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Mitchells & Butlers, which is UK’s biggest restaurant and pub group and owns such names as All Bar One, Toby Carvery, Harvester and O'Neills chains, has decided to go for a digital revamp. The company has hired Underwired, specialist digital strategy agency, to help it design its customer engagement and data strategy.

Paul Madden, Head of Digital at Mitchells & Butlers, said of the appointment:  "The digital channel continues to grow in importance to our customers and we are constantly looking at new ways to improve our online services and the levels of personalisation we can provide. Underwired demonstrated a clear strength in the area of customer relationship management and understand how to maximise engagement through a robust data strategy."

Felix Velarde, Underwired's Managing Director, commented:  "Mitchells & Butlers owns brands we're all very familiar with, and their customers are exceptionally engaged. This provides rich territory for some fascinating strategy development work, and we are extremely pleased to have been selected to work with the digital team on this project." 

Underwired’s other clients include Sony, Bupa and Harvey’s Furniture.

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