The concept offers “outstanding food, drink and service, in an independent and stylish pub environment”.
Internally developed under the name ‘premium’, the George — which was previously operated under the company’s Taylor Walker brand — will feature craft beers, alongside a “carefully selected wine list and fresh food, with a daily changing menu”.
The company believes there is potential for a turn-over in excess of £1m for the new concept, with a 40% split for food sales. The George will be relaunched later this spring.
The concept has been developed to sit above the group’s other food-led offers — Chef & Brewer and Taylor Walker. If successful, further pubs under the concept will be situated in affluent locations and will put as “much emphasis on the atmosphere and service as they do on the quality of the food and drink” and deliver all four elements “in total synergy, with passion and flair”.
These pubs will be developed to look and feel like independent locals.
The move comes as rivals Greene King, with its fledgling Premium Rural Inns umbrella, and Marston’s, with the launch of its Revere Pub Company, target the polarisation of consumer spending away from the squeezed middle.