Spirit Group's Devco brand development arm has opened its second new-style Firkin, at the Beaconsfield, near Olympia in London.
The trial of the new design is expected to be extended to 10 pubs in all.
Spirit's head of communications, Jill Rawlins, said: "We're not trying to resurrect the Firkin trade-mark, just parts of the concept".
The trial of the new-style Firkin at the Duke in Acton, West London, had been "good", Rawlins said: "The Duke had a fairly tough customer base. Just by changing the offer it melted away and there was a radical change in the people who came into the pub."
New-style Firkins will offer three to six cask ales, often from microbreweries plus a wide range of imported beers. Décor is "light and bright" with mix-and-match furniture, and "good quality pub grub" is an important part of the offer, Rawlins says.
She said: "We are trying to attract both genders, and the idea is that customers appreciate the extra quality of an offer which doesn't lack for value."
At the new Firkin in Olympia, manager Matt Thuys, formerly of the Soho House in London, has distributed 1,000 "free Firkin pint" offers to houses and flats in the area, with a 15% redemption rate so far.
The trial of the new design is expected to be extended to 10 pubs in all.
Spirit's head of communications, Jill Rawlins, said: "We're not trying to resurrect the Firkin trade-mark, just parts of the concept".
The trial of the new-style Firkin at the Duke in Acton, West London, had been "good", Rawlins said: "The Duke had a fairly tough customer base. Just by changing the offer it melted away and there was a radical change in the people who came into the pub."
New-style Firkins will offer three to six cask ales, often from microbreweries plus a wide range of imported beers. Décor is "light and bright" with mix-and-match furniture, and "good quality pub grub" is an important part of the offer, Rawlins says.
She said: "We are trying to attract both genders, and the idea is that customers appreciate the extra quality of an offer which doesn't lack for value."
At the new Firkin in Olympia, manager Matt Thuys, formerly of the Soho House in London, has distributed 1,000 "free Firkin pint" offers to houses and flats in the area, with a 15% redemption rate so far.
