Mitchells & Butlers, the UK’s biggest restaurant and pub group which owns the All Bar One, Toby Carvery, Harvester and O’Neills chains amongst others, has hired specialist digital strategy agency Underwired. The company’s annual sales are close to £2 billion and across the group’s 1,600 businesses it serves 435 million drinks and 125 million meals each year.
Underwired has been engaged to help the company develop its digital customer engagement and data strategy. The agency, whose other clients include Sony, Bupa, Harveys Furniture and Holidaybreak plc, recently became independent following an MBO in March.
Paul Madden, Head of Digital at Mitchells & Butlers, said of the appointment: “The digital channel continues to grow in importance to our customers and we are constantly looking at new ways to improve our online services and the levels of personalisation we can provide. Underwired has demonstrated a clear strength in the area of customer relationship management and understand how to maximise engagement through a robust data strategy.”
Felix Velarde, Underwired’s Managing Director, commented: “Mitchells & Butlers owns brands we’re all very familiar with, and their customers are exceptionally engaged. This provides rich territory for some fascinating strategy development work, and we are extremely pleased to have been selected to work with the digital team on this project.”
Underwired’s other clients include Sony, ASICS, Bupa and F. Hinds.
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