The Greyhound Wembley

N.B. Cover images are illustrative of previous Star Pubs & Bars refurbishment projects

The Best PubsOur mission is to create outlets that offer customers the best possible experience, whatever they expect from their preferred type of pub.

Whether it’s a cosy country inn, lively community local or chic city centre bar, our continuing multi-million pound programme of investment is designed to deliver popular pubs with a profitable future - but we never forget that a great pub starts with a great licensee.

The Best SupportOur Business Development Managers will offer you the detailed professional advice you need to achieve your ambitions in the industry whilst our Property Managers and Project Controllers will help you create the right pub to maximise the potential of your local markets.

Equally, our highly talented team of architects, designers and contractors are committed to completing every capital expenditure project on time and in budget.

Our Segmentation ExplainedTo help with long term business planning, all our pubs are segmented. Segmentations are identified by colour and a three letter code as shown on the right:

Customer Segmentation

A Bit of Style Pubs with A Bit of Style will blend contemporary design with

the British pub’s traditional role of a place to socialise, have a laugh, loosen up and have a good time in a lively atmosphere.

Young & Edgy Bar Young & Edgy pubs are similar to a Bit of Style pubs but with

a younger clientele and an offer towards the lower end of the market. Young & Edgy pubs will have a lively atmosphere and be a good place for younger customers to socialise, have a laugh, loosen up, indulge themselves and have a good time.

Mainstream Bar/Pub As the name suggests, Mainstream Bars & Pubs are the

familiar high street local. They are convenient and friendly places where customers can take a break from work or family whilst refreshing themselves and recharging their energy levels without spending a lot of money.

Great Pub, Great Food Great Pub, Great Food outlets are traditional village, rural

or suburban locals that offer a convenient location for good food and socialising whilst strengthening the ties of the local community.

Regular Pub, Some Food Regular Pub, Some Food pubs are similar to Great Pubs,

Great Food outlets but are less food focused and place a greater emphasis on value-for-money bar meals. This type of pub offers what every customer wants from a traditional local. Customers expect to be able to pop in and meet friends, family and neighbours who they know well, for a quiet drink and maybe something to eat.

Family Pub Restaurant The Family Pub Restaurant provides a welcoming atmosphere

that caters for all types of family gatherings from children’s birthday celebrations to quiet anniversary dinners. Customers often regard these pubs as their local and use them to strengthen traditional ties within the family group and their wider community of friends and neighbours.

Community Wet Pub This type of pub is at the heart of its local community. Food

is of lesser importance here. What these customers want is a place where they can loosen up, take time for themselves and generally take a break from the pressures of life.

1 John Smith’s CGA Strategy Nov 09. 2 Foster’s CGA MAT Volume Nov 09. 3 Strongbow CGA 52 wk Nov 09. 4 Newcastle Brown Ale CGA Strategy Oct 09

About usStar Pubs & Bars is the leased pub business of HEINEKEN in the UK and we believe being the largest brewing concern in the UK and Europe means we can offer our licensees the best brands, the best pubs and the best support in today’s pub industry...

The Best BrandsHEINEKEN in the UK’s portfolio now contains some of the best known brands from the UK, Europe and around the world.

Britain’s most popular draught beers and ciders, John Smith’s1, Foster’s2 and Strongbow3 as well as packaged beer4 are all part of HEINEKEN in the UK’s family, along with such best selling European and world brands as Heineken, Amstel, Tiger, Birra Moretti and Sagres.

ABS

CWP

FPR

GPF

MBP

RPF

YEB

Project Core ValuesThe Greyhound is a large and impressive outlet, benefiting from its extremely close proximity to both Wembley Arena and Wembley Stadium, hosting events such as Cirque du Soleil, the FA Cup Final and Semi finals and England’s International fixtures. In addition the popular Harrow Road boasts a diverse range of retailers and offices creating a truly excellent opportunity to capitalise on the regular and passing trade created.

The surrounding area consists of residential housing with great transport links providing easy access for commuters to central London and elsewhere via both rail and bus.

The project will relaunch The Greyhound with enhanced external appeal capitalising on its prime location, with the installation of new signage, a fresh lighting scheme and landscaping to create an improved external trade area. The objective of the proposed works is to encourage a more aspirational clientele and to this end there will be full internal refurbishment and F&F will be renewed or refurbished as appropriate.

The Greyhound, 324 Harrow Road, Wembley, HA9 6LL

Current Segment:

Proposed Segment:

Ideal Licensee Profile - Skill Set and ExperienceDuring key fixtures and events The Greyhound experiences an extremely large volume of custom, the ideal licensee would have significant experience and be capable of managing an operation with such large ‘match day’ crowds. Experience of and skills in the field of catering would be preferred, in line with the post project plans to improve on the outlet’s food offer. Similarly, the objective of creating an environment that will attract the desirable clientele requires leadership capable of training and motivating staff to provide a consistently excellent level of service. Due to the level of F&F investment required the potential operator would need to be well funded, with a robust business plan and the marketing skills necessary to rapidly exploit the local demographic in addition to attracting interest from a wider custom base.

