to look at high street sites and confident we can perform well there”, Baer said. “Our new Preston site is a high street location. There is a Lloyds No 1 opposite, but we feel we can compete. We feel equally comfortable in high street venues and community pubs.”
Moving up the value chain
He said operators were increasingly moving up the value chain, including Spirit, which last week announced plans to expand its Golden Oak Inns concept.
He said: “I can see Spirit doing very well with that concept. It’s different for us. If you are unbranded you can go up the value chain but it’s always about location. You start with the location and choose the right offer to fit with it rather than say ‘this is our brand’ and imposing it.”
He said Amber Taverns would consider a group acquisition, but stressed “we have been successful by cherry picking the best pubs and that will remain our approach”.
He said the company was considering a number of opportunities and that the target remained to open around a dozen sites a year, but would “consider quickening the pace”.