DINING & RETAIL | MITCHELLS & BUTLERS
Strategic and creative rebrand, target segmentation, logo and brand design, core food and seasonal offering across TTL comms including radio, print, digital display, website and all retail collateral,  Markets: UK & ROI.
Toby Carvery 'The Home of the Roast': Brand Repositioning
Within the Mitchells & Butlers portfolio, Toby Carvery has always been one of the strongest performers but the brand as a whole suffered from negative perceptions and was viewed as dated, poor-quality and impersonal. As part of a complete rebrand and months of research, we defined core audience segments and habits, developed a new logo and branding, and created the brand platform "Home of the Roast' to signal Toby Carvery as the experts in their field, with food that was lovingly prepared and freshly sourced. While the restaurants had been heavily reliant on vouchering to drive footfall, we emphasised quality and provenance to also target a new, more sophisticated audience and encourage mid-week and off-peak dining.
The full brand overhaul was carried out across every touchpoint including radio, press, signage, interior decor, all retail comms ranging from menus to table cards, website and digital display. This resulted in a positive brand shift with the NPS rising to 63 (from 36), a YOY sales uplift of 8.9% and the successful relaunch of breakfast, up by 73%.
Toby Carvery: Toby Tips
In addition to quality and care, Toby Carvery also take great pride in their staff, so when we first met their food development chef, nicknamed 'Sarge', we knew he would be the perfect brand ambassador. He didn't just have the look of a friendly chef but held the insider knowledge on how to make the perfect roast. We pitched this idea to the brand team who were thrilled, and a few months later Sarge made his debut in radio and print, giving customers expert advice on how to ruffle potatoes and the secret to crispy crackling. This was followed by over a dozen tip cards in-store, advertorials, digital display and web. Sharing these tips further cemented Toby Carvery as the Home of the Roast, and underlined their brand confidence in this field, while retaining a friendly and familial tone of voice.
