Rebranding the Cotswolds Pub: How The Stump Challenges Luxury Hospitality Norms
The Stump, a transformed 17th-century roadside inn, is outperforming luxury competitors by focusing on affordable wood-fired pizzas and unpretentious service. Located on the A429, the establishment maintains high occupancy rates through an accessible pricing model in a typically expensive region.
Key takeaways
- The Stump has achieved high occupancy rates by offering a more affordable alternative to traditional Cotswolds luxury hotels.
- Owners Baz and Fred transformed a failing 17th-century pub into a pizza-focused venue that remains fully booked for half the year.
- The business model prioritizes unpretentious service and lower price points for food and wine compared to regional rivals.
- Despite its roadside location, the inn maintains high-end room features like cottage suites and premium linens at lower market rates.
What Happened
Childhood friends Harry Henriques and Fred Hicks, known professionally as Baz and Fred, have repurposed a historic 17th-century coaching inn into a high-volume pizza destination. Originally known as the Hare and Hounds, the site near Cirencester was acquired in 2019. The owners, who established their reputation in London and at the New Inn in Gloucestershire, have moved away from traditional high-end pub dining in favor of a specialized menu featuring wood-fired pizzas and Negronis.
Background
The building, characterized by its substantial sloping tiled roof and ancient Cotswold stone interiors, previously served as an Arkell’s brewery pub. Its current iteration utilizes former stables to house ten guest rooms, including two cottage suites. The renovation preserved historic elements such as three open fires and stone walls while adding modern amenities like free-standing tubs and streaming-ready televisions. Despite its proximity to the busy A429, the venue operates without traditional luxury features like spas, gyms, or extensive gardens.
Why It Matters
The establishment represents a shift in the Cotswolds hospitality market, which is frequently associated with high price points and celebrity culture. By offering entry-level courses at £6 and bottles of wine starting at £24, The Stump maintains a diverse clientele ranging from locals celebrating birthdays to families and dog owners. This pricing strategy has resulted in near-capacity occupancy from April through October, demonstrating a viable business model during a difficult period for the broader hospitality industry.
Key Facts
- The property is located on the A429 between Cirencester and Stow-on-the-Wold.
- The inn features ten rooms, with cottage suites priced at approximately £230 per night.
- On-site facilities include a take-away pizza shack located by the roadside.
- The current management took over the premises in 2019, transitioning it from the ailing Hare and Hounds.
- Design elements include old church chairs and flickering candlelight intended to create an atmosphere resembling an ancient crypt.
Sources reviewed
Project Chintan independently synthesized and analyzed information cross-checked across the sources listed above.
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