LONDON, UK
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DUBAI, UAE
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LONDON, UK
(
)
DUBAI, UAE
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)
CLOSE
A new recipe for the Great British pub
A new recipe for the Great British pub
A new recipe for the Great British pub
Flaming Grill is Greene King’s flame-grilled pub brand, combining the comfort and value of a local pub with a menu designed to make everyday eating out feel easy.
YEAR
2024
YEAR
2024
CLIENT
Greene King
CLIENT
Greene King
SERVICES
Customer Acquisition
Product Portfolio Strategy
Commercial Validation
SERVICES
Customer Acquisition
Product Portfolio Strategy
Commercial Validation
The Challenge
Greene King approached us in 2022 with the task of reinventing Flaming Grill, a well-known mid-market pub brand built around affordable flame-grilled food, generous portions and family-friendly value.
Our challenge was to evolve Flaming Grill into a clearer, more compelling proposition that could work across the estate, attract a new emerging audience and protect the elements that had made the brand successful in the first place.
The Spark
Fearlessly Frank began with extensive research into the mid-market pub sector, analysing the current Flaming Grill offer, visiting sites, mapping competitors and understanding the role family pubs play in people’s lives today.
We saw the opportunity to future-proof the brand by meeting the changing tastes and expectations of modern families, while maximising the effectiveness of the brand’s strongest existing asset: the grill.
The Breakthrough
Today’s families have a growing appetite for global food and drink.
We developed and tested a series of propositions that explored how Flaming Grill could move from a narrow flame-grilled pub offer into a broader world of flavour, without losing its core. At the heart of the final concept was the idea that grilling could become a flexible platform for modern eating, allowing the brand to expand into global flavours, lighter options and more conscious choices while still delivering the satisfying, flame-grilled food guests already associated with the brand.
The Impact
In 2024, Greene King launched Seared, a new concept that brings food and drink from around the world closer to home.
Seared gave the estate a clearer role, a fresher energy and a more relevant reason for modern families to visit. Rather than walking away from Flaming Grill’s heritage, it reframed the grill as the foundation for a more flexible, future-facing pub experience.
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uplift in food sales across trial sites
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increase in average dwell time
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growth in drinks revenue from premium ranges
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uplift in food sales across trial sites
+0%
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increase in average dwell time
+0%
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growth in drinks revenue from premium ranges
+0%
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uplift in food sales across trial sites
+0%
+0%
increase in average dwell time
+0%
+0%
growth in drinks revenue from premium ranges
