Our vision is to be the best pub company in Britain; the best for our customers, our teams, our communities and our shareholders.

The acquisition of Spirit Pub Company in July 2015 has taken us a step closer to achieving our vision. As well as continuing to successfully integrate Spirit, we will look to redefine what our pubs offer their customers, ensuring they have a broader and more lasting appeal. We have identified five strategic priorities for the medium-term: -

  1. Build attractive and strong brands

We constantly improve our brands and the offer within them to ensure they remain fresh and appealing to today’s demanding consumer, and we continue to look to broaden the appeal of our pubs and our portfolio of ales. A strong digital presence is vital in building successful brands and we will create the digital industry leader through combining the best of Greene King and Spirit's digital expertise.

  1. Industry leading value, service and quality

We remain committed to exceeding customer expectations and we will achieve this by constantly improving the value offer to our customers, the service delivery of our teams and the quality of our food and drink offer.

  1. Work with the best people

Being the first choice for people who want to work in the hospitality sector is important to us and we want to offer every existing team member the opportunity to grow and develop. Our refreshed career pathway 'Craft your career' provides individuals with structured development opportunities and we will also continue our focus on apprenticeships across the business.

  1. Own the best invested pub estate

We want to own and run the best pubs in Britain, which we will achieve through proactive management of our pub portfolio and continued industry leading investment in our estate. The best pubs have the best selection of ales and we will continue to brew our own industry leading ale brands. We believe the strong relationship between our pubs and our breweries is a clear competitive advantage. 

  1. Maintain a strong balance sheet and flexible capital structure

Underpinning our company strategy is a financial strategy to maximise the strength and flexibility of our balance sheet. Through a relentless focus on cash generated from operations, we will continue to cover our debt service obligation, our core capital expenditure and our dividend through internally generated cash flow.