Greene King has unveiled ambitious expansion plans, confirming it will open 30 new franchise pubs throughout 2026. This significant growth initiative follows the pub group recently achieving a major milestone of operating 100 franchise establishments under its popular Hive and Nest concepts.
Strategic Expansion into New Territories
The company is set to broaden its geographical footprint by introducing its franchise operations into Wales and the Southwest of England for the very first time next year. This move represents a strategic extension of Greene King's successful franchise model, which has been gaining momentum across the United Kingdom.
In 2025, Greene King Pub Partners successfully launched 30 new franchise pubs, marking a notable entry into the Scottish market through the Belhaven brand. This initial foray laid the groundwork for the current expansion phase, demonstrating the viability and appeal of the franchise offering in diverse regions.
Confirmed Locations and Recent Openings
Several locations have already been earmarked for the 2026 openings, including Millwrights in Aylesbury, The Freemasons Arms in Wigan, and The Flag Inn in Egerton. These sites are expected to benefit from Greene King's established franchise framework and brand recognition.
Reflecting on recent successes, notable franchise pubs that opened in 2025 include The Tarbet in Edinburgh, which became the first Greene King franchise pub in Scotland following a substantial £285,000 refurbishment. Additionally, The Dolphin in Melbourn was reopened as a Hive pub after a £570,000 investment, and the Two Poplars in Wokingham commenced operations after a £450,000 transformation.
Leadership Enthusiasm and Future Prospects
Penelope Bruce, Pub Partners Franchise Operations Director, expressed considerable enthusiasm about the company's progress. "We are over the moon to have hit the magic number of 100 franchise pubs," she stated. "Just over four years on from launching our very first Hive Pub, our franchise offer continues to grow. After expanding into Scotland for the first time, we have plans to launch in Wales in 2026 as we open 30 more franchise pubs."
Bruce further highlighted the strong interest from experienced pub managers seeking to transition into running their own businesses through Greene King's franchise agreements. The company is actively recruiting applicants to manage the upcoming pubs in its development pipeline.
Dan Robinson, Greene King Pub Partners Managing Director, added: "We are delighted with the ongoing growth of our franchise business, which continues to complement our very successful leased and tenanted pub business." This dual approach allows Greene King to cater to various operational models within the hospitality sector.
Promotional Initiatives and Community Engagement
Concurrent with its expansion news, Greene King recently executed a promotional campaign tied to the Six Nations rugby tournament. The company offered free pints of Guinness to customers who booked tables for matches on February 7 via the Greene King website. This initiative was available across all Greene King sports pubs, including Flaming Grill, Hungry Horse, and Belhaven outlets.
The promotion formed part of the new Fans Reunited campaign, fronted by Rugby World Cup winners Martin Johnson and Jason Robinson. Zoe Bowley, Managing Director for Greene King pubs, explained the campaign's ethos: "Fans Reunited celebrates the unique role that sport, and the pub atmosphere, plays in bringing people together. By launching alongside the Guinness Six Nations and offering reunited fans a free pint on us, we want to spark those moments where old friends reconnect over a pint."
Bowley emphasized the campaign's broader social objective, hoping it would encourage individuals to reconnect with past acquaintances, such as old coaches, teammates, or school friends, and share the enjoyment of sporting events together in a communal pub setting.
Greene King's combined strategy of franchise expansion and community-focused promotions underscores its commitment to strengthening its market position while fostering social connections through the traditional British pub experience.
