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Pavilion, formed by Michael Guthrie (the former CEO of Mecca Leisure), bought the service areas previously owned by Rank. The working title for the new operator was Brightreasons II, before it legally became Pavilion Group.
The new company said they wanted to create a "holiday atmosphere". They had bright green branding inside, and areas called 'STORE' and 'Pavilion Restaurant'.
Curiously, of the 11 services they owned, 5 had their names changed. Its not clear whether this was part of Pavilion's strategy to improve their reputation.
Commenting on the deregulation of service station planning in 1992, Pavilion wrote off the idea of a sudden wave of new services, saying "no one is going to take that sort of investment decision lightly". However, by 1995 it was estimated that they had 24 pending planning applications.
In a separate move, Michael Guthrie purchased his former brands Pizzaland and Prima Pasta. This allowed him to introduce Pizzaland to Pavilion services, alongside Burger King, making Pavilion one of the first operators to embrace High Street branding.
Guthrie described his vision of Pavilion services as being a "continental-style eating emporia". He was passionate about turning struggling businesses around and wanted Pavilion to be a brand people came to trust.
By 1995 the cost of planning new and refurbished services had hit them hard and all of their services were bought by Granada, who took the ideas further and chased up some of their proposed services.
They began to look for a buyer just a year after forming. With all four operators at the time expanding rapidly, they feared they could be about to be squeezed out of the competitive market.
The move, for the first time, knocked Welcome Break to second position as the UK's largest operator. They said that they had considered buying Pavilion but backed off because they didn't want to be investigated by the Monopolies and Mergers Commission. Only a few months later, Granada bought Welcome Break and consequently featured in a lengthy investigation by the Commission, who told Granada to sell off many sites.
Pavilion also inherited two smaller services on the A1 and A55 which were scaled down and sold off to Trusthouse Forte.
The following services were owned by Pavilion: