What is the Greene King’s Hive franchise ad model?
Hive pubs will be operated by franchisees who have local knowledge and experience in running a pub. Its first location is the Maldon Gray in Sudbury, Suffolk, which opened this month after a £ 200,000 renovation.
GKPP has stated that each of its Hive Pubs will receive an investment of up to £ 300,000 for interior and exterior refurbishment and said it “will integrate the best systems and processes to enable the delivery of a consistent level of service and superior”.
He added that franchisees will ideally have some experience in pubs, either in retail management or in managing other rental or rental pubs. Upfront costs for the program start at £ 5,000 and the company has said the franchisee will receive a guaranteed annual income in the form of a management fee of £ 20,000 plus a percentage of weekly sales. Bonuses based on company performance and standards audits can also be obtained. Responsibility for pub setup, ownership and running costs, including inventory and supplies, marketing, training and ongoing support rests with GKPP.
GKPP Managing Director Wayne Shurvinton said: “We have created an exciting partnership where the franchisee can bring their individual expertise from the local community to a branded advertising concept and deliver the best local experience.
“This is a new format where the franchisee gets a ready-made ad invested with lower risk early on and into the future. It is a model where we want our franchisees to feel part of something bigger, with the collaborative relationship with our talented team supporting them and supported by the Greene King ladder.
Outdoor spaces all year round
GKPP is committed to ensuring that its Hive pubs feature “an innovative range of drinks, a food menu with quality pub classics, year-round outdoor spaces and regular entertainment ranging from from live sports to quizzes, music and events ”. An online platform will also be created for Hive franchisees to “connect and share ideas”.
The Hive model joins GKPP’s other franchise model, which is its unbranded deal. The company aims to increase the franchise base to 100 sites over the next three years.