Stonegate’s new formats ‘driven by listening to teams & guests’
Launching Heritage Pubs and Pubsmiths this month (November) ‘marks the evolution of Stonegate’s food-focused offer’, the group stated.
Both formats include a number of hand-picked pubs with Heritage focusing on pub classics in a cosy, family-friendly, rural setting while Pubsmiths has a drinks-led offer, in lively social spaces and serving small plates alongside shareable dishes in town and city locations.
Stonegate has invested £150,000 in assets including guest engagement, new menus and digital platforms to help drive the success of the formats.
In-depth data and analysis and market research were the driving forces behind the new formats where the group identified trading profiles and guest behaviours were different across its former Pub & Dining estate.
Results found destination pubs in rural areas often reported a 40% food mix with visitors favouring Sunday lunches and daytime dining whereas town and city sites showed a 20% food mix with peak visits midweek or evenings.
Tailored offer
Stonegate is aiming to provide more tailored offerings as a result of segmenting its food-focused offer into two new formats.
Heritage Pubs comprises 51 sites with an emphasis on food, specifically pub favourites and Sunday roasts with bottomless Yorkshire puddings, gravy and roast potatoes.
The venues will also include a Cask Ale Collector Card, meaning pubgoers can buy six pints and get the seventh free while also hosting events including quiz nights and family-focused activities.
Pubsmiths, known as signature locals, operates across 12 venues, largely in London or on high streets and have a vertical dining experience.
Menus include a plethora of 15 small plates alongside sharers and classic pub ‘go to’ dishes. It aims to be somewhere ideal for social gatherings and spontaneous meet ups, catering to guests who prioritise socialising over formal sit-down dining,
Strategic decision
Stonegate Group CEO David McDowall said: “We recognise there can no longer be a ‘one size fits all’ approach for our pub and dining estate.
“By segmenting these pubs into two new formats, with Heritage Pubs including destination sites and Pubsmiths as town and city pubs, we’re able to better cater to the differing needs of our guests.
“This strategic decision was driven by listening to our team and guests, who shared their preferences, reasons for visiting and suggestions for improvement.
“This evolution is about setting up every site for success, putting the right pubs in the right places with the right offerings and we’re excited to see our guests’ responses.”
Heritage Pubs and Pubsmiths are the latest new formats announced by the group while just last month (October) the business revealed it had ploughed £1m into a new concept in Leeds city centre.
Rita’s Beerhall and Ballroom, which is set to open next month (December), is a former Walkabout site that has been “transformed into a beerhall for cocktail lovers”, according to the pub company.
Moreover, also in October, Stonegate launched a new brand to customers through its pub estate – Social Pub & Kitchen.
The new addition to the Midlands-headquartered firm followed the refurbishment and rebranding of some of its pubs across England and Scotland.
After investing £5m into refurbishing its pubs in its 2024 financial year, Stonegate pledged to invest more cash in 2025 in a bid to enhance its managed estate and support local communities.
