One of the strongest brands in the pub sector, Varsity, has this month launched a dramatic new look that reflects the evolution in student lifestyle since the original design.  

Operated by the Barracuda Group since 2001, Varsity bars have traditionally been large-scale and minimalistic in style, located in university towns and cities and focussed on a student-based market.

Barracuda appointed new designers Allison Pike to bring the brand up-to-date in terms of style and fit-out, creating an entirely new scheme that would give the bars a further competitive edge.  The new scheme is comfortable, modern and zoned for bar use, dining and partying, appealing to a more varied customer base, not only students. 

The first two Varsity bars to benefit from the scheme were Varsity Bangor, north Wales, and Varsity Southend-on-Sea at a cost of £250,000.  Both have been refurbished in the new scheme with dramatic, sophisticated features, such as contemporary light fittings, soft carpets instead of highly polished floors, stylish wallpaper and new signage.

Chief executive of Barracuda Group, Mark McQuater, said: “This signals the biggest change of look and image we have made in the Varsity brand since acquiring it in 2001.  At a time when the sector is in recovery from one of its most challenging periods, innovation is very important and the evolution of the Varsity brand further cements Barracuda’s commitment to the quality of its estate, providing customers with a contemporary yet comfortable bar.”

Following the first two conversions, Barracuda will roll-out the development across the Varsity brand at intervals around the academic year.  Since 2001, Barracuda has developed Varsity into an award-winning brand with more than 35 bars nationwide.