Laurel drops kids in favour of food

by The PMA Team

High-street bar operator Laurel Pub Company, which runs 157 sites, is to move away from the "extreme end of the youth market" and undertake a major push on food sales.

Laurel, which was acquired by Robert Tchenguiz's R20 company for £151m at the end of last year, is to make the "gradual, strategic" move away from the youth-bar market as part of a response to the current social responsibility agenda.

This is likely to mean a change of style and emphasis at the company's 12-strong Bar Med chain, in particular

Laurel's new management is keen to transfer the 65-strong Hog's Head "safer and secure" brand values into all pubs and bars in the company's estate, which also includes around 16 Casa and RSVP venues and a larger number of unbranded sites.

Chief executive Julian Sargeson, who replaced Ian Payne in December after the Tchenguiz acquisition, said: "Licensing reform and binge drinking are massive issues for the industry and I believe we have a clear responsibility to take a lead in all areas of social responsibility ­ promoting sensible drinking, ensuring responsible marketing of products, and providing safe and welcoming outlets for our customers.

"These issues have to be tackled and we must respond to the current climate and changing social attitudes when shaping the future of our business.

"We are, for example, reviewing every offer in our estate. Our major opportunity lies in moving away from the extreme youth end of the market place and transferring the values of Hog's Head and some of the successful Tavern venue outlets ­ bright, airy, modern and welcoming sites ­ into more pubs and bars."

Sargeson was formerly operations director at Wizard Inns where food sales accounted for 21% of turnover. He regards food sales at Laurel, which account for 11% of turnover, as a major opportunity for growth.

He added: "Our target is to achieve upward of 20% during the next three years."

Sargeson also wants to improve table service at Laurel, something he successfully pioneered at Wizard. "We already have a table service concept called Service that Sells', but it varies too much from site to site, and, therefore, I think can be greatly improved."

A total of £5m has been earmarked for investment in the Laurel estate in the 12 months from March this year.

On plans to expand through ac-quisition, Sargeson said: "We are not putting any deadline on it."