FORMER north west pubs group boss Mark Jones has been hired by Rank to broaden the attraction of its Mecca bingo halls by extending their food and drink offers.

Mr Jones, 48, formerly head of the Bolton-based Yates Group and Premium Bars and Restaurants, which has its headquarters in Hale, has been tasked with taking the 103 clubs across the UK more into the mainstream leisure market.

He was appointed managing director on Friday and took up his post yesterday.

He will report to Rank chief executive Ian Burke, who said: "Mecca Bingo has faced a number of challenges in recent years, but, having stabilised performance, we are now seeking to move forward, broadening our customer reach through product and service innovation.

"Mark's experience in the leisure retail sector will be invaluable as he leads Mecca Bingo into this new phase in its development."

Mecca reduced the number of its bingo halls by about 10 per cent in 2006, and the previous MD, Simon Wykes, left the company in May this year.

Dan Waugh, director of investor relations at Rank, said: "The bingo industry has been hit by several things over recent years and has had to adapt and respond, but we feel we are now in a period of stability and we are trying to re-grow the business and take it away from strictly being all about gaming, into the more mainstream leisure field.

"We want to make it more of an experience, and that very much includes improving the food and drink offering, which is very much Mark's area of expertise."

Mr Jones was at the helm of PBR when it bought out the Living Room chain for £28m in 2007, and he left the company in October 2008.

He had been in the frame potentially to buy back the chain, much loved by Premiership footballers, as debt-ridden PBR raced against the clock to raise more finance.

Currently around 900,000 customers a year use Mecca bingo halls, generating turnover of £227.6m in 2008. They produced an operating profit of £41.8m. It is understood Mr Jones will be paid a bonus for exceeding operating targets.

Among his previous senior management posts in the sector was a stint as chief executive of Pizza Hut UK while at Whitbread.