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Mitchells & Butler looks to personal service to engage customers online

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Leading restaurant and pub group Mitchells & Butlers is developing new ways to personalise its online services for customers.

The group, whose holdings include the All Bar One, Toby Carvery, Harvester and O’Neills chains, has hired digital strategy agency Underwired to help it develop its digital customer engagement and data strategy.

“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,” said Paul Madden, head of digital at Mitchells & Butlers. “Underwired demonstrated a clear strength in the area of customer relationship management and understand how to maximize engagement through a robust data strategy.”

Felix Velarde, managing director of Underwired, whose clients also include Sony, ASICS, Bupa and F. Hinds, said: “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.”

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