Making Good Times Go Further.

Suburbans Light Nights 2017

Managers Implementation Pack

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The Background
Suburban has been through a period of change, as the estate has evolved and moved on hugely, but
change is good. The Sizzling Pub & Grill activation created a new blueprint for the brand, focusing
on driving reappraisal and new guest acquisition. Whilst the remodel programme will continue,
there is still more to be achieved as a total estate from the most recent brand proposition work that
has been carried out.

Since autumn 2014 the teams have been working on how we evolve the Sizzling & Suburban brand
proposition to widen the brands appeal (to steal market share) and to improve our market
relevance in a competitive environment. We must create a differentiated offer that will ensure we
achieve our objective to be the UKs Most Loved Value Pubs.

Many of our pubs are taking on our newly developed identity so its important that everyone knows
whats new and we talk with one tone of voice. Over the past 3 months we have revisited our brand
proposition, vision, and values, which in turn have guided the menu development for LN17 and our
new creative look & feel, tone of voice and messaging.

Introducing Making Good Times Go Further

Our Why?
Why do we exist..
We believe people should have somewhere to spend time together and that
quality shouldnt cost the earth

Our Proposition
What are the benefits that a consumer gets from us.
Pubs where more costs less

Our Promise
We deliver our brand proposition by.
Making good times go further

The Future

Light Nights 2017 is a very exciting step for the brand and sees Making good times go further
launch across the estate.

A defined proposition allows us to create clear water between Suburban and the other value pub
sector, and gives us the ability to communicate a consistent message and look & feel across Sizzling,
Sizzling Pub & Grill and Oaktree/unbranded.
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What does Light Nights 17 mean for Suburban?

One brand proposition one offer.

A fantastic new Light Nights menu based around making good times go further,
inspired by the value equation of value = price + QUALITY + SUPERIOR EXPERIENCE.
New flavours and dishes focusing on our famous skillets, quality, freshness and
signalling change.
A consistent creative style that will be seen across all POS and our whole marketing
suite (printed and online) with one tone of voice, across all parts of the estate (logos
will remain different until later down the line)
A launch plan to amplify the new menu message.
A suite of promotional tools to help drive NOMs.

What does the future bring?

Part of Making Good Times Go Further involves the environment we provide our
guests to dine in. Over time, we will continue to move the design of our pubs forward
with the remodel/refurbishment scheme that will run alongside business as usual.
We will also continue to have a select number of sites on an innovation menu to
ensure were always evolving and pushing the brand forward to enhance our
proposition. These innovation cycles will then inform core menu development.
The new draught range continues to be rolled out across the estate in line with the
roll out programme.
At present uniforms will continue to roll out with the investment programme.
A new brand manual, atmosphere guide, service cycle and bar merchandising guide
are all being worked on to ensure we can deliver a consistent brand offer to our
guests and maximise the superior experience aspect of our value equation.

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Pubs Where More Costs Less Our Food Proposition
Our food offer is a key area where we can create differentiation, be distinctive and give a greater
sense of our personality.

The light nights menu is a real opportunity for us to show case our offer to guests, to show them
our great quality food, and our clear food proposition which is executed consistently.

The key food elements:

Skillets it may feel obvious, but whilst skillets currently feature on the menu, they have limited
cut through and very little visibility. They are a real fame point for us alongside using the freshly
grilled aspect of our offering to really hero food quality.
Fresh we are not a 100% fresh food outlet; however, we already outperform our market place
in terms of guest perception of freshness. There is a lot more we can do here to drive the food
quality perceptions, to assist with reappraisal and consideration, through our dishes and our
communications.
Choice at Sizzling we offer you a great range and choice to help guests find a favourite dish,
their perfect flavour combinations, or the chance to be a little more adventurous too.
Generous our guests often associate value for money with plate coverage and generosity,
therefore this is one of the key elements within all our food development process.
Fun and Social dining out should be social, we must bring a Sizzling twist gets people together,
and makes good times go further!

