Whitbread will complete the roll out of its Chef’s Counter format across its entire c140-strong Brewers Fayre estate by the end of this August, after a successful trial of the concept last year.
Chef’s Counter has replaced the original Buffet Place and offers value themed evenings such as Chip Shop night, curry night and the weekend favourites, Chicken Feast on a Saturday and a full carvery from noon every Sunday. It also adds theatre to the site with the chef front of house.
The concept is also introducing digital menu boards across its estate that also feature videos of food being prepared.
Earlier this year, Whitbread said it was seeing “significant improvement” in guest scores and ‘intention to return’ rates at its restaurants, and was also reversing earlier margin contraction as it draws back from promotions.
The company has now completed refurbishments at c80 of its 140 Brewers Fayre sites, where around £70,000 is being invested at each outlet. In addition, about a 15 Beefeaters have received “more substantial” investments, with “more in the pipeline”.
