Mitchells & Butlers (M&B) is one of the UK’s most established and successful pub, bar, and restaurant operators. With over 1,700 locations and household names like Toby Carvery, Miller & Carter and All Bar One, the group has been shaping British hospitality for more than 125 years.
Yet behind the scenes, running such a vast portfolio presents challenges: multiple disparate digital systems, fragmented guest data, and missed opportunities for personalisation at scale. That’s where Guestwise came in.
The Challenge: Complex Digital Systems, Rising Guest Expectations
M&B’s portfolio runs on diverse systems spanning bookings, CRM, loyalty, vouchers, and POS. This created a complex backend that slowed down marketing execution and made it harder to provide consistent guest experiences.
At the same time, guest expectations were evolving. They wanted faster responses, more personalised offers, and a seamless journey across web, mobile, and social platforms.
The Solution: Digital Unification with Guestwise
Guestwise partnered with M&B in 2022 to provide a digital unification platform, integrating:
- Brand websites and aggregators
- Booking systems (Zonal, Collins)
- CRM and marketing (Adobe Campaign, Savvy)
- Loyalty and voucher platforms (Eagle Eye)
- Social, web and direct channels
This unified view of each guest enabled automated, personalised communication at scale, while maintaining brand individuality across Toby Carvery, Miller & Carter, All Bar One and many more.
Guestwise also delivered continuous enhancements, 24/7 support, and enterprise-grade cloud infrastructure to keep the system scalable, secure, and compliant.
What We Delivered
New Guest Features
- Abandoned journey recovery
- Consent capture nudges
- Loyalty sign-up flows
- Refer a friend program
- Spin to Win gamification
Technical Delivery
- Integration with Azure B2C
- Secure handling of guest interactions across multiple brands, 100% GDPR compliant and privacy centric
- Customisable creative and offers tailored to each brand identity
Operational Gains
- End-to-end attribution and reporting at guest level
- Faster marketing execution with automation
- Seamless mobile and desktop guest experiences
Impact for M&B
M&B now sees Guestwise as the next frontier of digital marketing effectiveness. The platform has:
- Enhanced conversion funnels
- Expanded guest consent capture
- Improved personalisation and loyalty engagement
- Enabled real-time promotions and attribution
By applying e-commerce style technology to hospitality, M&B has accelerated both results and its understanding of what truly drives guest behaviour.
Conclusion: The Future of Guest Engagement
Guestwise has transformed M&B’s ability to engage with millions of guests across 1,700+ venues. By unifying data, automating journeys, and enabling personalisation at scale, M&B can now deliver the kind of seamless, relevant experiences guests expect.
👉 Interested in seeing how Guestwise can unify your guest data and marketing?
Book a personalised demo today.
