The business, founded as Yummy Pubs by Anthony Pender, Jason Rowlands and Tim Foster, will roll out the new identity from August.
Since 2022, the group has been led by Pender and known as Our Yummy Collection, with brands including the Victoria, the Somers Town Coffee House, Cosy, Faber, Above The Vic and Tribeca Storehouse.
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The group is also preparing to launch the Tallyman in September and is working towards another opening in 2027 within the King’s Cross Tribeca development.
New chapter
The group said the new name, inspired by old Germanic English, was intended to better reflect its focus on warm hospitality, its people, guests and processes.
Over the past two decades, the business has evolved into a collection of neighbourhood pubs, restaurants and cocktail spaces, each with its own independent offer.
The group moved into new territory in 2023, when it opened Faber in Hammersmith, a British seafood restaurant focused on sustainable produce from UK shores.
It said it would continue to focus on British produce, customer experience and developing venues with distinct identities.
Team focus
As part of the next phase, Matthew Ward, who has been a partner in the Victoria since 2023, will become operations director.
Former Punch managing director Paul Pavli will also join the business as a full partner and founder alongside Pender and Ward, having supported the group as an active adviser over the past three years.
Hoste said it would continue to allocate shares to team members considered key to its success and growth.
Pender said: “It’s been a once in a lifetime experience having the honour to found and lead this business into what it is today.
“We’ve been expanding our collection of venues and dedicating a lot of energy to ensure each one feels gloriously independent and unique.
“We have a truly amazing and inspirational team that makes each and every one of our venues special, and this will continue to be a vital part of what Hoste is.
“We have exciting things on the horizon, and we can’t wait to share more soon.”
