Forte ditches Happy Eater

Forte is axing its Happy Eater and Crest brands in the fight to defend itself against Granada’s 3.4bn hostile bid.

In its defence document, it says that it will concentrate its hotels business on five “clearly defined brands”. Those brands are Exclusive, Meridien, Heritage, Posthouse and Travelodge.

Crest is one of the group’s four star hotel chains which are being converted to Posthouse. Most Happy Eater restaurants will be rebranded as Little Chefs.

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