The new partnership will see the restaurants changing their children’s menus and putting on a number of themed events and special offers under the branding of The Beano, which is best known for characters such as Dennis the Menace, Gnasher, The Bash Street Kids and Minnie the Minx.
Whitbread’s head of Brand and Marketing Chris Lewis said: "The Beano is an institution loved by fans of all ages and we're very excited to see the characters burst on to the scene at Brewers Fayre sites across the country.
“We are a restaurant with strong family values so the partnership is a natural fit. We look forward to seeing families and their children interact and engage with the fun experience they'll have this year.”
The children’s menu at Brewers Fayre sites will see some changes due to the new partnership. Additions to the food on offer include Gn-achos and Salsa, Spaghetti Beano-ese and the Big Bad Hot Dog, as well as new dessert choices such as tricky Minnie Doughnuts and Cookie Double Dare.
The partnership also means a new look in terms of branding for Brewers Fayre, which will affect their internal POS and allows them to offer range of products featuring characters from The Beano. Children dining in the restaurants will receive The Beano themed activity packs along with the new menus.
The restaurant will be running a range of seasonal activities based around the comic book for both children and adults to get involved in throughout the year. This includes The Beano themed Christmas and children’s parties with visits from Dennis the Menace, Gnasher and Minnie the Minx. The restaurant will supply customers with party organiser kits that include invites and thank you cards, kids’ meals, cakes, party bags and play facilities, all fitting with the theme. Staff will also wear The Beano branded t-shirts.
DC Thomson’s head of brands Tim Collins said: “This exciting partnership demonstrates our unwavering dedication to maintaining the relevance and cross generational appeal of The Beano to fans of all ages whether they’ve loved the characters forever or have recently discovered them.”
The Beano themed activities will start with a Father’s Day promotion, which will give fathers visiting the restaurant on 15 June a free, limited edition The Beano comic with a special Father’s Day story inside.