MITIE, the FTSE 250 strategic outsourcing company, has announced the launch of a new brand for its catering business: Gather & Gather.
Based around a culture of bringing food and people together, the new identity will feature as the new trading name and customer facing identity for MITIE’s catering business.
Gather & Gather focuses on bringing together the best ideas, ingredients, recipes and inspiration from the food industry so that customers can gather together to enjoy them in the workplace.
Two years ago MITIE recruited a new management team to lead its catering business under an entrepreneurial investment model. Since then, the business has more than trebled its turnover through new contract wins and the acquisition of award winning hospitality company Creativevents, making it the fastest growing caterer in the UK and Ireland.
The rebrand to Gather & Gather marks an important step in the evolution of MITIE’s catering business. Developing this ethos has been an integral culture shift for the team behind the business, and now forms a keystone for the brand.
The rebrand combines a new approach to marketing with a learning and development programme for all staff, to understand the values that underpin the name change.
Allister Richards, managing director of Gather & Gather, who has led from the front over the past two years, said:
‘Gather & Gather is a reflection of our business maturing from focusing on what we do, to how we do it. Bringing the ideas and creativity of a dynamic team together, and translating that into delivering great service.
“We’re readdressing the balance between client, customer and caterer, and putting the customer at the heart of what we do, offering something truly different to the marketplace.”
Gather & Gather will roll out throughout the spring from 1 May 2013. Full details of the brand experience will be shared at the launch event on Tuesday 23 April, at The Brewery in central London.
