Brewers Fayre returns to site expansion

Whitbread is to build its first new Brewers Fayre pub-restaurants in five years.

The leisure group, which operates Costa Coffee and a number of other pub-restaurant formats, such as Beefeater, is to open three new Brewers Fayre outlets — two new builds and one conversion.

The two new sites will be built in Dumbarton in Scotland and in Scarborough, located next to a Premier Inn, Whitbread's budget hotel chain.

A third outlet, a former Spirit pub, will open under the brand later in 2010

The site expansion is significant and marks a turnaround in fortunes for the brand, which has been reduced in size in recent years from more than 400 pubs to a core of about 130, based around a value offer.

Peter Blake, brand operations director of Brewers Fayre, said the brand had benefited from an extensive refurbishment programme in all 130 businesses, with consumers responding positively to its all day everyday value proposition.

Blake said: "Brewers Fayre works because the menu has no pricing gimmicks. It just represents extremely good value at all times.

"We serve pub food as it should be and the price point of two meals for £9 has become iconic. People know that it's the same dishes that are available outside the deal and the price point just works for them."

As part of its development, Whitbread is to introduce a new deal centred at desserts. Brewers Fayre will serve to two desserts for £2 later this year to run alongside its two meals for £9 deal.

Puddings included in the offer are apple pie and custard, lemon cheesecake and a chocolate torte