Greene King grows Wayside

Greene King is to convert 20 of its pubs to Wayside Inns in the next two years.

Since the company bought the 43 Wayside sites from Laurel last August, as part of the acquisition of its neirbourhood estate, it has converted six pubs to the Wayside concept.

The company feels that with increasing customer spend on dining out, the growing grey market and mid-week evening dining occasions predicted to rise by 30% in the next five years, there is strong potential for growth.

Most recent conversions are the Dartbridge Inn, in Buckfastleigh, Devon, and the Swan in Brom-ham, Bedfordshire. The Clarendon House Hotel in Kenilworth is currently being converted.

Clare Gane, the company's inns marketing manager, said: "We are converting some inns because the Wayside brand is a success. It offers the benefits of a structured offer to the inns estate."

The company will also launch a new menu, the first it has had total control of since the acquisition of Wayside, with more focus on regional and seasonal specials. Part-service is also being rolled out, with customers ordering mains at the bar, but desserts and coffee orders being taken at the table.

The pubs will continue to run under a centrally-controlled menu, with pubs offering specials which can change regularly from a bank of dishes.

Wayside pubs work on an average 50:50 wet-dry split, with menus changing twice a year. The menu theme is British classics with a modern touch.