The Search

With organic search remaining the single largest digital channel for bookings, Mitchells & Butlers sought a partner that could not only drive performance, but also contribute to long-term SEO maturity across a complex portfolio of over 1,700 businesses.

The GO! Network led the search, prioritising UK-based SEO agencies with hospitality experience, technical depth, and the ability to manage a multi-brand national estate with measurable results at brand and outlet level.

The brief included ambitious year-on-year growth targets for visibility, clicks, and bookings, with a strong emphasis on strategy that goes beyond Google to include social search, AI-powered search, and content for zero-click environments.

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The Appointment

Tug, a performance-driven digital agency headquartered in London, will now take the lead on SEO strategy, delivery, and reporting across Mitchells & Butlers' key brands and outlets. The agency will support the in-house marketing and channel optimisation teams to elevate organic performance across the group.

The scope includes ongoing optimisation, SEO maturity development, and channel integration across web properties, supported by regular performance reporting and a dedicated team aligned to divisional needs.

Matt Delooze, Brand Partnerships Manager at The GO! Network, commented:

“This was one of the most technically complex and commercially sharp briefs we’ve supported in recent months.

With 1,700+ venues, distinct brand audiences, and fast-moving market pressures, Mitchells & Butlers needed an agency that could combine scale with precision. Tug demonstrated strategic clarity, technical firepower, and a clear understanding of the hospitality landscape—making them the right partner to drive this forward.”

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