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Business strategy

Our strategic priorities are the pillars which underpin the activity within the business to drive long-term sustainable growth. We have maintained consistency in our three strategic priorities over recent years and believe that continued focus in these areas is key to re-establish stability and growth in the business following a period of uncertainty. Our three strategic pillars are:

  • Build a more balanced business
  • Instil a more commercial culture
  • Drive an innovation agenda

Focusing on these areas through our Ignite programme of work has delivered significant progress over recent years, starting with generating like-for-like sales growth and sustained outperformance of the market, and followed by adjusted operating profit growth of 4.6% in FY 2019. Over the past four years, two waves of Ignite initiatives have directly led to enhanced performance over a number of areas, improving our trading levels and increasing profitability. Examples of the initiatives we have rolled out include deploying a sophisticated labour deployment tool, empowering all of our team members to upsell and improving our digital interactions with guests. Our focus on these key strategic areas was reflected in our strong trading performance when we reopened after closure in July, and in our consistent outperformance of the market.

At the beginning of FY2020 we developed a new wave of initiatives which will form the third wave of Ignite. In the short term, as a result of the Covid-19 pandemic, we will need to delay some of the initiatives we had planned under these priorities as we focus on rebuilding trade and remaining flexible in the current uncertain environment. We believe that these priorities remain the crucial elements of the business which will drive the long-term growth of the business and will continue to unlock value in these areas through our Ignite workstreams.

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Contact Us

A photograph of Tim Jones
Tim Jones Chief Financial Officer Carlie Wakefield PA to Chief Financial Officer +44 (0) 121 498 6112
A photograph of Denise Burton
Denise Burton Deputy Company Secretary +44 (0) 121 498 6514
A photograph of Amy De Marsac
Amy De Marsac Head of Investor Relations and Sustainability +44 (0) 7712 538 660