Brewers Fayre - Rejuvenation

Rejuvenation

Despite the previous policy of disposals and rebranding of Brewers Fayres sites, the chain has seen a resurgence in popularity fuelled by new menu offers such as 2 for £10 meal deals, along with an option for 2 desserts for £2. In late 2008 a refurbishment program was launched. All sites were given a small make over featuring a new colour scheme, new carpets and paintings in the restaurants. Some of the first sites to be refurbished were The Meadows near Barnsley and The Oaks at Norwich Airport.

On 31 March 2009 the new theme kicked off with a new logo featuring the new slogan "Pub Food as it Should Be" printed on the menus. Sites continued to be refurbished, with the last site refurbished in 2010. New external signage was given to each pub at this time, too. In December 2009, The Papermill in High Wycombe was refurbished and hot counters were added in the restaurant. The buffet counters (known as the "Buffet Place") are to hoast theme nights such as "Curry Night" on weekdays in addition to the main menu. After a successful trial at this location the programme was rolled out to further Brewers Fayre locations in September 2010 and then again during 2011. In September 2010 theme nights were introduced to all pubs, including those without buffet counters. These included "Pie nights" and "Fish & Chip shop nights". Sites that have the "Buffet Place" featured more theme nights for every weekday such as "Mexican night". This was a more cost-effective solution than conversion to a Taybarns or a Table Table restaurant, formats which currently have higher sales and profits than Brewers Fayre. More themes have been created since, and in some restaurants there is a different theme all day every day.

According to Whitbread, it was "benefiting from sales at its Brewers Fayre and Premier Inn chain" in a 2011 economy in which "domestic price pressures near their highest levels in two decades." After opening The Harbour in Carrickfergus, Northern Ireland in early 2006, Brewers Fayre opened no pubs for over two years. Then The Wobbly Wheel near Banbury was refurbished from Millers Kitchen to Brewers Fayre in June 2008. Brewers Fayre opened its first new build site in 2011, The Malt & Myre at Lomondgate near Dumbarton, and now the brand is slowly opening more new build sites.