Greene King plc Annual report 2012

greene king

Delivering growth.

This year we have achieved strong growth and made further strategic progress, delivering record results and attractive returns for
our shareholders.

All of our businesses are building customer loyalty by delivering industry-leading value, service
and quality as we strive to
become Britain's best pubs
and beer business.

Our focus

Delivering our strategy
retail

Our strategy to grow Greene King Retail to around 1,100 sites and improve the overall quality of the estate through targeted acquisitions and investment in our people, our offers and our assets
remains on track.

Our leading brand Hungry Horse grew to 180 sites at the year end and saw its first new build site, the Hem Heath at Trentham Lakes in Stoke on Trent (pictured), open
for business.

Operational review
pub partners

It is critical for the long-term success of the tenanted and leased model that we increase the level of influence over, and control of, the consumer
offer in our pubs.

We now have two franchise-style agreements in our estate, Meet & Eat and Local Hero. Local Hero (here the Bedford in Tunbridge Wells is pictured) is a retail solution for wet-led community pubs centred on cask ale, selling a minimum of six ales at any time.

Operational review
brewing & brands

As part of our strategic commitment to the continued investment in our sector-leading portfolio of core ale brands, we relaunched Greene King IPA via a £4m investment in our 'Crafted for the Moment' campaign.

The new brand identity is more contemporary and appeals to a younger audience. Early consumer reaction and demand has been
very encouraging.

Operational review