Davidson (pictured) was previously consumer insights director, Europe for IHG and has also worked in market research and insight roles at Burger King, McDonalds, Mars and first direct.

While Greene King has always done insights work, this is the first time it has a dedicated standalone team of five people, led by Davidson. He has been charged with helping Greene King build its understanding of the British pub guest.

Davidson said: “I’m delighted to have joined Greene King at this exciting time for the business. It’s a business that combines heritage and tradition with a forward vision for the UK pub and restaurant market.”