History
The first Brewers Fayre pub opened in 1981 nearDisposals, closures and re-branding
In the past, there were many stand-alone Brewers Fayre pubs, but in 2006 Whitbread agreed to scrap the 239 stand-alone Brewers Fayre and Beefeater sites. These had traditionally lower revenues, and, as growth had stalled in them compared to the still-growing Premier Inn sites, they were seen as an obstacle to the company's sales growth. The sites were sold to market rival Mitchells & Butlers and over the year after they were sold, pubs were re-branded to Harvester, Toby Carvery, and a selection of other brands. A large number of sites became Crown Carveries (formerly Pub & Carvery), and this sparked growth in the brand, which originally consisted of only a small number of pubs throughout the UK. From 2016 Crown Carveries have been re-branded "Stonehouse Pizza & Carvery" A small number of stand-alone Brewers Fayre sites were retained where there was land on which a Premier Inn could be built, such as The Three Bells near Lymington and The Craigside Inn inOther brands
Brewers Fayre Local
A small number of sites were renamed Brewers Fayre Local. These pubs originally had a different menu but on the inside were designed more or less like a Table Table restaurant. The spin-off brand did not appear to work as planned, and they are now just known as Brewers Fayre and have the same menu.Brewsters
In 1999, 120 restaurants were re-branded as Brewsters in an endeavor to differentiate a set of more family-oriented pubs from those more suited to adults. Whilst its environment and food offerings were similar to those of Brewers Fayre, Brewsters placed a greater emphasis on entertaining children; pubs had a multi-level play area known as the 'Fun Factory', children's entertainers, and ice-cream machines. The brand's slogan was "Fun for kids, relaxing for parents". Another 30 outlets were added in the three years that followed. Many of Brewsters sites were Brewers Fayre sites with Charlie Chalk Fun Factories. The brand was often voted "The Most Family Friendly Restaurant Chain In The Country" by the baby charity Tommy's. In July 2001, the brand launched a national TV campaign called 'Break From The Old Routine', with the Oui 3 song of the same name as the soundtrack. Despite Whitbread's best efforts, in 2004, Brewsters sales began to slow down. As a result, the company integrated the majority of its 149 restaurants back into the original Brewers Fayre brand during 2005, in an effort to reverse the negative trend. The Brewsters brand had been completely phased out by the end of August. The 2004-05 annual report indicated it was beneficial for Brewers Fayre, not only because Brewsters was focused too much on young families and had lost its credibility with adult diners, but also because Brewers Fayre was focusing too much on the adult market and was trying to establish a more family-friendly attitude. Out of the original 149 outlets, all had kept their indoor fun factories, but a small number had these factories reduced in size and were known as Play Zones.Table Table
In late 2006, a small number of Brewers Fayre restaurants were refurbished, bringing in a more contemporary theme. The first site was Newhouse, inTaybarns
Starting in December 2007 with the Swansea Vale Brewers Fayre, six restaurants were converted to the Taybarns format and one was bought from a rival company. This was an all-you-can-eat buffet restaurant. Whitbread announced plans to convert more Brewers Fayre sites to the Taybarns brand during 2009 and 2010 but this never happened, partly due to their high cost. Despite the success of Taybarns, it was announced in March 2016 that all sites would be returned to the Brewers Fayre brand starting with the site nearBrewers Fayre Buffet Place
Although a majority of Brewers Fayre pubs featured hot counters (Buffet Place now "our Chef's Counter") as part of their restaurants, the sites in Widnes and Barry were named 'Brewers Fayre Buffet Place'. They feature a larger buffet counter with buffets available all the time. Extras such as cakes and salads are also available. The theme of the restaurant is also slightly different stepping away from the pub theme. In spite of this, these restaurants are now just run as normal Brewers Fayre pubs.Cookhouse & Pub
Late 2017 has seen Whitbread launch a new brand "Cookhouse & Pub." The first site was the former Lakeside in Oldbury which opened on 12 October. The Stonebrook, The Cotton Mill Kilmarnock, Butterley Park Ripley was re-branded in November 2017 and new build sites in 2018 are open in Bridlington and Rhyl. 'Cookhouse and Pub' have a very contemporary theme. More new builds and conversations have taken place during 2019.Rejuvenation
After opening The Harbour in Carrickfergus in County Antrim, Northern Ireland, in early 2006, Brewers Fayre opened no pubs for over two years until The Wobbly Wheel near Banbury was rebranded from Millers Kitchen. Despite the previous policy of disposals and rebranding of Brewers Fayres sites, the chain has seen a resurgence in popularity fueled by new menu offers such as two for £9 meal deals in late 2007, along with an option for two desserts for £2 in October 2009, and two starters for £2.50 in 2015. In late 2008 a refurbishment programme was launched. All sites were given a small makeover featuring a new colour scheme, new carpets, and paintings in the restaurants. Some of the first sites to be refurbished were The Meadows nearFun Factories and Play Zones
Most Brewers Fayre sites have some sort of children's play area. A few pubs feature an outdoor children's play area. All sites which were known as Brewsters have a big indoor multi-level soft play area known as the Fun Factory, with the exception of a small number of pubs which cut the size of the fun factories to make way for more dining space and renamed them Play Zones. Brewster the Bear was the firm's own mascot who appeared in the indoor Fun Factories (and occasionally dining areas) until 2015. Brewers Fayre originally had Charlie Chalk as their mascot, but he was replaced after the take over of Brewsters in 1999. A few Brewers Fayre sites which did not become Brewsters also had Charlie Chalk Fun Factories which kept running until they were eventually sold in 2007. Brewers Fayre specialises in birthday parties for children, allowing private use of the Fun Factory. In 2013, along with a refurbishment in the Brewers Fayre brand launched a new themed children's menu with '' The Beano''s Dennis the Menace as the new mascot, which was previously meant to feature Scooby-Doo. In 2015, all Fun Factories and Play Zones were refurbished and incorporated the Dennis the Menace theme and renamed "Play at Brewers Fayre".References
External links
* * {{UK Food Restaurant groups in the United Kingdom Pub chains 1980 establishments in the United Kingdom Dunstable Whitbread divisions and subsidiaries