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Brewers Fayre in "all you can eat" offer

By Martyn Leek, M&C Report , 27-Jul-2010

Related topics: Pub industry statutory code, General News, Company & City News

All You Can Eat: on trial at the Paper Mill

All You Can Eat: on trial at the Paper Mill

Brewers Fayre, the value pub restaurant brand by Whitbread, is to rollout an "all you can eat" offer across eight of its pubs to run alongside its existing offer.


The company has been conducting a trial of the "Buffet Place" concept at its Paper Mill pub in High Wycombe, Buckinghamshire, for a number of months.


The deal costs £7.99, which includes one free drink. It features all you can eat themed nights like a Monday Chinese offer and a Thursday curry offer.


Whitbread said it believed that the "Buffet Place" within a Brewers Fayre gives diners a choice and "talks to the customer about great value and convenience".


It added: "We have the advantage of the learning's from our Taybarns business, where we have taken the inspiration from."


The move comes after Alan Parker, the out going chief executive of Whitbread, told M&C Report earlier this year that the Taybarns expansion had been put on hold. It is thought the cost of conversions to the Taybarns format had proved to be prohibitive. Whitbread currently operates seven of them.


Like Taybarns, restaurants in the US have inspired the Brewers Fayre buffet.


It also features flat-screen on-site TV advertising, inspired by Marks & Spencers, around the bar and buffet area.


Peter Blake, brand operations director of Brewers Fayre, said: "This takes what was great about the Brewers Fayre offer and combines the concept of the Taybarns eat what you like offer but introduces the element of choice and the specific themed nights.


"At £7.99 for all you can eat and a free drink it represents excellent value and the Paper Mill has been a great success since the offer was introduced."

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