Star Pubs invests £4.6m in outdoor areas

Heineken’s pub arm Star Pubs is investing £4.6m in revamping the outside of its pubs in 2024, with 156 pubs set to be involved in the external upgrade programme.

The pub chain is focusing on reflecting each site’s internal offer in their external look and signage, with mural signs and heritage colours used at premium venues, while community locals will have classic swing signs and paintwork in traditional pub colours like burgundy.

70 building makeovers will be carried out, costing on average £38,000 each. These will include new signs, lighting and planting plus additions such as feature entrances and cladding to enhance kerb appeal.

Star will upgrade gardens at 86 pubs, concentrating on developing areas to generate additional trade during inclement weather.

Two design approaches will be used: awning-covered areas opening directly off pubs via bi-fold doors, as well as free-standing heated and lighted pergolas with pitched roofs that are completely separate to the building. Both options are designed to act as extra rooms and can be used for functions and events as well as for alfresco eating and dining.

Chris Moore, property director for Star Pubs, said: “A pub’s exterior is just as important as the interior. The outside is like product packaging; it must marry with what customers find inside and encourage potential passing customers to try it.

“Pubgoers have lost none of their enthusiasm for sitting outside since the pandemic, and going to a lovely pub garden with friends is now firmly established as a favourite consumer occasion. Following trials at our managed operator pubs we’re investing in weatherproof structures, and this year’s chilly wet weather underlines the value of doing that.”

One of the trials was at the Winchmore (pictured) in Winchmore Hill, where a £150,000 investment transformed the venue’s garden into an 80-seater area that can be used year-round. The aluminium-framed structure has double entrance doors off the car park, heating, solid walls for sound insulation and a retractable roof. It is kitted out with a bar, wait station and a range of furniture, including booths and barrel tables.

Completed in March, the upgrade has doubled sales at busy times and increased trade by 20% at weekends, according to Star Pubs.

It comes after Heineken confirmed in May that it would invest £39m in reopening 62 pubs and refurbishing hundreds of its older venues in a bid to attract customers used to working from home.