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Tue 12th Mar 2013 - Breaking News - Greene King expands new Flame Grill concept
Greene King expands new Flame Grill concept with openings before Easter: Greene King is expanding its new ‘Flame Grill’ concept, which has the tagline Pub and Flaming Grill. It combines ‘contemporary style with authentic pub atmosphere’ and industry sources report the new concept provides a more premium approach to community mainstream pubs. Décor is upmarket whilst the menu places emphasis on value price points combined with big flavours through grill cooking and special sauces. Early conversions to the format, which sits within Greene King’s locals division, include the Lord Darcy, Alwoodley, Leeds, The Red Lion, Sunningdale, Ascot, The Ascott in Pinner, The Golden Hind in Portsmouth, The Red Lion in Stubbington, The Old Salt Quay in Rotherhithe and the Testwood, Totton. The brand website states: “We have a speciality grill section which is delicious - choose from a selection of dishes which are cooked and infused with oak, hickory, or maple.” The flame grill selection includes a variety of steaks and sizzling dishes – a section of the menu also offers two main meals for £10. The Monument pub in Hereford and The Speckled Hen on the outskirts of St Albans are due to move to the Flame Grill format shortly. The Pavilion in Shepherds Bush is another conversion on the blocks. Of the Pavilion, the company states: “With the business turning over an average of £11,000 per week year-to-date and food at 19% of the mix it is currently in a great position but crucially has a lot of opportunity to grow.” Greene King’s website states: “The Flame Grill menu offers consistently well-presented, quality, value-for-money food and drink where tasty flame-grilled food, enhanced by delicious smoke-marinade is the speciality. The unique cooking method offered by the Flame Grill equipment, sears the meat on contact and locks in natural flavours resulting in tender, moist, succulent food.” Greene King has increased food sales within its 472-strong local pubs segment from 17% of sales to 23% of sales since 2007. Of the 472 pubs, 137 sit within the community mainstream segment. The Flame Grill menu offers a steak and a drink for £7.49 on a Monday and Tuesday, a burger and a drink for £6.99 between Monday and Saturday, 12pm to 5pm, plus a curry and drink for £5.99 on Thursday from 5pm. There’s a choice of nine burgers and five dishes served with their own marinades. Greene King is the second largest operator of managed pubs and restaurants in the UK with 972 sites, second to Mitchells and Butlers with 1,600 sites. Confusingly, Spirit Pub Company operates a brand called Flaming Grill that has grown to more than 100 sites since it was founded in 2009.

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