Mitchells & Butlers hires digital strategy agency

Published: 30 July, 2012

Restaurant and pub group Mitchells & Butlers has hired specialist digital strategy agency Underwired to develop its customer engagement and data strategy.

The UK's biggest restaurant and pub group, which owns the All Bar One, Toby Carvery, Harvester and O'Neill's chains, has annual sales close to £2 billion, and serves 435 million drinks and 125 million meals each year across the group's 1,600 businesses.

Paul Madden, head of digital at Mitchells & Butlers, said: "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 demonstrated a clear strength in the area of customer relationship management and understands how to maximise engagement through a robust data strategy."

Underwired, whose other clients include Sony, Bupa, Harveys Furniture and Holidaybreak, recently became independent following a management buyout in March.

Its team includes heavyweight, ex-client side marketers, who deliver digital strategies using email, mobile, personalised websites and social media, to increase brand engagement, consideration and sales revenue.

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