Unicorn Inn

Unicorn Inn

Overview of the Case

Unicorn Inn was secured by Chris Hutt in 1996 to Moorlands breweries for an amount of £13 million. The start-up of the company began with the resignation of Chris Hutt from the position of Managing Director of Midsummer Inns Plc. The company was cofounded because of conflicts and disagreements over a challenged takeover. Patricia Carpenter also left with him and they jointly set up a pub design consultancy named as Unicorn Inn Development.

In the initial times, the company focused on growing its asset base through the acquisition program. This program was based on buying sites in the south east portion of England and East Anglia and than selling back those properties. In addition, they were also selling the companies to yield a capital gain for the stakeholders. In the course of five years from 1986 to 1991, ten properties were acquired and developed but unfortunately, the stock market crash of October 1987 resulted in the review of Monopolies and Mergers Commission accompanied with general decrease in the prices of properties forced Chris to review the strategy.

At the time of conceptualization of the company, Chris never thought that he might have to sell it ten years later in 1996 but after 1991, he evaluated the success formula of Newt and Cucumber success. There success was a guiding principle for Chris and facilitated him to revamp the strategies and the organization. Newt & Cucumber refers to a principally sited town or city centre. The location of the site was strategic that attracted most of the revenues. It was close to the offices, shopping malls and to the central areas of entertainment. It always invited the flow of pedestrians and due to such proximity, the centre was successful. It has great ambience and trendy atmosphere with streets alongside premium bottle beers which is open throughout the day and offers food. The alley is designed to appeal a wide and varying target market as per the time of the day and week. The floor space offers unpretentious décor, astutely floored drinking areas as well as soft carpeted sitting down eating areas. In addition, it has an open panorama with personal corners to display the traditional values associated with the pub. This way, it appeals drinkers with different demographics and caters to ever increasing pedestrian flows. This is mainly because of strategic location as well as strong targeting and segmentation. It offers an extensive range of liquor to cater varying customers with superior taste, proper filling, and value for money lunch time meals served quickly. To further maintain customer satisfaction and retention, the products are priced competitively with lively and warm atmosphere. The staff is trained to be friendly and is motivated enough to serve the customers efficiently. The environment is considered to be friendly since there is no room for pool games or juke boxes.

The concept is essentially similar to that of Weatherspoons' chain of pubs. The case entails the firm's business plan along with its marketing ...