CHALLENGE Greene King wanted to create a new franchise-style pub model that could attract ambitious operators while maintaining the consistency, support and scale of a national business. The ambition was to develop a proposition that worked equally well for publicans and guests, creating a compelling alternative within an evolving pub market.
POWER OF HOSPITALITY THINKING™ Working closely with Greene King, we developed Hive from the ground up, defining the proposition, brand strategy, naming, identity and experience principles. The concept was designed to balance entrepreneurial freedom with operational structure, creating a model that empowered operators while delivering a consistent and distinctive guest experience.
OUTCOME Hive launched as a new growth platform for Greene King and has played an integral role in the expansion of its franchise portfolio to more than 100 pubs. The concept has received industry recognition, expanded across the UK and helped demonstrate the commercial potential of Greene King's evolving franchise strategy.
LOCAL PUBS WITH A BUZZ
Where local life happens
Award-winning concept
Recognised by the industry with a Best New Concept award, validating the strength of the proposition and its appeal to operators and guests alike.