The entertainment-led concept was unveiled by the Suffolk-based pub operator and brewer in September last year and its pilot site opened in Stoke-on-Trent that autumn in an ex-Hungry Horse venue.
Greene King said HighTales would expand its “expertise” in the dining and hospitality industry and formed part of a long-term investment strategy to create a “balanced portfolio of brands”.
Familiar faces
However, less than a year later, the pubco has said it will be closing the venue for renovation from Saturday 30 August before reopening it under the Flaming Grill brand, which it launched in 2015.
The Trentham pub will also go back to using its original name, Hem Heath, and focus on good food, drinks, live TV sports and entertainment.
A spokesperson for Greene King told The Morning Advertiser (The MA): “We’re constantly reviewing the performance of our brands, and after testing our ‘HighTales’ concept we have taken the decision to not progress with this as part of the Greene King portfolio.
“However, we are taking insight and learnings from the trial and informing our future thinking. We are pleased to confirm that HighTales in Stoke-on-Trent is receiving investment and will be joining our core Flaming Grill brand of pubs in October.”
Alongside a varied food and drinks menu, the HighTales pilot site featured a series of experiential zones as well as a programme of events from table football and comedy gigs to pop up cinemas and live music so guests can play all day.
New concepts
On its website, the pub was described as offering “feel-good food, tasty drinks and endless good times”.
It was the second new concept to be launched by Greene King last year, following the introduction of its Nest Pubs brand, which joined its Pub Partners franchise arm. Prior to Nest, Greene King Pub Partners introduced its Hive concept in 2021.
Earlier this month, the pubco shared plans to invest £27m into its Pub Partners estate, with sites across England and Scotland earmarked for refurbishment.
