Operating the UK’s most successful dining out gift card programme
CUSTOMER NAME:
PROJECT TYPE:
New programme launch
SAVVY EXPERTISE:
Platform configuration
We are delighted with our decision to work with Savvy. They have consistently demonstrated a customer-focused approach and have given us the tools to meet key business objectives in terms of increasing customer acquisition and retention levels. I highly recommend Savvy!
Programme Manager, M&B
About
Mitchell & Butlers’ (M&B) pubs and restaurants strive to be the venue of choice for a relaxed, memorable meal or drink, whatever the occasion. With 14 brands under their belt including Miller & Carter, All Bar One and Harvester to name a few, M&B have a dining experience for everyone.
The challenge
With 1,600 UK outlets focusing on targeted customer segments with incredibly strong individual propositions, M&B needed a single gift card programme to support their group-wide, multi-brand portfolio, that could be redeemed across any of their M&B brands.
M&B wanted an identical gift card customer experience in all outlets, with top-notch programme control and reporting at the back end. Gift cards would also be used for guest recovery and employee reward programmes among the myriad of problems that gift cards can solve.
A simple and clear product strategy but it would require sophistication and technical nous to deliver it.
The Savvy solution
Through Savvy, M&B now operates the most successful restaurant and hospitality gift card programme in the UK. They sell physical and digital gift cards for each of their 14 individual brands online, in-store, through thousands of high street retailers, and to multiple B2B channels via Savvy’s extensive channel sales reach.
The flagship product is their Dining Out Gift Card. This is the umbrella multi-choice gift card we helped them to implement that can be redeemed across any of the individual brands. It is both a physical and digital gift card available both online and in retail stores that works across B2C and B2B channels, sold to consumers and businesses alike.
M&B integrated their CRM platform to fully digitise guest recovery initiatives and implemented digital staff rewards
using gift cards as the backbone of these programmes. And of course, with our Analytics platform, M&B have total control and visibility over every aspect of their gift card programmes with the ability to report on which brands and branches are most popular in terms of redemption.
