North Brewing Co will look to expand its Taproom concept, with the aim of growing its estate to 20 sites around the country, director John Gyngell tells MCA.
The Leeds-based bar operator and brewery has 10 venues across the North and Midlands, three of which are under the Taproom concept in Leeds, Manchester, and Birmingham.
“We’d like to do another eight taprooms or so,” Gyngell says. “The concept really ties everything together.
“We’ll continue to grow the brewery as well…it’s flying at the moment – we’re selling beer all around the UK and the world.”
The concept differs from North Bars – which is mainly wet-led – owing to a strong food offer in partnership with Little Bao Boy, serving Asian street food.
“It’s pretty much entirely draught-based, so a fixed formula and simple concept.
“The beauty of it is we changed a lot in our 26 years and found a concept that works brilliantly.”
While the business is making its way further South, it is more interested in the unit rather than the city.
“We looked in London last year, but the unit was too small and didn’t feel quite right,” Gyngell adds. “What dictates where we go is whether the premise excites us.
“So the city has to adapt to us, rather than the other way around.”
The brand is on the lookout for areas with both office and residential buildings, preferably with outdoor seating.
It may partner with other food vendors in the future, regardless of cuisine.
“Middle Eastern or tapas would’ve worked as well, but it has to be social and based around sharing – all those things that work in a bar environment.”
With Little Bao Boy also partnering with Sessions, the food offer is opening up opportunities for North Brewing Co, and will be rolled out across the country in new Taprooms.
Having been instrumental in the rise of craft beer in the UK, the brewery side of the business is equally important, according to Gyngell.
The opening of North Bar in Leeds in 1997 made it “probably Britain’s biggest craft beer bar” at the time.
Despite its roots, the business is launching new products in both its bars and retail, having recently experienced a shift towards cocktails as well as low- and no-alcohol.
“The days of having that 7% IPA in your own garden during lockdown are gone. It’s more of a treat or occasion now.
“We’ve also seen a move towards grazing, which really suits bao, dim sum, and dumplings.”
While “nothing has eased” when it comes to cost pressures, the business is focusing on ensuring its offering remains premium.
It offers table service at all venues to add to increase value perception.
“There’s nothing with paying £6 for a pint if it’s good beer,” Gyngell says. “If you have a premium offering, you have to make sure it’s premium.”
Trading patterns have settled with a shift from Fridays to Thursdays.
“Staffing continues to be a bit of a pain, but a year ago, we didn’t really know how to staff a shift. Now it’s calmed down a bit and everyone’s gotten used to the new routine.
“Fridays are coming back a bit, but won’t go back to where it was.”
