Whitbread trials new food concept

09-Oct-2013 - Last updated on 10-Oct-2013 at 15:11 GMT

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Whitbread is trailling the new Chefs Counter concept

Whitbread is trialling a new food concept in three of its Brewers Fayre sites, which — if successful — could be rolled out to other parts of its c.150-strong estate.

It is thought the group is trialling Chef’s Counter at three sites — the Weather Vane in Bracknell, Berkshire; the Rhubarb Triangle in Wakefield, West Yorkshire; and the Orbital in Cannock, Staffordshire, as a variant of its Buffet Place format.

At the same time, M&C Report understands the group is close to signing off the development of six further sites for its remodelled Beefeater format, with three more set to come on line before Christmas.

The group opened its latest site under the new format — the seventh in total — at the Observatory, Braunstone, Leicestershire, in July.

It is thought the company has seen a double-digit uplift in sales since it upgraded the site to the new look.

Whitbread has made several moves to strengthen the management team and operations across its c.390-strong pub-restaurant operation as it looks to “flex its muscles” in the sector.

Earlier this summer, it launched the Brewers Fayre Bonus Club scheme to enable guests to reap rewards for every visit.