Chef & Brewer trials Horizon sites

'It's evolution — not revolution'

Chef & Brewer is set to evolve into Chef & Brewer Horizon.

Following the managed company's trial of a premium offer, Voyage, bosses have developed Horizon — an offer described as midway be-tween Chef & Brewer and Chef & Brewer Voyage.

Three trial sites, formerly standard Chef & Brewers, will each enjoy a £150,000 to £200,000 investment. The sites are the Castle, in Kirby Muxloe, Leicestershire, the Hut, in Nottingham, and the Wheat Store, in Gloucester. 

Offer manager Darryl Pannell said the objectives are similar to those of Voyage.

He said: "It's very much evolution, not revolution. The objectives include bringing the design up to date, and improving service and the food offer.

"Voyage sites will be pulled back to be in line with the Horizon format — once we are happy with that format.

"We hope that within three years, the 135-strong estate will all be Horizon."

Changes to the Spirit

brand's estate will include seasonal British vegetables, more focused core menu and an improved specials system.

Pannell said the need to evolve resulted from the industry upping its food game following the smoking ban: "The home is one of our biggest competitors. We have to make sure the environment, service and food is better than customers get at home."

He added: "Our typical customer is aged 45-plus. With design, food and service tweaks we hope to keep this customer base and attract both younger and more affluent customers."

The company has invested £10k in trialling hand-held table-service terminals, and a "significant amount" on training.