Stonegate unveils new Heritage Pubs and Pubsmiths formats

Stonegate has launched two new distinctive pub formats, Heritage Pubs and Pubsmiths, within its managed estate.

The strategic move marks the evolution of its food-focused offer and aims to deliver “exceptional” guest experiences by aligning each pub with the needs and preferences of its surrounding community.

Both formats consist of a small batch of hand-picked pubs, which it describes as “passionate about the quality and variety of traditional home comforts”.

Heritage Pubs focus is on pub classics served in a family-friendly and rural setting. Pubsmiths offer a drinks-led experience in social spaces serving small plates and shareable dishes in town and city destinations.

Stonegate has invested over £150,000 into various assets to ensure these new formats thrive. This includes guest engagement, new menus and digital platforms and creatives for in-pub marketing materials.

The vision behind creating these two separate formats was heavily driven by in-depth data analysis and market research. Stonegate said it identified that trading profiles and guest behaviours were strikingly different across its former Pub and Dining estate.

‘Destination’ pubs in rural areas often report a 40% food mix with visitors favouring Sunday lunches and daytime dining. In contrast, town and city sites typically show a 20% food mix with peak visits midweek or evenings.

By segmenting its food-focused offer into two new pub formats, Stonegate is now able to provide more tailored offerings that best suit different locations and varying guest needs, with the ambition to serve moments that matter with well-loved traditional food and drink.

The Heritage Pubs format will be introduced to 51 Stonegate sites, with emphasis on food.

The food offering showcases pub favourites and Sunday roasts with bottomless Yorkshire puddings, gravy, and roast potatoes. Additional features include the Cask Ale Collector Card, where guests buy six pints and get the seventh free, and local events like quiz nights and family orientated activities.

Meanwhile, the Pubsmiths format will operate across 12 sites, primarily located in London or on high streets. Designed to offer a sociable experience, the menu includes an array of 15 small plates, as well as sharers and the classic pub ‘go-to’ dishes.

David McDowall, CEO at Stonegate Group, said: “We recognised that there can no longer be a ‘one size fits all’ approach for our Pub and Dining estate. By segmenting these pubs into two new formats, with Heritage Pubs including destination sites and Pubsmiths as town and city pubs, we’re able to better cater to the differing needs of our guests.

“This strategic decision was driven by listening to our team and guests, who shared their preferences, reasons for visiting, and suggestions for improvement. This evolution is about setting up every site for success, putting the right pubs in the right places with the right offerings, and we’re excited to see our guests’ response.”