Elegant brasserie bar restaurants offering a fusion of British and European classic dishes and signature cocktails, in contemporary surroundings. Browns’ restaurants have breakfast, afternoon tea and pre-theatre menus, catering for a variety of day-parts, with strong appeal to aspirational, young-middle aged customers.

Browns

 

Overview

Cuisine: European
Category: Bar restaurant
Service style: Table service
Parent company: Mitchells & Butlers Plc
Head office: 27 Fleet Street
  Birmingham 
  B31JP
Head office telephone: +44 (0)121 498 7016
Company background: Founded in 1973, Browns has grown to 25 UK sites.  The chain continues to be owned and operated by Mitchells & Butlers Plc.
Ownership: Company owned
First UK store opening: 1973
Website: www.browns-restaurants.co.uk
   

Key people

  CEO, Mitchells & Butlers, Phil Urban 
   

Outlets 

  Dec-14 Dec-15 Dec-16 Dec-17 Dec-18E
Outlets UK 27 25 25 25 25
London (within the M25) 9 7 7 7
Regional 18 18 18 18  18
International outlets 0 0 0 0
Location strategy: In premium locations in Central London as well as near High Streets in selective UK cities and up-market County Towns.
Average restaurant size: 150 covers 
Notes: Flagship store is in Covent Garden 
   

Financials 

UK Sales
  2014 2015 2016 2017 2018E
UK Sales (excl. VAT)* £60.8m £57.7m £56.0m £57.7m £58.0m
Est. average weekly sales (excl. VAT): £44,600
Notes: *MCA annualised estimates
Reported financial information to financial year
Financial year end: September 
Last accounts: Download
Notes: Mitchells & Butlers Plc do not report financial performance at individual brand level. 
   

Brand and marketing  

Average bill per diner: £21
Mailing list: Yes, sign up online for a complimentary cocktail 
Loyalty programme: No
App: No
App features: N/A
Delivery: Yes
Social media:  Facebook, Twitter, Instagram and Google+
Recent marketing and promotional activity: Lobster Thursdays, Steak frites and a glass of wine for £15, every Friday sparkling wines from £14.95
  Fixed price menu: two courses for £11.95, 12pm-7pm, Monday - Friday
Other initiatives: Private Dining, Gift cards, partnership with Deliveroo 
Sustainability and corporate responsibility initiatives: Mitchells & Butlers support numerous local communities and charities and reduced gas emissions by 8.9% during 2015/16. Sourcing policy has been developed to ensure the procurement of all meat, fish and dairy used has been carried out in the accordance with the company’s ethical standards. 
Key partnerships: Deliveroo
   

Strategic SWOT analysis

Strengths Parent company has a strong presence in the pub restaurant sector
  Strong wet-led sales while still maintaining an attractive, premium food offer
  Sites tend to be of architectural or historical interest, with stylish environments enhanced by pianist entertainment
  Specialist menus boost trading during all day-parts
  Broad cocktail menu drives strong wet-sales
   
Weaknesses  Relatively high price points reduce appeal as informal dining venue
  Wet-led nature may deter some customers looking for premium food
  Busy bar during weekend evenings negatively affects customer service in restaurant area
  Traditional interiors have limited appeal to younger generations
   
Opportunities Scope for physical expansion in wealthier cities and university towns
  Develop greater links and promotions with more premium leisure companies, in selective locations
  Develop loyalty club programme to encourage repeat visits through aspirational and exclusive offers and events
  Increase number of lighter lunchtime options to cater for off-peak day-part
   
Threats Growth of modern brasseries, such as The Living Room and The Restaurant Bar & Grill, offering more eclectic menus and modern environments
  Increasing popularity of more diverse cuisines, such as South American and South-East Asian, rendering menu less appealing and exciting
  Declining on-trade alcohol consumption

 

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