Business · Chippenham
Plans submitted to convert former Chippenham Brewers Fayre into hotel rooms
By Swindon Now Editorial Team · Published
Hospitality group Whitbread has submitted plans to convert the former Brewers Fayre site at Cepen Park into 11 new bedrooms for the adjoining Premier Inn.
A prominent hospitality site in Chippenham could be significantly altered as part of a national shift in business strategy. Whitbread, the company behind the Premier Inn hotel brand, has submitted planning applications to Wiltshire Council to repurpose the former Brewers Fayre premises located at Cepen Park, off the A350 West Cepen Way.
Under the proposed scheme, the majority of the former pub and restaurant area would be converted to provide 11 additional bedrooms. This change would expand the capacity of the adjacent Premier Inn from 148 to 159 rooms. While a smaller dining area would be retained specifically for hotel guests, the plans dictate that the premises would no longer operate as a standalone restaurant for the general public.
The application details several external changes, including the installation of new white UPVC windows and doors, the application of timber-effect cladding, and the structural modification or blocking of existing openings. Internally, the 946 square metres of floorspace currently designated for food and drink use would be reclassified for hotel accommodation.
This application follows the closure of the standalone Brewers Fayre on 7 September. The site reopened the following day under a revised model, managed directly by Premier Inn to provide breakfast and dinner services exclusively to overnight guests. This move is part of a broader five-year growth strategy by Whitbread to move away from branded restaurant chains and focus resources on their hotel portfolio, a transition expected to create approximately 600 new rooms nationwide.
In its submission to the council, the company addressed concerns regarding site traffic. A transport assessment included with the plans suggests that the cessation of public restaurant trade would lead to a reduction in vehicle movements, despite the increase in room numbers. The report estimates a daily reduction of 230 two-way vehicle movements and asserts that existing parking provision is sufficient to accommodate projected peak demand.
As part of the proposed renovation, the developers intend to integrate energy-efficiency measures, such as water-saving fittings, low-energy lighting, and the potential inclusion of air-source heat pumps and heat-recovery technology. These plans are now under consideration by the local planning authority.
Source: Gazette & Herald — Chippenham · View original