Mitchells & Butlers

A digital vision to amplify the guest experience

Mitchells & Butlers plc is a member of the FTSE 250 and runs nearly 1800 managed pubs and restaurants, including some of the UK’s best-known restaurant and pub brands including All Bar One, Harvester, Toby Carvery, Browns, Vintage Inns and Sizzling Pubs.

Mitchells & Butlers has partnered with Prospect to work on a digital vision and transformation programme to support a seamless and innovative experience across digital touch points.

Self-manage the pre, during and post experience


 

With a rigorous service design process involving in-depth interviews, prototyping and iterative development, together with customers, M&B stakeholders and technology partner, we are introducing a series of smart features and services that add measurable value.


We are working in close collaboration on extending the physical experience into the digital space by considering the complete customer journey – from helping guests to find the right pub or restaurant for their personal occasion to manage the planning, booking and physical experience with self-serve digital service experiences.

The strategic drivers are to create real value-adding moments of delight for the guests that will ultimately increase guest acquisition, bookings and insightful guest data to provide more effective and personalised guest service. Guests will be able to expect a digital experience seamlessly accessible through any channel, responding to a very broad demographic with differing needs and high brand and service expectations. Employees would be able to contribute to a better informed and proactive service, further driving guest loyalty and frequency.

 

Individuality, quirky personality and product offerings 


 

To kick start the digital roadmap, we were asked to help amplify the Castle guest experience, which is a collection of 109 pubs that positions itself as independent entrepreneurial brand. Eclectic urbanism, individual interior designs, community character, coupled with serving the very best craft beer and pub food provides a progressive social experience in an authentic pubs environment.

Guests expect more than a mere transaction and Castle pubs need to create relevance beyond superior product; the overall experience needs to reflect the individuality, quirky personality and price and stay relevant beyond the physical space. 

 “OOOH this website is very inviting, nice and bright. The food photos make me want to find this place.... I might actually go there - it looks really nice. It seems more modern and looks like a fun place to be“ a Falcon Pub guest