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Mitchells and Butlers Case Study

The Right Brands in the Right Locations

Dealing with the complexities of 15 brands

The Challenge

Mitchells and Butlers own brands from All Bar One and O'Neills to Premium Country Pubs to Miller & Carter to Harvester and Toby. The challenge was set to understand the customer profile and catchment of the brands in order to develop an optimum blueprint. If it was recommended a Toby location changes to Miller & Carter, then could the area support a new Toby location? Would their be cannibalisation of the existing estate from the proposed change? The options are endless. A proven, scientific approach to deploying the right brands in the right locations was required.

The Approach

  • Produce an integrated optimal network to increase the value from the Mitchells and Butlers annual capital investment plan.
  • Deal with the complexities of 15 brands and their interplay with each other.
  • The ability to run multi-scenarios and incorporate potential new brands.
  • Inclusion of innovative new datasets to drive additional insight.

The Impact

Working with Geolytix has allowed us to use complex data combined with our existing knowledge to drive recommendations that make real sense for our business, but also ones that drive value that we wouldn't have discovered ourselves. We have an integrated toolset which enables our analysts to carry out complex queries and our acquisition and development teams to quickly view the potential for a site on a mobile device in any location.

Nick Young, Director of Acquisitions and Estate Strategy

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