Pub and restaurant group Mitchells & Butlers has appointed a digital strategy agency to help boost its online services, as more and more customers find and book restaurants online and on mobile devices.
The firm has hired Underwired to develop its digital customer engagement and data strategy. Underwired already works with companies including Sony and Bupa.
Paul Madden, head of digital at Mitchells & Butlers, said: "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, 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."
By Neil Gerrard
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