Our Quality Cues

A key focus of our new brand promise is all about making which comes down to our quality, care
and attention. Whether this is ensuring were sourcing the best ingredients within our budgets,
using the best preparation techniques, taking time to ensure were following the correct cooking
methods, looking after our draught range to ensure the perfect pint or following the guest service
cycle to deliver consistently time and time again, everyone has a part to play.

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Light Nights 2017

Menu Objectives

To ensure consumer preference through an exciting food menu

To improve our range to ensure the food appeases habituals but intrigues and engages a
wider audience and new users.
Improve trade up opportunities and SPH.
To address guest insight that showed us we are seen to have less healthy or vegetarian
options than our competitors.
Add new interest and excitement back into the menu with a few carefully sectioned new
dishes and flavour profiles.
Focus on from the grill and skillets.

To deliver an offer where more costs less whilst achieving budget

To ensure any need to take price, is balanced by improved dish specs or improved plate
coverage rather than simply taking price on existing products.
Use promotional tools and sensible price laddering to ensure we avoid taking price where
possible.
To use our new creative look and feel to ensure new and lapsed users reappraise our offer
by focusing on a message of food quality and great value.

To improve ease of service delivery, both front and back of house

Continued the work from DN16/LN15 to ensure a limited range of orphan products
although introducing some new products to add new news and excitement back into the
offer.
Dish number to be retained from DN16.
Look to reduce print complexity, price band complexity and variants.

Review creative and in particular our photography

To drive quality perceptions and reappraisal of the offer through new look and feel.
To drive our starter penetration (and therefore spend) through the addition of grilled
starters and menu placement.
To upsell guests into our more premium dishes and new dishes on the menu.
To create one menu across the estate.

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Our New Menu - Key Changes

Starters
Introduction of the activation starter bundle deal to encourage starter penetration i.e. 3 for
X, 5 for X and 7 for X range.

Starters will also move back into the main fold of the menu to encourage purchase.

Removal of large sharer plates to allow for some new news to go on the menu.

Introduction of 3 non-fried starter options:

o Grilled Prawn Skewer (replaces crackerjack prawns)
o Grill Lamb Kofta Kebabs
o Cropwell Bishop Stilton Mushrooms

We retain our classic favourites, with a slight change in spec

on the chicken wings.

Photo from front to back:

Grilled lamb kofta kebabs, Grilled Prawn Skewer, Nachos for one.

Burgers
We are removing the stacked and super stacked burger sections on the menu and will be
listing all burgers under Loaded Burgers. These will be price laddered.

All prices include a soft drink choice for the guest to choose from the drink deal.

We have introduced a new Black & Blue Burger and a new Jerk Bean Burger which is suitable
for vegetarians and will also be available as a vegan serve (noted on menu, reciped in your
cookbooks).

The Nachod burger and Halloumi burger have been removed.

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Vegetarian & Vegan
To ensure we are meeting the needs of all our guests and to improve our position on
vegetarian and healthier dishes we are introducing a vegetarian and vegan section on the
menu. Further vegetarian options are also contained within the main menu.

Again, we will be introducing a couple of new dishes which have been well received by
guests in other brands.

Three new dishes introduced to add variety, interest and develop this range to have wider
appeal.
o Roasted Vegetable Tart (Bejewelled Tart from Xmas 16)
o Grilled Vegetable Jambalaya (Vegan) which will also be available as a chicken
jambalaya.
o Jerk Bean Burger (also available as Vegan)

Additionally, we will have a new spec Mac & Cheese, the Halloumi Fajitas, Battered Halloumi
& Chips, Superfood Salad, Dhansak, Halloumi Wrap and Vegetarian Sausage and Mash
available for our vegetarian consumers.

All Time Classics

This was the Pubs Favourites section, which has now been renamed All Time Classics.

There is little change in this section:

o Beef Chilli will be a product change
o Mac & Cheese will be a product change to an Applewood smoked chedder mac &
cheese.
o We are introducing a new dish Grilled Chicken Jambalaya.
o Chicken, pulled ham & cheddar pie replaces the Beef & Doombar pie
o Minced beef pie will be a product change.

