Spirit follows US route with new Fayre & Square food offering
The menu, which launched earlier this week, features new dishes such as the All-American Hotdog, Double-Chicken Waffle Burger and Onion Ring Stacker.
Diners can also choose from three sharing dishes – Burgers & Hotdogs with Skinny Fries; New York-style Chicken & Bacon Pizza with Salad and Wedges; and Pasta Bolognese with Salad and Garlic Bread.
The unveiling of the new menu from Spirit comes less than a month after fellow pub operator Fuller’s opened the doors of its new ‘raw and exciting’ concept in Putney, featuring an American diner theme which could be rolled out to other venues if successful.
Burger business
And just last week JD Wetherspoon Americanised its drinks offering, inviting selected craft brewers from the US to produce their beers in the UK as part of a new initiative to capitalise on the UK's growing interest in craft beer.
In the past year, American F&B offerings in the UK have evolved from the offering of simple grab-and-go snacks like burgers and hotdogs from street food pop-ups into somewhat of an icon among international foodies, with dressed-up variations served up in by a variety of restaurant and pub operations across the capital.
The phenomenon took yet another turn a couple of months ago when two of America’s most popular burger chains - Danny Meyer’s Shake Shack and Barack Obama’s allegedly beloved Five Guys - caused huge queues for their first London openings.
Discount deals
Alongside its new food offering, Fayre & Square now has a ‘Tea To Share For £10’ offer, which is available weekdays between 3.30pm and 5.30pm, in a bid to fulfil the after-school period when parents are looking for a quick and easy option to feed the family.
Spirit has also expanded Fayre & Square’s ‘2 for’ drinks deal, with the likes of Carling, Strongbow or Fosters and a variety of spirits, available at a price of £5 for two.
Helen Wallace, Fayre & Square’s brand manager, said: “In terms of delivering great overall value, we believe we are leading the market – our ‘2 for’ deals resonate well with our target audience and have become a staple for the Fayre & Square brand following the introduction of the two for £5 on starters and desserts earlier this year.”
Spirit Pub Company owns and operates around 800 managed pubs across the UK, with other brands including Flaming Grill, Chef & Brewer and Taylor Walker.
The Burton-based firm this week reported a 4.1 per cent rise in like-for-like net sales in its managed division in the 12 weeks to 17 August and improving trends in its leased estate. Food sales grew 4.7 per cent on a like-for-like basis, with drink like-for-likes up 2.8 per cent.
Spirit Pub Company is currently advertising a variety of jobs across all of its brands with BigHospitality Jobs. Find out more and apply here.
