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.

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