Beefeater restructures marketing

Whitbread has appointed Joanne Adamson to the new role of marketing controller at its Beefeater division, as part of a wider restructuring.

Adamson replaces Beefeater marketing director Anne Elliott, who left the company earlier this year to become a consultant.

Adamson, who was previously marketing controller in charge of the youth sector at The Pub & Bar Company, will be charged with broadening Beefeater’s appeal following last year’s segmentation of the brand.

While a third of Beefeater’s 258 sites will continue to trade under the Beefeater name, 80 outlets are being converted into upmarket, “destination” restaurants, branded Out & Out. The remainder will become either Grill Bar, which is being rolled out nationally following a three-site trial, or a new neighbourhood concept which is still being developed.

Beefeater has decided not to roll out its Banter restaurant brand, which was being tested at sites in Reading and Portsmouth. A spokeswoman says Banter, which was aimed at 20-to 45-year-olds, was “not quite right”, adding the company has decided to fine-tune its neighbourhood concept before rolling it out under a different brand name.

Adamson will lead a team of three marketing managers and will report to Beefeater managing director John Derkach.

Earlier this year, Whitbread sold its 3,000-strong pub estate to Morgan Grenfell Private Equity, a unit of Deutsche Bank, in order to focus on its restaurant and leisure activities, which also include Marriott hotels and David Lloyd sports clubs.

Morgan Grenfell last week relaunched the pubs as the Laurel Pub Company with Ian Payne, former head of Bass’ leased pub estate, as managing director.

Latest from Marketing Week

Marketoonist on GDPR

The Marketoonist

Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here