Whitbread trials 'all-you-can-eat' buffet chain

by Jemima Bokaie Marketing 07-May-08, 09:00

LONDON - Whitbread, the hotel and restaurant company, is trialling an all-you-can-eat buffet as part of a review of its nationwide restaurant offering.

Tay Barn is modelled on an unlimited helpings concept, popular in the US, and will offer a range of international cuisines.

It will be aimed at low-income families and students, with peak and off-peak prices of about £7.99 and £5.99, respectively. It is being trialled in Swansea before being rolled out nationally.

This year, Whitbread is also launching a restaurant brand called Table Table, aimed at families, groups and couples.

In addition it is investigating other restaurant concepts to boost its portfolio, which includes Beefeater and Brewers Fayre.

Premier Inn's Gerard Tempest, who was promoted to marketing director of Whitbread Hotels & Restaurants in March, will be overseeing the Tay Barn launch.

Whitbread Restaurants' £3m media planning and buying account is handled by PHD.

Like-for-like sales at Whitbread's restaurants increased 0.8% for the 50 weeks to 14 February, according to the company.