Sargeson steers Laurel to social responsibility
by Tony Halstead
Laurel Pub Company has axed a "10 shots for the price of eight" offer and increased the price of its doubles as part of new social responsibility moves.
A new cocktails and shots menu, with a reduced number of offers on "youth" drinks, has been launched across the 157-strong Laurel estate.
The move is partly in response to criticism of some promotions, notably in Hog's Head pubs, which new owner R20 inherited when it took over the company last year.
A new retail strategy also sees Laurel pubs begin a major push to drive food sales and service standards across its estate, which will benefit from £5m in investment over the next 12 months.
Laurel said its new promotions and offers policy has been fashioned around the British Beer & Pub Association's code of conduct.
Chief executive Julian Sargeson said: "We still have some pubs that have long-term offers featured on menus, but as these menus are changed, we will review all these offers too.
"We have a clear responsibility to take the lead by promoting sensible drinking, ensuring responsible marketing of products, providing safe and welcoming outlets for customers and, where necessary, working in partnership with local police and community organisations."
He added: "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."
The change of retail direction sees Laurel distance itself from the fiercely-competitive high-drinking circuit market towards pubs putting a new accent on food. The move is doubly significant because Laurel's owner Robert Tchenguiz is poised to buy Yates Group and other highstreet operators.
Laurel revealed food currently accounts for just 11% of total sales across the estate, a figure it clearly believes can be driven upwards.
"We face 12 months of hard graft to increase service standards and maximise sales and profits. But we have made a good start in shaping the estate to improve returns," Sargeson said.
