Allied Domecq Retailing, the pub group responsible for the Firkin
chain, is targeting older people with higher disposable incomes, with
the launch of a lightly branded pub chain.
The company has set up a new division, Golden Oak Inns, to run the
chain, which will rival Scottish & Newcastle’s Chef & Brewer brand. The
pubs will operate under their individual names and characteristics but
will have in common fresh food and a broad selection of wines and
The first pub to launch under the new covert branding is the Cock Inn in
Wishaw, West Midlands and the company plans to extend the format to
around 12 sites by the end of the year.
The launch comes as Allied Domecq Retailing announces plans to invest
pounds 150m over the next 12 months developing its pub brands.
Plans include the launch of an additional 43 Big Steak Pubs with Wacky
Warehouses and a further 54 Firkin pubs.
The company is also investing pounds 6m on 40 more Mr Q’s sites, its
pool- and music-driven pubs for young adults, and is expanding its
Brasshouse, Quo Vadis and Festival Alehouse brands.