The group, which operates the Bar Room Bar and Living Room brands, hopes to be able to offer “sport to all” by January 2011, with over half of its estate offering 3D viewing ahead of London 2012.
Rufus Hall, chief executive of Orchid, said the investment formed part of the company’s strategy to drive the “importance of community and family values” in its sites.
“We have trialled Sky+HD and Sky 3D sports in both our drink and food led businesses and the results show this is what our customers want,” he said. “We are delighted to be injecting more into the Orchid offer at a time of uncertainty for the UK consumer, as we recreate and enhance the ‘living room’ at no extra cost to our customers at their ‘local’.
“History has shown that what does well across the pond goes down well with us Brits – the USA executes food and sport seamlessly across a range of trading formats without compromise."
Gap in the market
“We recognise there is currently a gap in the UK market to provide sporting entertainment, food and drink with friends and family all under one roof, and we aim to fill it,” he added.
Orchid, which was one of the first pub groups to launch Sky 3D across 88 pubs earlier this year, currently also offers Sky in 100 of its pubs and carveries, and expects to now spend £3.6m per year with the entertainment provider.