Magazine article Marketing

Whitbread Repositions Restaurants

Magazine article Marketing

Whitbread Repositions Restaurants

Article excerpt

Whitbread, the owner of Premier Inn and Costa Coffee, is to overhaul three of its four restaurant brands in an attempt to attract a younger audience.

The brand positioning and advertising for Beefeater Grill, Brewers Fayre and Table Table is under review, led by Whitbread's restaurant marketing director, David Murdin.

The company recently appointed agency Bartle Bogle Hegarty Milton Keynes to carry out the repositioning, aimed at boosting sales by appealing to younger consumers.

Over the past year, Whitbread has focused on building its budget hotel brand Premier Inn and chain of Costa Coffee shops.

While the two brands helped to lift Whitbread's underlying profits by 15.2% to pounds 174.9m in the six months to 1 September, the restaurant division's like-for-like sales fell by 1.6%.

Murdin said that the 'same level of rigour, when applied to our restaurant business, should deliver the same output'.

Murdin is keen to position the restaurants as a portfolio of stand-alone brands, to avoid consumers perceiving them as a group of restaurants. He also plans to run national campaigns, in a shift away from the chains' locally targeted work. …

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