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04/09/2012

Mitchells & Butlers' brands launch gift cards

Mitchells & Butlers' brands launch gift cards

Mitchells & Butlers is launching gift cards across its portfolio of leading brands, including Harvester, Toby Carvery, Browns, Ember Inns, Miller & Carter and Sizzling Pubs.

From September Mitchells & Butlers' guests will be able to buy gift cards over the bar and online, so that they can enjoy eating and drinking one of the Company's 1,600 businesses - or treat friends and family to a gift.

Mitchells & Butlers are on a three year technology journey and have reached the exciting stage of introducing new infrastructure that supports real time gift card validation in our businesses, and the central systems required for reporting, managing and properly accounting for a gift card scheme on such a large scale. Working closely with project partners Barclaycard, Card Commerce and Eagle Eye Mitchells & Butlers has been able to implement best of breed systems and have made a huge leap forward in our IT capability as a result.

This technology will open up new opportunities for Mitchells & Butlers - offering better promotional coupon campaigns, enhanced social media marketing and provide digital gift vouchers to guests, including capacity to access social media gifting such as the Wrapp Facebook application.

The method of processing the gift cards and digital vouchers is very similar to debit card payments, and uses existing payment technology, making the process of redeeming them simple for both employees and guests.

Simon Cope, Marketing Director for Mitchells & Butlers comments; "Gift cards will encourage and build on customer loyalty across our market leading brands, as well as attract new guests to come and eat and drink with us.

We believe our guests will enjoy the convenience and flexibility of using gift cards as well as benefit from new marketing opportunities due to the new technology available to us."

Harvester will be the first to launch gift cards in early September, with Toby Carvery, Crown Carveries, Browns, Miller & Carter and Vintage Inns following in mid-September. Gift cards will finally arrive in Ember Inns, Sizzling Pubs, Oak tree pubs, Premium Country Dining Group, Castle, Nicholson's, Village Pub and Kitchen, O'Neill's and All Bar One from October.

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