Bartlett Mitchell changes name to BM in post-Covid strategy launch

27 January 2022 by
Bartlett Mitchell changes name to BM in post-Covid strategy launch

Bartlett Mitchell has changed its name to BM as it launches a new post-Covid brand strategy.

The take up of the abbreviation, which had been commonly used, comes alongside the introduction of a new ops-led sales approach; an increased investment in the business's ‘fundamentally food' ethos; and a focus on offering "social value" in the communities it operates in.

Chief executive Ian Thomas said: "Our new vision and approach is going to be hugely important over the coming year.

"We've taken some significant steps to ensure that our structure offers an enhanced service for our new and existing clients, as well enable us to focus even more closely on developing and supporting our people and our communities."

BM, which was founded by Wendy Bartlett and Ian Mitchell in 2000, was acquired by BaxterStorey's parent company Westbury Street Holdings (WSH) in October 2020.

As part of its new strategy BM has restructured its sales department by placing operational team members at its centre. The move is designed to offer a more integrated operations and business development strategy.

This approach was previously taken in the company's recently launched subscription-based contract catering and FM business, Mosaic, which offers flexible services for the post-Covid workplace.

BM founder Bartlett added: "BM has long been seen as a pioneer in the foodservice sector. Our values and commitment to constantly innovating our offer has been at the heart of everything we have achieved over the last 20 years. We will continue to build on the personality and joy of being part of the BM family, and being independently minded, it enables us to deliver something different."

Continue reading

You need to create an account to read this article. It's free and only requires a few basic details.

Already subscribed?

The Caterer Breakfast Briefing Email

Start the working day with The Caterer’s free breakfast briefing email

Sign Up and manage your preferences below

Check mark icon
Thank you

You have successfully signed up for the Caterer Breakfast Briefing Email and will hear from us soon!

Jacobs Media is honoured to be the recipient of the 2020 Queen's Award for Enterprise.

The highest official awards for UK businesses since being established by royal warrant in 1965. Read more.

close

Ad Blocker detected

We have noticed you are using an adblocker and – although we support freedom of choice – we would like to ask you to enable ads on our site. They are an important revenue source which supports free access of our website's content, especially during the COVID-19 crisis.

trade tracker pixel tracking