The new company - Flying Pig & Lobster - will be led by Inventive Leisure founders Roy Ellis and Neil Macleod and Rimmer and will operate under two development vehicles - modern traditional pubs and a high street-focused casual dining format, according to BigHospitality's sister publication M&C Report.
Flying Pig & Lobster's first acquisition, the Elephant pub and Bubble room in Woolton Village, Liverpool, will operate both formats with the pub offering traditional food while the restaurant format will be at the higher end of the casual-dining sector, offering lobster, BBQ, burgers and live music.
Ellis told M&C Report he hoped to add one or two more sites to the business by the end of next year before rolling out another five in 2015.
“We believe traditional pubs offer a great opportunity for experienced multiple operators such as ourselves. The major pub companies have some fantastic properties in great locations that need exciting retail ideas combined with operational know-how," he said. "We also believe there is a gap in the high-street casual-dining market for a concept which caters for everyone and has a bit of oomph about it."
"We have been fortunate that this first site allows us to incorporate both models and see how they go."
Sunday Brunch co-host Rimmer, who has known Ellis for 20 years and has a 'decent amount of shares' in the new venture, will oversee the company's food offering.
The chef, who also owns Greens and Earle restaurants in Cheshire, will work with Inventive alongside his other commitments, which include the opening of his first restaurant in Liverpool.
Simon Rimmer at Layla Brasserie will open its doors at the 87-bedroom Doubletree by Hilton hotel in spring next year.
Hotel operators Sanguine Hospitality had hoped to open the property, set in two former council buildings, this November, but were forced to put back the date due to development work of the Grade II listed building.