Whitbread is trialing a ‘new look’ interior and new branding for its Beefeater restaurants as part of on-going research and development for the brand.
BBH was the creative agency involved in the rebrand, with the creation of a pink cow logo and the strapline “Passionate about steak”.
Restaurants in Ashford, Burton on Trent and Birmingham have been redesigned internally with a contemporary look to match the new branding, with more to follow later this financial year.
The Whitbread internal property and design teams worked in partnership with design agency Keane on the refurbishment interiors brief, The Drum understands.
David Murdin, marketing director for Whitbread Restaurants, said: “Beefeater is trialling a new look and menu, with a whole new take on steak, at three of its restaurants across the UK. We’re excited to see how these first trial sites are received by our customers.”
The new menu will focus on steaks, while also placing a ‘modern twists on classic dishes’.