London-based operator rebrands
The seven-strong London-based operator has been preparing the move since a trademark dispute arose following the launch of rooms at its Tommyfield site in Kennington.
M&C Report revealed in February that the group had applied to trademark the name Three Cheers Pub Co.
The group is now actively looking for new sites and is also keen to add rooms to more of its pubs after the success of The Tommyfield. A refit of the garden at The Avalon in Balham will be completed next month, which will see a full bar and a Josper Grill installed.
Nick Fox, who runs the group with Tom Peake and Mark Reynolds, explained to M&C Report the thinking behind the new name.
He said: “We feel like it sums us up pretty well. It’s very British, it immediately says pubs and…… well, there’s three of us.”
The trio said that the rebranding exercise had given them the opportunity to re-evaluate what the company’s core values were.
Reynolds said: “It was a good opportunity. We have been going for 12 years now and it was good to pause and reflect on what we’re about.”
The re-brand includes newly designed staff manuals and promotional material in the pubs with a new website www.threecheers.co.uk. However, the group stressed that the branding would remain secondary to the individual pubs.
On future growth, Peake said: “We have always been looking and we have looked all across London and outside the capital. But there have been people who have outbid us. We’re not going to pay silly money but we will find the right site for us in our own time.”
Occupancy at the Tommyfield is currently running at 85% and the trio said they are now looking at other opportunities to add rooms across the estate.
As part of the rebranding the group will be launching a Summer Pale Ale, which was created in collaboration with The London Beer Factory. There will also be a charcuterie selection created with John Doig at Moons Green, which includes two bespoke recipes for lomo and coppa. This will also feature as part of their ’Table Menu’ designed for sharing on Sunday lunchtimes, which includes a selection of charcuterie to start, a large roast chicken with all the trimmings, and a giant apple pie with custard for pudding.
