The Challenge: The four pub-restaurant brands (Beefeater, Brewer’s Fayre, Table Table and Taybarns) had indistinct market positions and were losing share to other casual dining chains. Internally they were also seen as the ‘poor relation’ to their hugely successful sister brand, Premier Inn. Whitbread created the new position of Restaurants Marketing Director to address this.
The Result: I was appointed as the Interim Director to establish the team and the strategy whilst the permanent post-holder was sought. I led key brand re-positioning and menu development projects, whilst creating an over-arching marketing strategy that could both sit alongside and leverage the other Whitbread businesses, Costa Coffee and Premier Inn. I also introduced a new digital strategy to reduce reliance on tactical promotions.