Mitchells & Butlers Logo
Sizzling Pub Grill
Ember Inns
Vintage Inns

Raising the bar: Supporting Mitchells and Butlers opening and remodelling strategy

Mitchells & Butlers is one of the UK’s largest operators of pubs, restaurants, and bars across the country. Established in 1898 they are they are well known for providing guests with a wide range of eating and drinking-out experiences across 16 brands and over 1,700 pubs and restaurants. Delivering memorable experiences along with great service, quality, and value for money to their guests.

Brief 

Spottydog Communications was briefed back in 2015 to support Mitchells & Butlers with their PR activity for the company’s new opening and remodel programme. Hospitality new openings provide a massive opportunity for businesses to present exciting new experiences for local communities and raising awareness to the opening is critical when it comes to driving footfall and commercial objectives.

For almost 10 years, we have been continuing to support with PR, photography and influencer activity across a number of the company’s well-known brands including Sizzling Pubs, Ember Inns and Miller and Carter.

Our objectives are to increase brand awareness of new and remodelled sites across the Mitchells & Butlers portfolio with both new and existing guests in the local area. A key aim of this is to land monthly regional online or in-print coverage for each new or refurbished site to help raise awareness and excitement amongst the local community of the reopening.


Approach

We deliver a strategy which includes as a minimum, tailored message creation for local areas, regional PR, photography management and influencer partnerships. In addition to this, we have developed a suite of bespoke PR and content options for each Mitchells & Butlers brand to choose from. This enables us to adapt and adjust the activity to support the individual needs of each general manager and their business, regardless of where they are based. Additional activity has included opening launch guest list management and journalist reviews. Each bespoke option also follows the guidelines of each brand to ensure a consistent look and feel across all the company.

Utilising our network of regional media contacts, we are also able to identify the key contacts at the priority regional titles which helps us increase the chances of each press release being picked up by the local media.

Impact 

Spottydog Communications has been supporting Mitchells and Butlers with their new opening and remodelling programme across the UK over the last 10 years. This year alone, we have supported them with 31 openings across the UK with another 36 sites left to come this year.

Since 2023, we have achieved 186 pieces of regional coverage and journalist reviews across the country in both print and online titles for 89 sites. We have also worked with 27 influencers on Instagram.

You can see more of our PR in hospitality work here.