Sizzling Pubs - Elevating the Sizzling Experience: A Premium Rebrand Success Story

The Client:

Sizzling Pubs, the UK's largest collection of pubs, has been a valued partner of CHS for four years. With a presence in virtually every suburban community across the UK, Sizzling Pubs guarantee their guests good times, by offering classic pub atmospheres, wholesome environments, and exceptional value in food and drinks.

The Challenge:

In 2021, Sizzling Pubs recognised an exciting opportunity to trial elevating their existing sites into more premium experiences. To make this premium trial effective, they needed a fresh visual identity that would match the enhanced pub experience while maintaining a strong connection with their Core brand.

The Solution:

CHS embarked on a journey to redefine the Sizzling Pubs experience, aiming to bring a fresh perspective and elevate the brand’s identity. We wanted to introduce more premium cues to how we looked, talked and felt within these specific sites.

Colour theory: We had used lots of oranges and reds in the Core brand to signify deals and value. But to set the premium sites apart, we introduced a more sophisticated colour palette, infusing richness and maturity into the brand's identity. 

Reimagining imagery: Departing from the community-centric visuals of the Core brand, we adopted full-bleed, close-up shots that were more artistic and conceptual. These images highlighted the premium ingredients and culinary artistry available at the premium sites.

Revamping menus and POS assets: The new visual identity was seamlessly integrated into menus and point-of-sale assets, ensuring a cohesive and immersive brand experience across all touch-points.

The Results:

The premium trial proved to be a success, with guests showing increased spending per head. 

The introduction of new dishes was met with enthusiasm and has since been adopted into the Core offering.

Sizzling Pubs and CHS are now exploring how a combined approach can further enhance the brand's visual identity, paving the way for the future of Sizzling.