All good stuff at All Bar One with launch of new-look employer brand
Branding and design agency Good has been appointed by Mitchells & Butlers to refresh and re-launch its employer brand. Mitchells & Butlers, one of the largest restaurant and pub operators in the UK, was originally established in 1898 and is well known for its market leading brands such as All Bar One, Harvester, Toby Carvery and Sizzling Pubs.
The company manages over 1,700 businesses and employees around 44,000 nationwide and has recently launched its new employer brand with the aim of delivering more effective recruitment and improving retention of staff.
Mitchells & Butlers wanted to leverage its retail brand profile and re-affirm its USPs to employees and prospective employees as part of a drive to manage the twin issues of staff turnover and profile in the job market – both ongoing issues throughout the industry.
Liz Philips, Director of Resourcing and Employee Relations at Mitchells & Butlers said: “The main issue we faced was that each of our individual brands has its own character and identity, therefore our employees were not as aware as they should be of the career prospects that the parent company can offer.
“Working for a large organisation like Mitchells & Butlers offers huge opportunities for career development and we wanted to make sure our employees could engage with and take advantage of this. We also wanted to communicate the important role they play not only in their own places of work but as part of the Mitchells & Butlers’ family.”
“Good quickly grasped the values of our company and brought them to life in an engaging way. The response from employees has been extremely positive.”
The agency refreshed the entire employer brand, positioning Mitchells & Butlers as an employer that puts ‘pride’ and ‘great service’ at the centre of its business. The positioning statement at the heart of the brand also touches on the company’s rich heritage – ‘Serving with pride, since 1898.’
Good has now redesigned all employer communications, including both print and digital platforms and set out the new brand in a comprehensive set of brand guidelines.
‘Serving with pride’ is now the core aspect of all key brand elements, including an employee photoshoot capturing the large, diverse workforce going about their work with pride.
Design Director Jim Campbell said: “We based the visual brand around the two circles of the logo. They symbolise an occasion – people coming together to enjoy food and drink – which is at the heart of what Mitchells & Butlers do every day. Together with a warmer tone of voice, colour palette and brand photography we developed a new set of internal brand assets, designed to help build the recognition they deserve.”
Maddy Woodger, account Manager at Good said: “We aimed to create a simple and flexible brand position for Mitchells & Butlers, leveraging their impressive brand portfolio and the passion staff felt in order to attract and retain the best people in the business.”