One of the new companies – Nightjar Bars Limited – will eventually operate 11 of the group’s Revolution venues under a ‘local, non-branded format’.
Chief executive Mark McQuater explained that the firm’s new name better reflects the high end transformation of its bars; a wider range of trading hours and extensive new drinks offering, supported by a new food menu and service standards.
“The Group is committed to growth and the re-organisation of our bars under operating companies will allow us to continue our strategic growth plans at pace across the business,” said McQuater.
The Nightjar Bars business will be headed up by new operations director Carl Anderson, who previously worked at nightclub operators Yellowhammer and the Rank Group. Inventive Leisure had previously operated a Nightjar-branded room at its Revolution bar in Cardiff.
The New Inventive Bar Company’s other two operating companies are named after the group’s existing operating formats – Revolution Bars Limited and Revolución De Cuba Limited.
The re-organisation comes as the firm continues with its £10m investment in its ‘Evolution’ programme for the Revolution brand.
Last summer, the company announced it would be investing in its estate under the Evolution programme, which is ‘designed to reflect the increasingly style-conscious consumer’. Changes include a full-floor service, ‘attention-grabbing’ displays and a shift away from vodka-based drinks to a more rounded cocktail offer.
McQuater added: “We’ve been investing the thick-end of £1m every month since July as part of the Evolution of the Revolution brand, and at its completion in May 2014 we will have transformed over half of our estate.
“No other bar operator is spending at this rate on their core estate.”
In November, Inventive said it would increase this investment from £7m to £10m.The group currently has over 2,500 employees and has a turnover just north of £110m.