Managed operator Stonegate Pub Company is to convert nine O'Neill's pubs into its first major bar brand, another Irish-themed concept called Molloy's.
Stonegate, which is headed by Town & City chairman Ian Payne, was formed with the purchase of 333 wet-led pubs - including a number of O'Neill's sites - from Mitchells & Butlers last year.
Stonegate today announced that nine O'Neill's will undergo investments from 4 February totaling £350,000 to rebrand the sites as Molloy's.
The sites are in Blackpool, Bury, Blackburn, Bridgend, Bristol, Bath, Colchester, Sutton Coldfield and Watford. The rebranding is due to be completed by mid-February.
Molloy's is to specialise in value for money deals on food and drink.
This includes the Flavours of Ireland menu, with seven dishes for just £2.99 or £3.49. Dishes include Irish stew, traditional Irish pork sausages served with colcannon mash and the Irish beef burger with cheese and bacon, served with chips.
Regular live music and live sport is also promised.
The rebranded has been timed to coincide with key dates in the Irish and sporting calendar including the Six Nations, St Patrick's Day and the Cheltenham Festival.
Payne said: "As the newest hospitality group, we're committed to offering the very best in customer service and there's nothing better than the legendary welcome and entertainment that's become synonymous with the Emerald Isle.
"We're bringing the next generation of Irish bars to the high street by taking the best of O'Neills and adding our own magic.
"The next few weeks will be an absolute extravaganza at Molloy's - our managers are going all out to make sure their business is the talk of the town."