Spirit Pub Company opens first pub under new 'premium food' concept

The Haverstock Hill venue with a 70-cover dining room celebrated its official launch last night. It features a higher-end food and drink offer than the other managed Spirit venues which fall under a number of brands including Flaming Grill and Chef & Brewer.

Premium​

A recent Spirit recruitment campaign, advertising to fill roles in the new pub, confirmed the George would be the first venue under a new concept.

"Located in affluent areas, our pubs will attract a discerning guest that has high expectations," the advert read. "They will put as much emphasis on the atmosphere and service as they do on the quality of the food and drink and we will deliver all four elements in total synergy, with passion and flair.

"These pubs will look and feel like independent locals, offering a social haven for every occasion."

The advert also revealed the George had the potential for turnover in excess of £1m with food accounting for 40 per cent of sales.

Today, a spokesperson for Spirit Pub Company told BigHospitality the pub was an 'independent trial' and said no decision had been made on whether to progress the trial - as such the spokesperson said there were no immediate plans to roll out the concept.

The George​

Previously operated under Spirit's traditional pub brand Taylor Walker, the George Belsize Park features a British pub food-inspired menu but with greater emphasis placed on provenance and quality ingredients.

Main courses, which cost £12, include slow roasted British pork belly served with braised red cabbage, creamy mash and red wine gravy and half roast chicken served with lemon and thyme butter, corn on the cob and triple cooked chips.

The food offer also includes small plates and sharing boards, meanwhile the drinks list focuses on cask ales, craft beers and a range of wines at various price points (£15-100 per bottle).

Following a refurb, the venue now features a 'home-from-home' design with rustic wooden furniture. An outside terrace with seating for 20 will feature beach huts with table service.