Roasts remain as they currently are. No change to spec for core or carvery bolt ons.

Fresh from the Grill

Our Sizzle Guarantee is now centre fold and if a guests skillet isnt sizzling then we will
honour our guarantee and replace their meal so please ensure we are following spec and
sending our skillets out sizzling!
All new dishes introduced will be served on skillets as we look to move all our grill section
onto a skillet serve.

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 As our hero section, this is where we have introduced most of our new news. And we have
removed some of the lowest selling dishes to make way for these. All of the new dishes
being
o Seasoned pork chops
o Bourbon glazed duck
o Buttermilk & Herb Half Chicken
o Lamb Kofta Kebabs
o Loaded steaks The New Yorker and the Black & Blue.
We have reviewed our steak sizes to be more aligned with the competitors. Also it means
we can remove a sku by removing the 20oz rump. We will now offer:
o 5oz rump
o 9oz rump
o 8oz sirloin
o 9oz ribeye
o Steak Platter two 9oz rump steaks

Lunch

With our lunch timeslot struggling, we have reviewed our lunchtime offer and now all
sandwiches and super subs will now include a soft drink from the deal drinks range Monday-
Friday 12-5pm.

We have taken off several options to allow us to have a more concise range but we
introduced 2 super subs (tuna melt and BBQ chicken & bacon) to allow us to ladder up our
sandwiches.

As it is light nights we have grouped the salads together and added a further Bourbon Glazed
Duck Salad. Our salmon topper, will become a prawn skewer topper.

Desserts and Sundaes

We have introduced a range new desserts and sundaes for the summer.

This includes some fantastic new options across our sundae and puddings range:
o Cadburys Lover Sundae
o Mint Aero Bubbles Sundae
o Strawberries & Cream Sundae
o Lemon Posset Crunch
o Strawboffee
o Cookie Dough Cream Pie

We have also introduced a trio of desserts for those that cant decide or may be tempted
to share. This is built of chocolate brownie with ice-cream, lemon posset and salted
caramel profiteroles.

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On & Off List
Section Off On

Starters Crispy Potato Skin Sharer Lamb Kofta Skewers

Glazed Wings Sharer Grilled Prawn Skewer
Vegetarian Sharer Stilton Mushrooms
Crackerjack Prawns
Pub Steak & Doombar Pie Pulled Ham, Chicken and Cheddar Pie
Favourites Quorn Lasange V Minced beef, ale & veg pie
now All Time Minced beef pie Applewood Mac n Cheese V
Classics Mac n Cheese Beef Chilli
Burnt End Chilli Grilled Chicken Jambalaya
Lunch Salmon Superfood topper Grilled prawn salad topper
BLT Duck Salad
Italian chicken sandwich Tuna Melt Sub
BBQ chicken sandwich BBQ chicken Sub
Cheese & Coleslaw Jacket Tuna Jacket
BBQ chicken Jacket
Small Plates Pulled Ham Quiche
(move to Fish Cake
Golden Years
menu)
Skillets & Spiced Blackened Salmon Lamb Kofta Skillet
Steaks Sizzling Porker Bourbon Glazed Duck Skillet
Ultimate Catch Buttermilk & Herb Half Chicken Skillet
Maple Jerk Chicken Seasoned Pork Chops
10oz Rump Black & Blue Loaded Steak
10oz Ribeye The New Yorker Loaded Steak
20oz Rump 9oz Rump
9oz Ribeye
Burgers Halloumi Burger V Jerk Bean Burger V
Fully Nachod Black & Blue Burger
Three Little Pigs
Vegetarian Bejewelled Tart V
Jamabalaya VE

Desserts Key Lime Pie Lemon Posset Crunch

Chocolate Meringue Pie Strawboffee Pie
Baked cheesecake with Cherries Cookie Dough Cream Pie
Baked Cheesecake w/Summer Berries
A Trio of Desserts
Sundaes Kit Kat Sundae Cadbury Lovers Sundae
Millionaire Shortbread Sundae Nestle Mint Aero Sundae
Baileys Sundae Strawberries and Cream Sundae
Sides The Louisianna Diane Sauce
The New Yorker Mac n Cheese
Naga Ghost Chilli Corn Cobbettes
Baby Potatoes
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Promotions
Our promotions have been reviewed for LN17. Some will remain, others are new:

