Roadside restaurant chain Beefeater is to mount a fightback against increasingly prolific, and more fashionable, rivals by introducing a “new generation” of outlets in a project led by Jones Knowles Ritchie. The new image will be unveiled this summer.
“Owner Whitbread is aiming to confirm the status of the chain as the first choice for stress-free, full service, great value dining,” says a JKR spokeswoman.
The long-established chain has around 250 UK outlets, many in prime locations. It is perceived as having lost sales to more contemporary pub restaurants such as All Bar One and Slug and Lettuce.
The design consultancy will manage a full redesign project, leading a roster of interior design and architecture groups. The full roster is yet to be finalised, although Lumsden Design Partnership has been appointed for initial trials.
JKR joint managing director Andy Knowles says, “Our task is to ensure that Beefeater remains the definitive British restaurant, by creating a brand recipe that combines the right food with the right environment, remaining relevant to the diverse target market.” He adds: “Essentially, we will be handling the brand definition side of the project.”
Whitbread marketing and planning director Ann Elliott says, “The company will redefine the vision for Beefeater, then execute it through branding and environment to appeal to an expanding, and more demanding, public.”
Whitbread is expected to concentrate more heavily on the design of its branded restaurants and pubs following the £400m sale of its brewing interests to Belgian group Interbrew.
Its portfolio now includes the Beefeater, Brewers Fayre and Hogshead brands, Travel Inn and Marriott hotel chains and David Lloyd Leisure.