Mitchells & Butlers

Mitchells & Butlers are one of the largest operators of restaurants, pubs and bars in the UK. Their brands include Harvester, Toby Carvery and Miller & Carter.


The hospitality sector has experienced unprecedented change over the last few years. Brexit, Covid and the cost of living crisis landed in quick succession – each major events to be navigated by the business and the category.

M&B support brand building and sales conversion with their marketing activity. During Covid and the recovery period owned media channels became an increasing focus and new objectives including Take Aways sales and Online Bookings became increasingly important.

The business was keen to understand the role of marketing across this changing landscape. Was paid media delivering a positive contribution?  Which channels were most effective? Had this changed pre and post Covid? Is there now a new relationship between paid and owned media pointing to a new strategic focus?


The output included a focus on the following performance themes:

  • The role of external performance drivers including Covid recovery effects and Consumer Confidence
  • The impact of discounting on sales volume and value
  • The contribution of paid, owned and earned channels and sales, online and brand metrics
  • Diminishing returns of paid media – enabling optimum investment levels


We used our MMM to point the way to a new post Covid strategy. This included a new approach to:

  • Budget setting to achieve performance objectives
  • Mix of brand and performance investment
  • Individual paid media channel rankings
  • Channel investment caps to avoid diminishing ROI
  • The role of owned and earned channels in the mix
  • Mix strategies to drive both sales and digital KPI objectives


Contact us to find out more
Mitchells & Butlers

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