Greene King has nearly doubled the size of its Old English Inns brand by clubbing together its characterful pubs and coaching inns in the estate.
It is now made-up of 56 hotels and 45 stand-alone pubs. Its tagline is a "heritage collection of Britain's most characteful hostelries".
The one brand will cover both pubs and hotels because they had a similar customer base.
The new brand template has been rigorously tested at the Fox & Hounds, Wimborne, Dorset.
Eight sites had been developed in the current financial year and they are producing an EBITDA Return on Investment of 57.2%.
A further 23 sites will be developed in the next financial year at a cost of £5.1m. The Old English Inns brand will see an upgraded food and drink offer.
There is be a "value and quality" food offer with two main menu items available in a "two for £9.95 deal".
There will also be enhanced service with customers only needing to visit the bar once and food innovation with a bi-annual chef competition that will see the winning dish moving on to the menu.
Old English Inns will also have a high quality drinks range with a gin and whisky focus, a strong wine list and a focus on cask ale excellence.
Customers will be offered a "unique accommodation proposition" with a three-star accommodation in a heritage inn, pub, breakfast and parking all for £50.
There is also a recession-busting wedding offer with average bookings costing just over £2,500.
The Greene King plans for Hungry Horse and Old English Inns were unveiled at a trip for City analysts to four Greene King pubs today.