Whitbread readies Taybarns expansion

Leisure group Whitbread is planning a major expansion of its Taybarns fixed-price restaurants after the chain performed well in its first full year of trading.

Taybarns

At present the brand has seven outlets in Wales, the Midlands and north of England but Whitbread hopes to open a further 20 branches around the country.

Taybarns has a unique model whereby customers pay a set price for an all-you-can-eat deal, and select their food from a 34-metre counter offering roasts, pizzas, Chinese and pasta dishes, salads and puddings. All the food is cooked on the spot.

The Taybarns portfolio is based in areas where the value-based proposition has proved a success, but Whitbread is keen to expand the brand’s reach.

Taybarns marketing manager Cheryl Hall says the brand is keen to develop that market and is using Facebook to attract new customers.

It is also working with Birmingham-based creative agency Keane on local promotions to consolidate its popularity among existing customers.

Six of the current restaurants are on converted Brewer’s Fayre pub sites. The company says it is looking at converting other existing Whitbread-owned sites – possibly incorporating branches into Premier Inn hotel sites – and acquiring new land during the expansion.

The 20 new restaurants are expected to open over the next two-and-a-half years.

Latest from Marketing Week

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