Stonegate invests millions into estate as guests look for new experiences
The Solihull-based firm, which is the UK’s biggest pub company, boasts a 4,500 strong portfolio and has made several investments worth millions of pounds into a number of its brands so far this year.
Moreover, last month, Stonegate CEO David McDowall told The MA the pubco had planned to inject a further £150m into its pubs in the next year as the business looks to “evolve and elevate the pubs and guest experience”.
Going back to September last year, the pubco revealed plans to revamp its Slug & Lettuce brand as part of a £2.6m project, starting with its Grade 11-listed flagship venue in Manchester’s Deansgate following a £680k investment.
Based on guest research conducted by Stonegate in 2022, the new look Slug & Lettuce brand included an evolved colour palette of flamingo pink and jungle green, curated lighting, new booths and feature marble tabletops as well as a number of ‘Instagrammable’ features.
Slug & Lettuce operations director Kate Wilton told The MA: “Deansgate was the obvious selection to be the first one both on a personal level and because it’s such an iconic site on an iconic circuit.
“It is transformational – we have literally taken every element of the bar design book and we made changes.”
Special occasions
In February this year, Stonegate’s managed cocktail bar arm unveiled the second venue boasting the redesign after a £650,000 transformation.
Located in Birmingham’s Brindley Place, the bar reopened on Friday 1 March, showcasing the new bright colour scheme with theatrical cocktail glasses, VIP booth seating and the signature marble and terrazzo tabletops.
Slug & Lettuce head of marketing Becky Southern said: “It’s exciting to see the second new look Slug & Lettuce take shape as we get ready to open our doors with a fabulous offer within a stunning environment.
“We have always listened to our customers to ensure the brand maintains that togetherness vibe, be it celebrate special occasions with groups of friends or to spend time with your bestie.”
Moving to July 2024, Stonegate announced the opening of a new Slug & Lettuce site in Albert Square, Manchester, the third instalment in the investment project.
The renovation breathed a new lease of life and vibrancy into the site, according to newly appointed general manager Simon Pugsley.
He added: “Manchester is now home to two ‘new era’ Slug & Lettuce sites and I am eager to make Albert Square a must- visit destination in the city alongside the already popular Deansgate venue.”
“Going out remains a real priority, but guests are going out at different times and searching for engaging, entertaining venues, and new types of experiences."
Also in July this year, the pubco’s Be At One division, which it acquired in 2018, opened its second Liverpool location, following an £800,000 cash injection.
The new cocktail bar, located on the city’s North John Street, now offers space for 300 guests, with a designated area for cocktail masterclasses.
It also benefitted from the addition of a party mirror in the ladies’ toilets, which changes music and reveals a hidden screen with video content when guests press the right button, as well as a selfie wall and a photobooth.
The site created 14 new job opportunities and welcomed customers back on Friday 2 August.
This month, Stonegate launched a new brand called Social Pub & Kitchen, having invested more than £5m into refurbishing its pubs in its 2024 financial year.
Although Social Pub & Kitchen had been a part of the managed Stonegate portfolio since 2022, it was introduced to consumers for the first time with newly transformed pubs and refreshed branding.
Sites from Stonegate’s Town Pub & Kitchen and Common Room brands moved across to form the Social Pub & Kitchen division – which currently has 127 pubs – made recognisable with shield and Hermes head symbols at each site.
The group’s marketing director James Metcalfe said: “We’ve thoughtfully invested in each site to ensure they are well-positioned for success, providing every pub with its own unique character while maintaining a strong, cohesive identity that celebrates exciting new food innovation, awesome draught beer and best in class sports experience.”
New experiences
Most recently, the business invested £1m into a new day-to-night concept set to launch just before Christmas in Leeds city centre, Rita’s Beerhall and Ballroom.
The new venue, a former Walkabout site on Woodhouse Lane, has been “transformed into a beerhall for cocktail lovers”, Stonegate said.
Stonegate CEO David McDowall commented: “The opportunity within the former Walkabout site was too good to miss, with plenty of space to do the Rita’s concept justice. Our team have had real fun with this one and can’t wait to welcome our first guests."
The concept, named after the Margarita cocktail, will feature a programme of live music, seven days a week alongside live sport and big event screenings with a range of cocktails, beer, pizzas and more also on offer.
McDowall continued: “In the past few years, the way in which guests socialise has rapidly changed.
“Going out remains a real priority, but guests are going out at different times and searching for engaging, entertaining venues, and new types of experiences.
“Rita’s Beerhall and Ballroom brings all of that together with a day-to-night experience like no other. It’s a place where everyone is welcome, and anything can happen.”
