Fayre & Square offers pub food favourites at competitive prices.  The chain features an informal, family-friendly environment, and many branches include a Wacky Warehouse soft play area.  Sites are located outside town and city centres, often close to budget hotels.  The brand has a strong presence in the Midlands and in the North and its affordable prices have mass market appeal.

Fayre & Square exterior

Overview 

Cuisine: Pub Food
Category: Pub Restaurant
Service style: Semi Counter Service
Parent company: Greene King
Head office: Sunrise House, 
  Ninth Avenue, 
  Burton upon Trent,
  Staffordshire, DE14 3JZ
Head office telephone: +44 (0) 1283 501600
Company background: The first Fayre & Square Pub, The Rising Sun near Macclesfield, was opened in June 2009.  The brand grew to 164 sites in 2015, but is subsequently being subject to a number of conversions into other Greene King brands. 
Ownership: Company owned
First UK store opening: 2009
Website: www.fayre-square.com
      

Key people 

  Chief Executive, Greene King Plc, Rooney Anand
   

Outlets    

  Dec-14 Dec-15 Dec-16 Dec-17 Dec-18E
Outlets UK 156 164 98 84 0
London (within the M25) 5 5 2 2 0
Regional 151 159 96 82 0
International outlets 0 0 0  0 0
Average restaurant size: 100 covers   
      

Financials    

UK Sales
  2014 2015 2016 2017 2018E
UK Sales (excl. VAT)* £152.0m £159.5m £128.1m £84.5m N/A
Est. average weekly sales (excl. VAT): N/A (per outlet)
Notes: *MCA annualised estimates
Reported financial information to financial year
Financial year end: August
Last accounts: Download
Notes: Greene King does not publish separate reports by brands. 
      

Brand positioning and marketing 

    
Average diner bill: £14
Membership / Mailing list: Yes, Email newsletter
Loyalty programme: No
App: No
App features: N/A
Delivery: No
Social media:  Facebook and Twitter
Recent promotions: N/A
Other initiatives: N/A
Sustainability and corporate responsibility initiatives: More than 570 Greene King sites divert 80% of waste from landfill
  Suppliers must have British Retail Consortium or a Safe and Local Supplier Approval accreditation. 
  Working with a variety of charities, including MacMillan
Key partnerships: N/A
      

Strategic SWOT analysis  

Strengths  Competitive prices have mass market appeal
  Strong emphasis on being family friendly creates a competitive edge
  Wide selection of discounting offers brings in new customers
  Benefits from a lack of competition with city centre pub chains
   
Weaknesses  Limited healthy options
  Focus on children’s entertainment limits appeal to those without kids
  Low prices convey modest impression of food quality
  Promiscuous customer base will shop around based on best deals
   
 Opportunities Selective expansion within Southern England and conversion of pubs from other group brands
  Improve breakfast menu to capitalise on hotel guests
  Develop enhanced marketing campaigns and target larger customer groups
      
Threats Continuing competitor price pressures and input cost price inflation depresses profit margins
  Growth in out-of-town bars providing bistro-style menus
  Reduced investment as group priorities move to more upmarket brands
  Wet-led pubs extending food offer

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