Whitbread is to spend £10m on rebranding its Brewers Fayre chain of pub restaurants, according to marketing magazine Marketing Week. Brewsters, the new family concept that features play areas with CCTV, children's security tags and Sony PlayStations. is to be introduced in 120 of its 390 sites. The current Charlie Chalk play areas will be phased out with a new character Brewster the Bear taking over. The remaining 270 sites will be repositioned to focus on the adult market.
Initially the two concepts will be dual branded but Brewsters is expected to drop the Brewers Fayre connection at a later date.
(See M&C Report Online News, week 11, March 20).
Initially the two concepts will be dual branded but Brewsters is expected to drop the Brewers Fayre connection at a later date.
(See M&C Report Online News, week 11, March 20).
