29 May 2018 | Herpreet Kaur Grewal
CH&CO Group has launched a simplified group structure that will operate across the UK under the name CH&CO with a new brand identity which it says defines the marketplaces in which it operates.
A review highlighted the desire to reduce the number of brands in the group's portfolio and to simplify the structure, 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+ brands are to be replaced with the following defined operating sectors: CH&CO Workplaces; CH&CODestinations; CH&CO Venues; CH&CO Events; CH&CO Education; and CH&CO Livery.
A small group of endorsed brands will continue to operate including Principals by CH&CO and ABsolutely by CH&CO - both specialist companies within the catering sector. The Brookwood Partnership will become CH&CO Independent Education later this year.
From next month, all new business will be bid for under the new branding. Following consultation with clients, the plan is for existing business to transition to the new branding by October 2018.