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.
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.
