Stonegate Pub Company, a leading hospitality and pub group with over 620 pubs and bars across the UK in a variety of formats, needed to extend the food offer within what was widely considered a wet-led estate. Severn initially used menu development to transition Stonegate’s core customer base from chiefly drinks-heavy to food orientated. An initial, a value-led route, offering traditional, affordable pub favourites as the perfect accompaniment to a pint increased ATV, though did not attract new customers, so we needed to create more reasons to visit through the chain’s food offer.Utilising ‘all day deals’ and promotions on specific days of the week, menus developed the proposition that the local was also an eating destination, ideal for family meals out.Alongside this, Severn evolved the food photography and menu design, using call-outs, strong typography, a distinctive colour palette and high gloss menu finish to appeal to a wider, more discerning audience. Detailed research including focus group and customer feedback revealed that the perception of the quality and value of Stonegate’s food offer had improved significantly. The next stage was to take brand perception up a notch. Moving from a portrait format, menus became outsized square with a contemporary palette, a new photography style and design touches, such as matt laminate to further the perception of quality.