Facilities management firm Mitie has announced plans to rebrand its catering business as Gather & Gather.
The new brand concept is based around a culture of bringing food and people together and will be used as the trading name and customer-facing identity of the company's catering operations.
The foodservice division of the outsourcing company has been the focus of growth and investment at Mitie. A new management team was recruited two years ago to lead it under an entrepreneurial investment model.
Since then the business has more than trebled its turnover through new contract wins and the acquisition of hospitality company Creativevents.
Allister Richards, managing director of Gather & Gather, who has led the growth strategy over the past two years, said: "Gather & Gather is a reflection of our business maturing from focusing on what we do, to how we do it. Bringing the ideas and creativity of a dynamic team together, and translating that into delivering great service.
"We're readdressing the balance between client, customer and caterer, and putting the customer at the heart of what we do, offering something truly different to the marketplace."
The rebrand will combine a new approach to marketing with a learning and development programme for all staff, to understand the values that underpin the name change.
The roll out of the Gather & Gather brand is expected to begin on 1 May.