The investment will see 88 pubs benefit from improved gardens, with a quarter of these being themed to Heineken brands.
In addition, 83 pub buildings will be revamped on the outside to boost their kerb appeal.
The pub company said the expenditure was part of Star’s overall £40m investment in upgrading its pubs in 2025.
Star added the garden makeovers would focus on increasing covers to boost sales, with the aim to deliver a “quality experience for pubgoers” who are being more selective about where they spend their money due to ongoing pressures on consumer spending.
Tailored transformations
The transformations will be tailored in each pub, the company said, with changes ranging from new patios, covered pergolas and booth seating to decorative touches such as floral displays, festoon lighting and soft furnishings.
Following trials at Star’s Just Add Talent sites, where possible, new seating will be in south and west facing positions to maximise afternoon and early evening trade and close to pub entrances to enable customers to easily access indoor facilities and staff to service the area.
It said that licensees with Heineken branded gardens have already reported increased sales and customer dwell time.
Star further revealed that 22 gardens are set to be branded to either Foster’s, Cruzcampo, Birra Moretti or Inch’s giving them an extra point of difference.
Kerb appeal
The garden schemes, which cost around £17,000 on average, will incorporate branded features such as murals, pods, bean bags and entrance archways.
To complement Foster’s darts sponsorship, Foster’s branded venues will also have darts kits that can be positioned outside.
Star said changes to the outside of pubs will be designed to maximise each building’s prominence to passersby and give an excellent first impression.
As well as repainting pubs, the projects will see new lighting, signage and planting installed as well as upgrades to doorways and entrances and the use of cladding to inject character.
Star Pubs property director Chris Moore said: “Pre-pandemic, a great outdoor space was a nice-to-have, now it’s the norm and customers expect it.
“With pubs looking to offset the increased cost of doing business with higher sales, every inch of trading space should be developed.
“Even small unassuming spaces can be converted into attractive outdoor areas, whilst standard gardens can be transformed with designs that send sales soaring in good weather.”
