Our work with Greene King

Greene King is the country’s leading pub retailer and brewer, running over 2,500 pubs, restaurants, and hotels in towns, villages and city-centre high streets across England, Wales and Scotland. It includes brands like Hungry Horse, Chef & Brewer, Farmhouse Inns and Flaming Grill.


As Spirit and Greene King continue on the path for integration an evaluation had been completed of the two product management systems that support recipe and menu development that are currently in place; StarChef and STEP.


As part of this change it had been agreed that STEP would become the master data management system for product data, food, liquor and goods not for resale (GNFR) and will also master key house data.

Amplifi was engaged to implement and develop the STEP system, whilst training employees how best to utilise it.

This increased the accuracy of the data and removed a significant amount of manual data entry into various systems and spreadsheet across Greene King.


The benefits include;

  • Tangible benefits such as the realisation of headcount reduction and external cost savings such as a reduction in residual stock exposure
  • Less tangible benefits which include; increased accuracy of reporting, such as margin reporting and downstream integration (significantly re-engineering and enhancing our menu development cycle, leading to improved sales and margin performance).