Footfall driving campaign for Mitchells and Butlers

The Story

Mitchells and Butlers are one of the UK’s largest hospitality operators in the UK. With innovative brands like All Bar One, Browns and O’Neills they are responding to the changing desires of consumers.

50% of their sales come from food where they serve 135m meals a year and over 435m drinks.

The Goal

To engage consumers with a 25% offer, driving people into Toby Carvery & Harvester locations

Mitchells and Butlers wanted to drive measurable redemptions of coupons in their Toby Carvery and Harvester Brand fascia’s venues across the country from digital marketing.

It was important to both measure online to offline for optimisation during and after the campaign.

The Approach

With Driftrock and Havas teaming up, Mitchells and Butlers were able to setup a Geo-targeted campaign, enabling customers to claim a 25% discount off food and drink during a 4-week period towards the end of the summer.

A Driftrock optimised Landing Page Form allowed customers to enter their details to issue codes for the 25% discount.

Coupon redemptions via an Eagle Eye POSintegration at participating M&B outlets were tracked and sent to Driftrock for tracking conversions.

Real-time reporting for optimising campaigns in-flight and post-flight.

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The Results

• 105k Coupons issued
• 5% Redemption rate
• 200+ Participating venues
• 67k Opt ins  generated

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