Whitbread, the leisure group, has confirmed plans to trial a new look and a new menu for its Beefeater restaurant brand.
The branding will place more emphasis on steaks, with a new pink cow logo and new strapline “Passionate about steak”.
M&C Report revealed earlier this month that a new look for the brand is to be trialled, with the company looking to “trying something different and exciting at a handful of our Beefeater restaurants”.
In a statement released today, Whitbread said the first trial restaurants are now open in Ashford, Burton on Trent and Birmingham, with more set to follow later this financial year.
“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 will have a contemporary new look that echoes the new Beefeater branding.”
David Murdin, marketing director for Whitbread Restaurants, said: “Beefeater is trialling a new look and menu, with a whole new take on steak, at three of its restaurants across the UK. We’re excited to see how these first trial sites are received by our customers.”
Over the last year, Whitbread has made several moves to strengthen the management team of its c390-strong pub restaurant operation as it looks to “flex its muscles” in the sector, including its first food director. The Brewers Fayre, Beefeater Grill and Table Table operator appointed Ronald Lento, who recently stepped down as head of at Wagamama, as its first food director.
The division, which is overseen by managing director Paul Flaum, also appointed Michelle Durrant, former head of price and revenue management at Mitchells & Butlers, as its new trading director.
Their appointments come is currently repositioning its three core pub restaurant brands as it looks to attract a wider consumer audience.
Flaum told M&C Report that the new recruits, along with chief operator officer Peter Blake and marketing director David Murdin, put the business in a strong position going forwards as it a looks to bring a “sharper focus” to its offer.