Starter Bundle
o Pick & Mix - Enjoy 3 for X, 5 for X and 7 for X
Burger & A Drink
o Remains as per current. All burger prices include a soft drink. Upgrade to an
alcoholic drink for 1.
Feed the Family
o 2 selected adult mains and 2 kids main meals
o Now includes the beef chilli and Applewood smoked mac & cheese adult mains.
o Available All Day Monday Friday
o Note we may look to run Kids Eat for 1 tactically for school holidays but this will
not be an always on offer.
Skillet & A Drink from 5.99
o 3 skillets at 5.99, 3 at 6.99 and Sirloin at 7.99 inc a deal soft drink
o Available Monday Thursday post 5pm
2 for X.XX
o Now includes the beef chilli and Applewood smoked mac & cheese adult mains.
o Available All Day Monday - Friday
Lunch Deal
o Free soft drink with any sandwich or super sub.
o Available Monday Friday 12-5pm
Golden Years Menu
o 2 courses (6 options/small plates, 3 starters, 3 desserts) for X.XX
o There will be a nod to Over 60s on menu, however this is not about asking for ID
and bus passes, this is about offering something for the grey market. If someone
wants the deal then we wouldnt turn them away.
o Available Monday Friday 12-5pm

Breakfast
You will receive new menus however the only change is to reflect the change of steak sizes
to a 9oz ribeye.

Kids
Again, you will receive new kids menus that reflect the new look & feel and new
photography, however there is minimal dish changes on the kids menu.
o Kit Kat Sundae is removed, and replaced by a strawberries & cream sundae.

Jelly will be repriced to make a fruit option available at the entry level pricing.

To fall in line with the MAB kids nutritional standards, and due to the impending sugar tax
that is coming, we will be removing Pepsi from the menu (it will still be available, just not
listed on menu).

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Drinks

Light Nights Drinks Menu will launch on 11th May 2017.

There will be a separate brief to communicate the full range change.
There will be minimal changes to the wine list:
o Removal of the Sun Craft Red
We will focus on long drinks and cocktails.
We will be promoting the double up for 1.25 in the parts of the estate we can.
Our Q3 comms will focus on spirits. Q4 will focus on cider.

Consumables
There will be no consumables auto-dropped for LN17. However, please be advised that as
and when you run out of the medium round plates used for starters and desserts you
will need to replace these/order the new rectangular (oblong) plate below.
You will see some of the new menu photography has been shot on this plate.
Going forward we will introduce this plate, as visually it enhances the presentation of our
food.
The Bunzl Code for this product is:
o F02114
o Small Rectangular Plate. 1 x 12. 39.08
The Brakes Code is TBC (an updated brief will be put on MABapps once confirmation has
been made by the supplier).

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Key Dates & Information
All district training sites will receive an auto drop of new food items on 7th/8th April.

Pilot Sites
All new products will be available to order on SWS from the 11th April, please note there is not a planned
auto drop of the new items for pilot houses. This is to allow SWS to be tested as part of the pilot. This allows
a week for training your teams.

Core Estate
Main estate auto drops for go live will be 21st/22nd April. Please ensure you allow enough time for the teams
to be trained and information from Watford to be cascaded.

Tills
The new Light Nights 2017 till screens will be uploaded to your tills on Wednesday 26th April (Pilot sites on
Wednesday 19th April). The new till screens have been tested centrally and by a manager but please contact
the IT Helpdesk if you have any queries or concerns.

