Greene King unveils new entertainment-led concept
The operator said the new concept would expand its “expertise” in the dining and hospitality industry and formed part of its long-term investment strategy to create a “balanced portfolio of brands”.
Greene King added HighTales had been created to develop an “experience-led dining concept” with a view to expand the “much-loved traditional pub setting” and offer an enhanced experience that caters for everybody.
Exciting new brand
The concept’s pilot site is set to launch in Stoke-on-Trent this autumn in an ex-Hungry Horse venue.
As well as a varied food and drinks menu, the pilot site will boast a series of experiential zones to cater for all day, everyday occasions, alongside a programme of events from table football and comedy gigs to pop up cinemas and live music so guests can play all day.
The all-day menu will include pub classics from burgers and toasties to footlong pizzas, as well as items more suited to specific times of the day and days of the week while offering great value to diners.
HighTales brand director Nuala Gallagher said: “We’re excited to have officially started our journey in bringing what we believe will be an exciting new brand, unique to anything we have offered before, to our customers, in HighTales.
Memorable mealtimes
“We pride ourselves in delivering the very best experience-led dining concept, whether that’s memorable family mealtimes or enjoying food and drinks with friends, HighTales will go that one step further to provide everyday escapism and guarantee an experience that ticks every box.”
This is the second new concept to be launched by the Suffolk-based operator a brewer this year, which introduced its Nest Pubs brand earlier this year under its franchise arm, Pub Partners, and now has some 10 venues within the portfolio.
Prior to Nest, Greene King Pub Partners opened its first Hive pub in 2021 and has since expanded to 50 sites.
