Whitbread, the leisure group, is to open its seventh trial site under its updated Beefeater format near Leicester, before making a decision on whether to launch the concept across its entire estate, M&C Report understands.
The group, which launched the new branding last year with a greater emphasis on steaks and a new pink cow logo, will open its next trial site at the Observatory, Braunstone, later this summer.
The company originally launched the new branding across three trial restaurants in Ashford, Burton on Trent and Birmingham.
It has since opened a purpose built site in Halifax and further units in Redditch and Weymouth.
The company said: “The trial restaurants will offer guests a casual dining experience and a brand new menu focussing on steak as well as modern twists on classic dishes.
“Each restaurant’s interior has a contemporary new look that echoes the new Beefeater branding.”
