Pub and restaurant group Orchid has created a new sub-brand called All Inns, focused on the family market.
The group said the sub-brand would roll out across its free house dining division over the next 18 months.
It will set out distinctive areas for adult dining, outside play and dining, private function areas and children's play facilities, along with a traditional pub setting for drinks and snacks with friends. In the children's area there will be: "Ed-Chefs" self-service ice cream stations; lower toilets; booster seats in varying sizes; and a games zone featuring board games and computer consoles.
Orchid said the "flexible spaces and zoning" of the pubs would allow families to enjoy a meal together, while groups in the bar could relax in a traditional pub environment and watch live sport, or participate in a quiz.
"We have a lot of competition in the family dining segment but we believe that our new All Inns pubs will go above and beyond what others can offer to create a truly unique and exciting experience," said Simon Dodd, commercial & people director at Orchid Group.