Bartlett Mitchell has unveiled the launch of a new post-Covid brand strategy, which includes changing its name to ‘BM’.
As part of the strategy, the company said it will reshape its business development function by creating an ops-led sales approach, continue to build on its ‘Fundamentally Food’ ethos and place greater emphasis on offering social value in the communities it operates in.
BM said that ‘Fundamentally Food’ has sat at the heart of its proposition for more than 20 years and serves as the “driving force” behind all its business decisions. It acts as a measure for all its activity, ensuring that its focus is on “food, people and fun”.
It has a number of initiatives planned for the coming year focusing on communities and will place great emphasis on adding social value by contributing to the long-term wellbeing of individuals, communities and wider society.
These initiatives will offer support to a number of organisations, as well as look to build resilience for individuals across its business.
BM has also restructured its sales department by placing operational team members at the centre of the business function.
The move is designed to offer a more integrated operations and business development strategy.
Heather Day and Gregory Hall have now joined the new business development function in order to realise this integrated approach.
The move mirrors the approach adopted in the recent development of Mosaic, a new subscription-based contract catering and FM model launched to offer clients flexible solutions in the post-Covid workplace.
Mosaic business development is led by BM operations teams, giving prospective clients a cohesive plan for their catering and facilities management services.
Wendy Bartlett, founder of BM, said: “BM has long been seen as a pioneer in the foodservice sector. Our values and commitment to constantly innovating our offer has been at the heart of everything we have achieved over the last 20 years.”
Ian Thomas, CEO of BM, added: “Our new vision and approach is going to be hugely important over the coming year.
“We’ve taken some significant steps to ensure that our structure offers an enhanced service for our new and existing clients, as well as enabling us to focus even more closely on developing and supporting our people and our communities.”
With regards to the new name, the company said that BM is an abbreviation which it is “already most commonly known by”.