Spirit Pub Company has expanded its Premium Pub format outside of London, with conversions in Cheshire and the West Midlands, M&C Report has learnt.

The concept, which debuted last year at the George on London’s Haverstock Hill and later to the Cricketers in Kew Green, has been introduced at the Ring O’Bells in Daresbury, Warrington, and at the Four Oaks in Sutton Coldfield.

Speaking at the Numis Travel & Leisure Conference yesterday, Spirit chief executive Mike Tye said of the Premium Pub concept: “We’ve got four pubs running in that sector at the moment, and we’re still learning like hell.

“It’s a bit like Flaming Grill; the biggest problem is it took a year to really work that out and it will take at least that in premium. If I’m brutally honest about it, as others have found, doing a premium concept and keeping it within format boundaries is down-right hard.

“I don’t know the answer yet. It’s still in trial stage. We’ll see how it goes.”