<div class="gn-article"><div class="gn-hero gn-reveal"> <div class="gn-hero__image"><img src="https://cdn.prod.website-files.com/6877701b88030d58f11ac053/6a16e13d03917c42a9a67692_mitchells-and-butlers-x-tug-banner-68f0b80b057eb521634338.webp" alt=""></div> <div class="gn-hero__head"> <span class="gn-kicker"><span class="dot"></span>News</span> <h1 class="gn-title"><em>Pitch Win:</em> Mitchells &amp; Butlers Appoints Tug as Lead SEO Agency Across National Brand Portfolio</h1> <div class="gn-meta"> <strong>The GO Network</strong> <span class="pip"></span> <span>26 September 2025</span> <span class="pip"></span> <span>1 min read</span> </div> </div> </div> <div class="gn-body"> <h2 class="gn-reveal">The Search</h2> <p class="gn-lede gn-reveal">With organic search remaining the single largest digital channel for bookings, Mitchells &amp; 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.</p> <p class="gn-reveal">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.</p> <p class="gn-reveal">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.</p> <figure class="gn-fig gn-reveal"> <div class="gn-fig__media"><img src="https://cdn.prod.website-files.com/6877701b88030d58f11ac053/6a16e13e6a7f64a6734d828e_mab-article-header-68efb274eeb40286148541.webp" alt="Mitchells &amp; Butlers brand portfolio"></div> <figcaption>Mitchells &amp; Butlers operates a national estate of over 1,700 pubs and restaurants across the UK.</figcaption> </figure> <h2 class="gn-reveal">The Appointment</h2> <p class="gn-reveal">Tug, a performance-driven digital agency headquartered in London, will now take the lead on SEO strategy, delivery, and reporting across Mitchells &amp; Butlers' key brands and outlets. The agency will support the in-house marketing and channel optimisation teams to elevate organic performance across the group.</p> <p class="gn-reveal">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.</p> <aside class="gn-quote gn-reveal"><q>Tug demonstrated strategic clarity, technical firepower, and a clear understanding of the hospitality landscape, making them the right partner to drive this forward.</q><cite>Matt Delooze · Brand Partnerships Manager, The GO Network</cite></aside> </div></div> <aside class="gn-related gn-reveal" data-auto="related-reading"> <div class="gn-related__label">Related reading</div> <ul class="gn-related__list"> <li class="gn-related__item"> <a href="/articles/pitch-win-mood-media-appoints-realtime-agency-to-lead-paid-search-strategy-across-europe-and-us" class="gn-related__link"> <span class="gn-related__category">News</span> <span class="gn-related__title">Pitch Win: Mood Media Appoints Realtime Agency to Lead Paid Search Strategy Across Europe and U.S.</span> <span class="gn-related__excerpt">Performance agency Realtime takes on multi-market paid search across Europe and the U.S., covering five territories, Google and Bing, and Sa</span> </a> </li> <li class="gn-related__item"> <a href="/articles/pitch-win-vetoquinol-appoints-vega-as-integrated-digital-partner-across-uk-brand-portfolio" class="gn-related__link"> <span class="gn-related__category">News</span> <span class="gn-related__title">Pitch Win: Vetoquinol Appoints Vega as Integrated Digital Partner Across UK Brand Portfolio</span> <span class="gn-related__excerpt">The GO Network structured the agency search that matched Vetoquinol with Vega to lead paid media, SEO, influencer, and UX across its UK pet </span> </a> </li> <li class="gn-related__item"> <a href="/articles/pitch-win-princes-group-appoints-simply-social-as-lead-social-agency" class="gn-related__link"> <span class="gn-related__category">News</span> <span class="gn-related__title">Pitch Win: Princes Group Appoints Simply Social as Lead Social Agency</span> <span class="gn-related__excerpt">Simply Social wins Princes Group&#39;s social media pitch, managed by The GO Network, to lead strategy, content, and community growth across six</span> </a> </li> <li class="gn-related__item"> <a href="/articles/pitch-win-potter-moore-appoints-seventy7-to-lead-social-strategy-across-beauty-brand-portfolio" class="gn-related__link"> <span class="gn-related__category">News</span> <span class="gn-related__title">Pitch Win: Potter + Moore Appoints seventy7 to Lead Social Strategy Across Beauty Brand Portfolio</span> <span class="gn-related__excerpt">The GO Network matched Potter + Moore with seventy7 to lead TikTok, Instagram, and Facebook across four beauty brands, including Emma Hardie</span> </a> </li> </ul> </aside>