MBP

MBP

In accordance with the project’s core values, the following work will be carried out:

• Exterior – work will be undertaken to create a safe and pleasant external trade area and redecoration, building fabric repairs and new signage and lighting will improve The Greyhound’s kerb appeal. The front terrace area will receive a railed perimeter in line with licensing requirements.

• Interior – New flooring, appropriate to the project’s objective, will be provided throughout the trade areas and there will be significant investment in renewing or refurbishing F&F.

• Kitchen – The trade kitchen will be upgraded to be made appropriately operational as per the post project offer.

• Toilets – Refurbishment will be completed on all toilet amenities, including disabled facilities.

More InformationThis is a terrific opportunity to acquire an exciting pub business with real scope for growth, interested parties are encouraged to call us on 0500 94 95 96 or follow the simple online application process at www.starpubs.co.uk

The Work in Detail

Example imagery from Segmentation Reference House.

Proposed Refurbishment Scheme

Proposed Plan

Location & Catchment Area

The Greyhound

The Greyhound, 324 Harrow Road, Wembley, HA9 6LL

The Mosaic ReportThe next few pages offer a brief guide to the key customer groups for this outlet and how the proposed refurbishment will cater for their needs…

The Area Situated on the main Harrow Road (A404) the area enjoys excellent travel links to central London by both bus and rail networks as well as benefiting from its own amenities that serve the local suburban residents. As previously highlighted the outlet is located within very short distance of popular venues Wembley Stadium and Wembley Arena, attracting a footfall to the area that is in excess of 10 million per annum.

Resident GroupsThe largest Mosaic Group resident in the immediate area is the Suburban Comfort group (32%) characterised by older families enjoying life in suburbia.

Mosaic profile, 1 mile radius

SNPE Outlet Report

Copyright Experian 2008 1 of 12

Report Name: VRT London ATarget Area: 3 Miles: J1G0115 Greyhound Wembley 3 vs. Base: London

Created on: March 10, 2009User: snpecustom

Target BaseNumber of Pubs 151 8,166Number of Licenses 217 11,343Adults 18+ per Pub 1,971 1,160Adults 18+ per License 1,371 835

Location Catchment Map of your Area

Customer Groups The top six customer types living within a one mile radius of this outlet are as follows:

• Asian Enterprise (28%) - well-qualified minority groups with a focus on family, living in semi-detached housing in suburban areas. These hard working and well educated white collar individuals favour spending on electronic products and jewellery items.

• Settled Minorities (24%) - these young families and singles of varied ethnic decent living in terraced accommodation, work as professionals or in service sector positions though levels of unemployment in this group are high.

• Metro Multiculture (9%) - singles and co-habiting couples on modest incomes residing in multi storey public housing and experiencing high levels of unemployment.

• Counter Cultural Mix (9%) - a youthful and mobile demographic living in more urban areas who value style and creativity with professional or service sector careers. They are well informed and in touch with current trends and fashions.

• Cultural Leadership (7%) - traditional family units with UK rooted, orthodox values led by professionals in powerful roles commanding high incomes and choosing high end suburban living in exclusive areas.

• New Urban Colonists (6%) - these high achieving young professionals enjoy high levels of international travel and enjoy their city lives with well-paid jobs traditionally in the sectors of financial services and PR.

The Mosaic Report

Top 6 Customer Needs Refurbishment Response1 Out on the town – young adults looking for a lively

venue for a sociable get together. They tend to favour modern bars but will travel to reach their favourite place.

Improvements to internal and external trade areas will appeal to these sociable pub goers.

2 Out for Dinner – friends and couples enjoying a proper meal out, often for a treat or celebration, and spending more on food and wine than usual.

Provision of an improved food offer and upgrades to the commercial kitchen will help cater for The Greyhound’s diners.

3 Evening Local – a traditional use for a traditional pub with men and women relaxing after work by enjoying a quiet drink with friends and colleagues.

The refurbishment to internal and external trade areas will provide a pleasant environment for these regular visitors.

4 Pub Play – younger customers, usually male, visiting in the evening and playing fruit/quiz machines and/or watching sport on TV.

The outlet will be suitably equipped to cater for these important customers.

5 Me & My Pint – customers often retired males, enjoying a quiet pint or two on their own in the afternoon or early evening.

Improvements to F&F and a focus on the traditional pub role will encourage these visitors to make The Greyhound their local.

6 Big Night Out – young adults celebrating an occasion, often ending in a night club.

Refurbishment to internal and external trade areas and the provision of an excellent drink offer will appeal to these high spending customers.

Customer Expectations & BehaviourThe following table illustrates the top six reasons for visiting a pub in the area and the proposed changes to The Greyhound that will meet these customer’s needs and expectations:

For more information please call us on 0500 94 95 96 or follow the simple online application process at www.starpubs.co.uk