Brucan Pubs plans to open six sites within the next five years and grow its estate to 20 pubs, co-founder James Lyon-Shaw told MCA.
“The plan was always 20 pubs. That’s the size we’re trying to get to,” he said.
“We’re focusing on the area around the M25 border, the current London commute.”
The pub operator was founded in 2018 by Lyon-Shaw – former operations director at the ETM Group – and Jamie Dobbin, former head chef at the Club at the Ivy.
Earlier this week, Brucan announced the addition of the Star in Witley – leased from Star Pubs & Bars – in Surrey to their portfolio of three locations: the Greene Oak in Windsor, the Drumming Snipe in Mayford, and the Greyhound in Finchampstead.
“People are working from home more often, so we’re trying to give them what they’re used to getting in the city – but at their doorstep,” Lyon-Shaw said.
Brucan plans to continue picking up “old, unloved buildings” to grow their estate of village pubs in areas surrounding London, according to him. The growth strategy is similar to what it was before the pandemic.
“We always had an intention to do that because we foresaw migration out of London,” Lyon-Shaw said. “We take each opportunity as it comes to us.
“We look at whether what we do would be right for the area…it’s about organic growth and trying not to be aggressive.
“We’ve got a good relationship with Star Pubs and Greene King.”
Brucan is also looking to “pick up properties for larger farm shops,” Lyon-Shaw revealed.
The chain turned a private room at their Windsor location into a local store to make it easier for the surrounding community to access food during the pandemic. This became a permanent fixture called Goswell and Bird’s Village Store at its Finchampstead site.
“We realised the brand can grow by itself,” Lyon-Shaw said. “People are more quality-focused now.
“I would rather spend a little bit more a little less often for quality.”
Brucan is now working with distilleries to create its own brand of gin, which will be added to the Village Store’s offering of locally sourced meat and fish, dairy products, seasonal produce, bakery items, and wellness and lifestyle products.
The offering will remain consistent across new sites, with a focus on locally sourced, sustainable produce and traditional pub fare.
“That’s what we’re passionate about,” Lyon-Shaw said. “But we try not to pigeonhole the business. We’ve got to cater for people popping in for a pint or passing by as tourists.
“It’s a bit of everything, but when it comes to guest experience, it makes it a more enjoyable experience for them when they buy into our [sustainability] beliefs.”
As former members of the team behind ETM and the Ivy Collection, Lyon-Shaw and Dobbins draw upon their past experience while curating the Brucan Pubs approach.
“It’s no frills, no fuss, just honest cooking with real passion and integrity,” Lyon-Shaw said. “Our focus is just to get [the Star] open and trading well.
“We’ll see where this year takes us. Obviously it’s pretty rocky for everybody.
“Ultimately what we’re doing is trying to serve people an experience. It’s our job to make sure people have a great time.”
