Earlier this year Spirit Pub Company began advertising to fill jobs working in a new premium pub concept from the firm and earlier this month Spirit opened the George in Belsize Park.
The Haverstock Hill venue with a 70-cover dining room features a higher-end food and drink offer than the other managed Spirit venues. Previously operated under Spirit's traditional pub brand Taylor Walker, the George Belsize Park features a British pub food menu but with greater emphasis on provenance.
The recruitment campaign revealed the pub had the potential to reach turnover of £1m with food accounting for 40 per cent of sales. It also confirmed plans for further premium venues:
"Located in affluent areas, our pubs will attract a discerning guest that has high expectations. They will put as much emphasis on the atmosphere and service as they do on the quality of the food and drink and we will deliver all four elements in total synergy, with passion and flair.
"These pubs will look and feel like independent locals, offering a social haven for every occasion."