Barracuda grows Smith & Jones chain to 150 pubs

The group, which operates 215 managed pubs in the UK, recently redesigned its core Smith & Jones brand to give it a more contemporary look and broaden its appeal to customers.

Following the redesign, Barracuda this year converted bars from its other brands – Barracuda Bar and Varsity – into Smith & Jones premises, has upgraded existing sites, and has merged the Juniper Inns business into its core brand.

The 32 new openings this year, together with the 12 Juniper Inns sites will ultimately bring the chain to 154 branded units, said Barracuda.

Mark McQuater, chief executive of Barracuda Group, said the Smith & Jones concept has proved successful as it appeals to a diverse customer base and has good scalability.

“It is encouraging that our ongoing investment in our quality pub portfolio is delivering demonstrable results as we focus our efforts and continue to invest in this successful formula,” he said.

Barracuda’s investment programme comprises capex investment of over £16m over a two year period. Over 90 refurbishments will have been completed over the 20 month period to Easter 2011 and a further 40 are planned over the next 12 months.

Smith & Jones ​

Generally situated in high street locations or secondary towns and cities across England, Scotland and Wales, Smith & Jones aims to provide good service and good food in a comfortable environment.

The chain also has a growing private party business and has introduced a “softer trading platform” that caters for its growing party bookings and private hire.

The venues target a broad customer base ranging from over 25s and young urban professionals to families.

Food and Coffee​

Food sales are a particular focus for the group, which aims to grow the food side of the business further.

Currently, breakfast sales have more than doubled over the last 12 months. Like for like sales have subsequently increased 25 per cent during the 9-12 noon shoulder trading period across the group as a whole.

A carvery offer has been introduced across part of the Smith & Jones portfolio, which it says has proved “particularly successful”, and Sunday roasts have seen growth of 35 per cent since last year.

Smith & Jones also now offers Costa coffee in 120 of its pubs. This, it says, has generated an increase of 50 per cent in coffee sales. A further 20 pubs will offer Costa coffee by the end of the summer.