Run by director of managed operations, Mark Brooke, who joined Hawthorn last year, the new platform will represent about 20% of Hawthorn's estate.
The move follows Admiral Taverns’ acquisition of Hawthorn for £222.3m last week.
Proper Pubs are described as being wet-led community pubs that are ‘focused on providing a great range of drinks at good value prices, with entertainment offerings for the whole community’.
Operators receive an ‘industry-leading’ percentage of the weekly net turnover to pay the team and themselves, with Proper Pubs saying that it takes care of the rest.
“You can’t beat a Proper Pub, and this platform will bring our entire division together,” says Brooke.
“The brand builds on the strong foundations of the original Hawthorn Operator Managed model, and applies learnings from Bravo Inns, which we acquired in 2019, and how that business was successfully grown.”
Proper Pubs will support Hawthorn’s new corporate charity partner, Chasing the Stigma, a national mental health charity which works to reduce suicide, eradicate stigma and enable everyone in the country to be able to access clear pathways to mental health care.
The Proper Pub operators will have the opportunity to become Ambassadors of Hope to provide support for customers who may be less likely to speak up about the need for help.
Earlier this year Hawthorn bought 14 pubs from Everards of Leicestershire as part of its plans to expand its nationwide pub portfolio. The pubs were predominately located in suburban and neighbourhood locations in the East Midlands.