Reading: CH&CO transitions to new brand identity

CH&CO Group has launched a simplified group structure that will operate across the UK under the name CH&CO and with a new brand identity that clearly defines the marketplaces in which it operates.

An extensive review highlighted the desire to reduce the number of brands in the Reading-headquartered group’s portfolio and to simplify the structure going forward, focusing on its core strengths of creating simple, smart and stirring food experiences that are thoughtfully sourced, prepared and presented.

CH&CO will continue to operate in the same marketplaces it always has, but its 20-plus brands are to be replaced with defined operating sectors: CH&CO Workplaces; CH&CO Destinations; CH&CO Venues; CH&CO Events; CH&CO Education; and CH&CO Livery.

A small group of endorsed brands will continue to operate where the unique nature of their marketplace dictates. These include Principals by CH&CO and ABsolutely by CH&CO; both specialist companies within the State catering sector. The Brookwood Partnership will become CH&CO Independent Education later this year.

From June 2018, all new business will be bid for under the new branding.  It is planned that following consultation with clients, existing business will transition to the new branding by October 2018. 

Bill Toner, CEO, CH&CO, said: “This is a very exciting and positive move for the group. We’ve been through a period of major change, driven by both organic growth and significant merger activity, which has taken us to a £300 million business. Our new strategic partnerships have inevitably created a group structure that’s more complex with a large portfolio of brands, with some areas of cross over.  This restructure and rebrand is an obvious next step. The CH&CO name is strong and well-respected in the marketplace and the company holds a Royal Warrant.  The rebrand also defines who CH&CO now is, it underpins our integration process, and cements our position and expertise in an increasingly competitive foodservice market.

“From talking to clients, consultants, other industry professionals and our people, it was clear that our group structure needed clarification and simplification to clearly define the marketplaces in which we operate and focus our time, energy and core strengths where it matters most; on our customers. And, this is what the new CH&CO structure will achieve.

“Our rebranding plans have been very well received by everyone we’ve spoken to and, most importantly, our clients. Given that we operate as ‘white label’ for most of our clients, the overwhelming feedback has been that our change in brand name is not an issue for them or their customers. They want to continue to deal with the same people, maximise the systems efficiencies the group can offer, and continue to enjoy the service quality and innovation we’ve always delivered, and that will continue to happen. 

“We launched the new structure, vision and identity to our teams during our nationwide conferences a few weeks ago, and the feedback has been incredibly positive. This transition is not going to happen overnight, but everyone is looking forward to working within our new identity that plays to our absolute strengths.”