Despite operating under the umbrella title Renaissance Pubs for 12 years, owners Mark Reynolds, Nick Fox and Tom Peake were forced to find a new name for their seven-strong pub company earlier this year.
The trio, who employed brand consultancy Good to create the new name, said although it had taken time and money to do, they saw the move as a positive one.
"When we first opened the letter there was a lump in the throat moment, but once we looked into it we found that it presented a good opportunity to review everything," said Fox. "It's very much business as usual. Nothing has changed in any major capacity, we're still doing the same as before."
In threes
Reynolds said the 'Three Cheers' name reflected the company's background, having been set up by the three friends and had a celebratory tone to it. The 'three' theme has also been reflected in a menu refresh across the group with a three courses for £30 menu introduced.
Other changes include the introduction of a Table Menu for Saturday and Sunday lunchtimes offering a selection of charcuterie created by Moons Green to start, a large roast chicken with all the trimmings and an apple pie with custard for groups of four or more and renovations of the garden at The Avalon in Clapham.
Three Cheers has also worked with The London Beer Factory to create a Summer Pale Ale and Reynolds has been busy creating batches of homemade elderflower cordial from his home in Hampshire which will be available as soft drinks and an ingredients in summer cocktails.
Pubs with rooms
Three Cheers, which added six bedrooms above its Kennington Pub The Tommyfield last year, is also considering adding rooms to two more pubs with the Latchmere in Battersea probably the first to be adapted.
"Average occupancy is at 85 per cent and we're really pleased with the way it has gone, so it is something we want to try and do more of in our pubs where we can," said Fox.
"I like having the bedrooms as part of the mix," said Peake. "It's part of hospitality, it makes sense to do it where we can."
Peake, Fox and Reynolds said organic growth to more sites across London was also still part of the company's plan, but it was dependent on finding the right sites for the right price.