Mitchells & Butlers Reopening

Bringing back the good times with a hospitality giant

Design / Development / Content Creation

Challenge

After the hardest year for hospitality due to Covid-19, we supported Mitchells & Butlers’ digital reinvigoration to ensure a dynamic reopening in 2021 across 15 brands and 1800 venues. When working with a highly esteemed company, it was essential our work enabled the great service and high quality synonymous with brands in their portfolio: All Bar One, Miller & Carter and Browns, just to name a few. Our visuals needed to portray each unique brand but communicate one clear message; we’re back and we can’t wait to see you.

Rules and regulations changing from week to week meant much of our work over 2020 had been about “keeping the lights on”. Now, we needed to respond rapidly in a simple yet engaging way, while balancing brand needs by location, venue and resources.

Solution

Bright and inviting imagery and banner designs across all brand sites focused on “bringing back the good times” messaging. Working hand in hand with Mitchells and Butlers marketing teams, our team designed and developed email campaigns, with call to action buttons for menus, bookings and app navigation, as well as social media campaigns.

Work on April and May reopenings to align with government guidance meant redesigning food menus to comply with each brand’s offering, including what could be ordered outdoors and for takeaway. When full indoor dining was restarted, over 1600 sites were updated within just a few days, complete with full booking journeys. Order at table app functionality was also rolled out across all brands, especially to those that hadn’t made use of it previously.

Results

Across many months, our team delivered campaigns and designs to delight Mitchells & Butlers’ customers no matter which venue they visited. Each website retained its core identity but enabled venues to confidently respond to each new change and deliver the experiences people had so sorely missed. During this unprecedented time our partnership has gone from strength to strength and we hope it’s set to continue.

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