The group will be refurbishing selected existing sites that are focused on local sports and charities in their communities.
The first pub is the Gospel Oak, Tipton, in the West Midlands, which opened over the Easter bank holiday weekend (Saturday 19 April).
It is set to celebrate its new look with an exclusive event and Q&A with football legend John Barnes on Thursday 24 April.
The venue is reopening as Grandstand and will house 3m-long and 1.8m tall screens alongside state-of-the-art sound systems and flexible tiered seating.
Concept offer
Furthermore, Grandstand pubs will offer ‘match day’ food menus including handheld dishes such as Pukka pies, sausage rolls and pasties alongside classics such as fish and chips, burgers and Sunday roasts.
For drinks, all draught beer will be available in two-pint cups and guests can enjoy 10% off pre-match pints for an hour before kick-off.
While the pubs will be football focused, they will show all key sporting fixtures such as rugby, cricket, tennis, F1, darts and horseracing.
Dartboards and pool tables will also be a highlight alongside weekly live music on Friday and Saturday nights, regular quizzes and monthly ‘rock-and-roll’ bingo.
Local sports memorabilia adorns the walls while an exclusive ‘black card’ will be available for selected local sports teams, securing them endless chips when they visit for team drinks.
Outdoor screens will also be installed and pubgoers will be able to use the company’s new order and pay app.
Heart of communities
Marston’s chief development officer Ed Hancock said: “The chosen pubs are in the heart of their local communities - a value that is really important to us at Marston’s.
“We’re so excited to bring state-of-the-art technology and the best sporting experiences to local pubs as part of this pilot phase.
“We’ve really taken the market intelligence on board and have worked extremely hard on creating an unmissable atmosphere, as well as matchday ready food and drink menus.
“We can’t wait to welcome the local communities to their new and improved pubs.”
In October, the group announced five new pub formats, including the local sports pub, as part of its aim to be a “pure play hospitality business”.
The formats were:
- Locals pubs – aimed at regulars and locals, aged between 35 and 64 with a proposition of ‘share good times at your local’ and an indicative share of estate of 23%. Key aspects include a warm and welcoming atmosphere, community engagement, an always on activity calendar and friendly licensee.
- Locals sport pubs – again aimed at regulars and locals alongside entertainment-focused adults with a proposition of ‘big event shared at your local’ and a 20% indicative share of estate. This offer features great viewing areas, market-leading technology, sports activities and a passionate licensee.
- Adult dining pubs – target audience of affluent adults aged 35 to 64, ‘good food, good times’ proposition and 22% share. It includes classic charm, first-class food quality, a range of leading drinks brands alongside relaxed, friendly service.
- Family pubs – families with primary school-aged children is the target audience here alongside a proposition of ‘share good times with all the family’ and an indicative share of estate of 18%. Food and drink for all the family is on offer as well as family events, a children-specific zone and a zoned area that feels more adult.
- Two-room pubs – the target audience is families and pub regulars with the aim of ‘sharing good times for everyone’ and a 17% indicative share of estate. This includes two clearly-defined pub zones, food and drink for all the family, sports activities and a licensee who embraces two pubs in one.