Key Dates Calendar

Key dates
Watford Training Dates 22nd-24th and 29th 31st March
Training sites food autodrop 7th/8th April
10th 20th April (dependant on
District Training Dates district/RBM)
11th 18th April for pilot houses.
In House Training Dates 22nd 26th April for main estate.
Pilot POS delivered 12th April
Pilot Go-live 19th April
Autodrops to estate 21st/22nd April
POS delivery 19th April
MAIN ESTATE GO LIVE 26th April

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POS / Menu Changes
We will use LN17 to segment the estate, and start to target our communications more effectively.
o Sites will be confirmed as wet led or food led.
o Food led sites will display 4 food messages externally going forward.
o Drink led sites will display 2 food and 2 drink/sports messages externally going forward.

All core estate businesses will receive the following POS for LN17 go live. A full comms matrix will be
issued ahead of the light nights launch.

POS will be delivered for the pilot houses on the 12th April, and the 19th April for the rest of the
estate.

A full check of your business MUST be carried out to ensure ONLY the POS listed on the comms
matrix is displayed. ALL OLD POS MUST BE REMOVED

A new POS Plan will be produced and be on MABapps ahead of go live.

Drink Led POS Delivery

As a drink led site you will receive the below POS to fulfil the planned customer journey.

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Food Led POS Plan

As a food led site you will receive the below POS to fulfil the planned customer journey.

Menus

Main Menu
Golden Years Menu
Kids Menu
Breakfast Menu
Drinks Menu (to follow as a separate delivery)

Note SPG and Sizzling Core/Unbranded will receive different menu creatives (although content is
the same).

Please remove drinks menus until the new ones launch 11 th May.

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Main Menu

Breakfast

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Kids

Golden Years

All other POS and drinks menu are still in the Studio and a full POS plan will be provided on
MABApps prior to go live.

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Best Of Menu
If you are currently on the Best of menu, you will receive a Best of for LN17. This is a slightly reduced
menu to allow consistency of delivery in the smaller kitchens.

In terms of the new dishes the best of menu will offer a range of the new dishes to ensure there is new
news to communicate and excite our guests.

New dishes will be:

Lamb koftas NEW (new starter and skillet dish)

Prawn skewers NEW (new starter, but also replaces the salmon salad topper and its on the surf &
turf)
Stilton Mushrooms NEW (Stilton comes in across the starters, burgers, steak and Stilton chicken)
Chicken, Pulled Ham and Cheddar Pie NEW (replaces Doombar steak pie)
New spec of Beef Chilli and Mac & Cheese NEW
Quiche NEW (added for the golden years menu across the estate)
Diane sauce NEW (and its on the stilton chicken and steaks)
Seasoned Pork Chops Ultimate Skillet NEW
Jerk Burger NEW (allows the 3rd vegan serve for Best of)
Roast Vegetable Tart NEW
Tuna Jacket/Super Sub NEW
Strawboffee NEW
Cheesecake NEW
Aero Sundae NEW
Cadburys Lover Sundae NEW
9oz Rump steak replaces the 10oz
The New Yorker and Black & Blue Loaded Steaks NEW
Treacle Sponge (forms part of the Golden Years menu)
You will take all sandwiches, super subs and jackets as per the core menu.

The Best of Menu wont include:

Jambalaya (with or without chicken) Mexican Meltdown

Buttermilk chicken 9oz Rib Eye or Steak Platter
Whiskey Glazed Duck salad or the skillet Cookie Dough Pudding
Mega Mixed Grill Lemon Posset
Italian Style Chicken Trio of desserts

As part of the menu change you will lose:

Steak, Cheddar & Doombar Pie Millionaire Shortbread

Salmon Ghost Chilli Sauce
Quorn Lasagne Gammon Hock
Key Lime Pie Sizzling Porker
Kit Kat Sundae Sticky toffee pudding

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Key Contacts
Who? Contact
Marketing 5555.queries@mbplc.com
Adare (For all printed POS) 0845 851 6655
Brakes (FOOD) 01582 476200
Bunzl/Brakes (Consumables) Please see your list of contact details
Till Issues 0800 44 55 00
Internal Food Quality Issues Adrian 0780809 4296
McCormack
Kitchen Training Issues - Tony Dunne/Dean 07713779980 /07525 613128
Meadows
FOH Training Issues Andy Bardy 07808365970

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