Stonegate Group is proud to announce the launch of two distinctive pub formats, Heritage Pubs and Pubsmiths, within its managed estate. This strategic move marks the evolution of its food-focused offer and aims to deliver exceptional guest experiences by aligning each pub with the needs and preferences of its surrounding community.
Both formats consist of a small batch of hand-picked pubs, passionate about the quality and variety of traditional home comforts. Heritage Pubs focus is on pub classics served in a cosy, family-friendly and rural setting. Pubsmiths offer a drinks-led experience in lively social spaces serving small plates and shareable dishes in town and city destinations.
As part of this significant development, Stonegate has invested over £150,000 into various assets to ensure these new formats thrive. This includes guest engagement, new menus and digital platforms and exciting creatives for in-pub marketing materials.
The vision behind creating these two innovative, separate formats was heavily driven by in-depth data analysis and market research. Stonegate identified that trading profiles and guest behaviours were strikingly different across its former Pub & Dining estate. ‘Destination’ pubs in rural areas often report a 40% food mix with visitors favouring Sunday lunches and daytime dining. In contrast, town and city sites typically show a 20% food mix with peak visits midweek or evenings. By segmenting its food-focused offer into two new pub formats, Stonegate can provide more tailored offerings that best suit different locations and varying guest needs, with the ambition to serve moments that matter with well-loved traditional food and drink.
Heritage Pubs place guests at the heart of everything they do, offering an open-armed welcome across 51 sites. The emphasis is on food, making it the perfect destination for sit-down meals, family gatherings, and special occasions like Christmas or Mother’s Day. The pubs are the heart of communities, welcoming families and four-legged friends alike in a genuine, friendly and easy-going atmosphere. The food offering showcases pub favourites and indulgent Sunday roasts with bottomless Yorkshire puddings, gravy, and roast potatoes. Additional features include the Cask Ale Collector Card, where guests buy six pints and get the seventh free, and local events like quiz nights and family orientated activities.
Pubsmiths, known as signature locals, operate across 12 sites, primarily located in London or on bustling high streets. They are designed to offer a vibrant and sociable experience, appealing to guests who seek lively, casual moments in a pub they can count on. Whether they’re grabbing a lunch and drink offer or enjoying post-work drinks, these pubs feature a vertical dining experience. The menu includes an array of 15 small plates, as well as sharers and of course, the classic pub ‘go-to’ dishes. Ideal for social gatherings and spontaneous meetups, Pubsmiths cater to a crowd that prioritise socialising over formal sit-down dining.
David McDowall, CEO at Stonegate Group, said: “We recognised that there can no longer be a ‘one size fits all’ approach for our Pub & Dining estate. By segmenting these pubs into two new formats, with Heritage Pubs including destination sites and Pubsmiths as town and city pubs, we’re able to better cater to the differing needs of our guests.”
“This strategic decision was driven by listening to our team and guests, who shared their preferences, reasons for visiting, and suggestions for improvement. This evolution is about setting up every site for success, putting the right pubs in the right places with the right offerings, and we’re excited to see our guests’ response.”
The two pub formats are set to launch with a festive menu on Tuesday 12th November, featuring standout dishes like Lamb Shank Cottage Pie, Melting Cheddar Fondue, and Panettone Cheesecake. Both formats recognise everyday as a special day and will bring seasonal cheer and high-quality offerings that showcase the best of the British pub – there is always a reason to celebrate.