When I first set foot in The Eagle – hailed as not just Britain’s but the world’s first gastropub – during the late 90’s, I knew I was somewhere special. Tucked away as an innocuous neighbourhood pub, today The Eagle still holds its place as one of The UK’s Top 50 gastropubs. Not only is it an iconic location in its own right, but it has paved the way for a whole movement, redefining what a pub can be.
In a country with over 45,000 pubs, what is the secret which differentiates those who covet the ‘gastropub’ label and how do the best of the best really standout?
There are a few different elements which combine to create a good gastropub; the finest ingredients and chefs who take pride in crafting exceptional dishes, the purest of presentations, and the most alluring ambience. These establishments go beyond traditional pub fare whilst proving that exceptional food coupled with engaging environments don’t have to be expensive. For example, The UK’s Top 50 gastropubs 2025 winner, The Unruly Pig, provides a three-course menu for just £35, demonstrating that great cuisine can be both accessible and refined.
For any hospitality business the power of having a defined and definite brand cannot be underestimated. It doesn’t have to be bold or brash, but it does need to be considered and clear. When I think back to my first impression of The Eagle, the character and charm of the pub was easily identifiable, as was the quality of food and service. The brand experience itself, however, was subtle. It wasn’t there to overwhelm but to sit there and become an understated story to discover, playing its role when the time was right.
Developing a cohesive brand and interiors experience which delivers the impact, story, and messaging is no easy feat. Some people are at risk of putting interior design on a pedestal yet, memorable and unique experiences are created where branding blends into interiors, acting together as the music sheet for food and service to come to life within.
There are no real rules for gastropubs, although typically those which stand out mix modernity with traditional style, embracing British heritage whilst throwing caution to the wind. Using as an example The Top 50 Gastropubs, announced at the beginning of every year, each of these pubs does this in its own unique way, which is what makes the list so exciting – from the bold and brave to the understated and subtle.
Finding the heart of what a brand should be requires constant sense checking; am I doing too much or too little? Where do I want to push the boundaries and where do I want to be more traditional? What story do I want to tell and how do I want my customers to feel, think about, and experience that story?Despite all the questions, what is most important when creating the brand, and everything which stems from it, is that operators and their chosen partners remain consistent and authentic to the overall vision.
What might be the secret ingredient to elevating some establishments above the rest is the ability to create a cohesive brand and interior experience which blend seamlessly.
For example, we recently worked with Young’s Pubs to create The Teller’s Arms, Farnham, Surrey. Housed in an old bank, we created its distinctive personality by blending features of the original neoclassical bank with modern touches. We incorporated design elements inspired by the area to emphasise its ‘local’ pub qualities. While we wanted it to have its own storytelling, we also wanted to ensure it still reflected Young’s brand and vision, and what makes them unique
For this project we could have simply taken a blueprint for ‘good gastropub’ and made it look nice, but we wanted to create a space which could come alive in its own right. Layering purposeful design and storytelling enabled us to create characterful moments which stick in the minds of guests.
The Tellers Arms, Young & Co’s Brewery plc, Farnham, Surrey, UK
This brings me onto my final point: putting the customer at the heart of the strategy.
When approaching a new project, whether it’s a gastropub, boutique café, or luxury hotel, there are a number of considerations at the beginning which remain consistent. We learn about our client, from ethos to expertise, their passions and story, and understanding the target customer. We discuss their mindsets, what drives their decision-making, what they love, and how they interact with different spaces. Bringing those together, we establish what the client wants their customers to feel, think, experience and what their journey through the space should be pre, during and after their time in the venue. Then comes the magic; how we use all of that rich information to craft a unique story, develop a rich and layered brand, and bring it to life both now – and in the future.
So, in summary, what makes a gastropub truly exceptional?
It’s a combination of factors with the understanding that a gastropub isn’t just a place to eat, it’s a place where people come to enjoy exceptional hospitality, immerse themselves in a unique atmosphere, and feel a connection to the brand. Ambience needs to extend beyond design, food should prioritise quality and seasonality and service must feel effortless yet precise. Those in The UK’s 50 gastropubs have mastered this formula, setting a standard that others aspire to reach.
Written by Claire Siderfin, Creative Director of Branding – [email protected]