The company has earmarked eight of its 45 managed sites for a concept called Inns of Distinction, with a focus on fine dining and good accommodation. A number fall within the Family Dining and Ale Houses categories, while the majority will fall within Great Pub, Great Food. A couple of other trading styles have also been identified.
The branding is to appear on Wadworth’s updated website, which Bartholomew said is due to be launched in the next four to six weeks.
“We will do that as well throughout the tenanted estate but we haven’t got there yet,” he said.
“We’ve got 192 tenancies. Over the next year we want to put them into the categories. We’ve got fantastically good food houses with bedrooms at one end and some really nice backstreet boozers at the other end.”
He added: “It’s about trying to get customers understanding what to expect. I think it will be really good for customers.” He described it as a year-long project.
Bartholomew told M&C Report that Wadworth is to invest more in its estate this financial year, with £3.5m to £4m earmarked. “In the managed houses we are looking at adding more bedrooms and in the tenanted estate we are looking at greater number of small ‘sparkles’ [costing £20,000 to £30,000].”