Marston’s is to ramp up the roll out of its all-day mass market Generous George concept, which will see the fledgling brand grow to 10 sites, M&C has learnt.
The company, which launched the format in the second half of 2014, currently operates seven sites under the concept, after converting one of its recent acquisitions from Greene King, the Ladygrove in Didcot.
It has also lined up the second Greene King acquisition, the Sunnyside in Northampton. and the Maple Tree near Doncaster for conversion to the concept.
M&C understands that the company is also set to convert its Hilton Brook site in Derby to Generous George early next year.
Earlier this year, Ralph Findlay, chief executive of Marston’s, told M&C the company planned to open a only further three to four Generous George sites over the next year.
On the focus for 2016, Findlay said: “We are continuing to develop within the pub-restaurant category what we are doing with rotisserie, pizza and carvery.
“Generous George has been working really well for us in the sites we have trialled it in. That will be a focus for us going forward and we will probably add another three to four units in the coming financial year.”
