@ The Brewery, Chiswell Street, London
Last week MITIE launched its new catering brand Gather & Gather at an event which showcased the aspirations of a business that has trebled in size over the past two years.Allister Richards, managing director, Gather & Gather and Ruby McGregor-Smith, MITIE chief executive discussed the vision and role of catering within the business, joined by guest speakers Niki Signet, author of The Flavour Thesaurus and Tim Oldman of The Leesman Index.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.
John Telling, corporate affairs director, MITIE, Ruby McGregor-Smith and Allister Richards
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, 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 was also the debut of the team’s street-food van, Delphine, who will be used as part of events and promotion in the business.
Gather & Gather will roll out throughout the spring from 1 May 2013.