CH&CO Group has announced a major rebranding of its extensive portfolio to create sector-defined operating entities under its name.
Following the company's latest merger with Concerto Group last December the number of brands within the business had grown to 22, including Charlton House, Harbour & Jones and the Brookwood Partnership.
The various brands have now been replaced by six defined operating sectors: CH&CO Workplaces; CH&CO Destinations; CH&CO Venues; CH&CO Events; CH&CO Education; and CH&CO Livery.
A number of brands will be maintained but with an endorsement due to the strength of their positions in their specialist marketplaces. These include state education caterers Principals by CH&CO and ABsolutely by CH&CO. The Brookwood Partnership will become CH&CO Independent Education later this year.
All tenders for new business will be submitted under the new brands from June and existing business will be rebranded by October 2018, following consultation with clients.
CH&CO chief executive Bill Toner said the move was was driven by the complex group structure at the £300m business, which was the result of organic growth and the company's mergers acquisition (M&A) activity. Since Toner joined Host in 2011, he has overseen seven M&A deals.
Toner said that conversations with clients, consultants and other industry professionals, as well the company's own people, led to the realisation that clarification and simplification was needed in order to focus CH&CO's time and energy on its customers.
"This restructure and rebrand is an obvious next step," he said. "The CH&CO name is strong and well-respected in the marketplace and the company holds a Royal Warrant. The rebrand also defines who CH&CO now is, it underpins our integration process, and cements our position and expertise in an increasingly competitive foodservice market."
The brand launch follows an extensive period of research and client consultation, while the plans were introduced to CH&CO teams at its recent nationwide conference.
"Given that we operate as ‘white label' for most of our clients, the overwhelming feedback has been that our change in brand name is not an issue for them or their customers. They want to continue to deal with the same people, maximise the systems efficiencies the group can offer, and continue to enjoy the service quality and innovation we've always delivered, and that will continue to happen," said Toner.
"This transition is not going to happen overnight, but everyone is looking forward to working within our new identity that plays to our absolute strengths."