OLD ENGLISH INNS

Retaining our well-loved heritage

  • Branding,
  • Copywriting,
  • Creative,
  • Photography,
  • Strategy

ABOUT OLD ENGLISH INNS

CHS currently look after the strategic brand development of Old English Inns (a Greene King sub brand). The pub and brewing company, Greene King, have been brewing ales for more than 200 years and have hotels, pubs and restaurants all over the country.

The Challenge

One facet of Greene King’s estate is Old English Inns; a traditional collection of pubs and hotels based in a variety of rural, market town and seaside locations. CHS were given the challenge to create a new positioning for this particular group.

Our Approach

With much of the inns’ current identity based around its traditional styling and historic locations, we looked to move the brand into a new domain of the contemporary, modern and characterful, whilst keeping the brand’s well-loved heritage very much in mind.

Within the strategic brand development we reviewed and updated the visual identity. We divided the estate to deliver a branded experience for hotel guests and a unique experience for those visiting the many pubs.

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The creation of menus is where we’re able to bring our knowledge of ‘menu science’.

We optimise the menu to ensure the customer’s eye tracks through the whole menu. These techniques enable us to increase the propensity of a customer choosing what they want to eat, rather than making a decision based on price, as a result it can often up-sell them to a higher priced item.

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External and internal messaging plays a major role in attracting new customers and reminding existing customers of each inns’ offering.

Using a flexible system we’re able to provide every property with a core set of communications with tactical campaign or event items on an individual basis. This enables each manager to adapt to the local area whilst still remaining as part of a bigger brand.

The Result

To drive sales nationally one of the campaigns we run is a direct mail campaign to existing customers. We’ve seen some fantastic results with the most recent campaign; delivering both call and web traffic increases of 51%.

Plus transactions increasing by 44% and year on year increase in turnover of 61%.

Their focus in selling more food in pubs has helped notch up £1billion of annual sales at its retail arm for the first time.

Let's Talk

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Call us on +44 (0)1202 473423, or send us an email

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