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 insights point the way to a new post Covid strategy. This includes a new approach to: