M&B evolves Harvester ahead of roll-out

Mitchells & Butlers (M&B) has evolved 36 Harvester sites into a more modern Harvester format it calls "salad and grill".

The company is enjoying strong sales uplifts across the evolved sites and now plans to roll out the updated Harvester format across the rest of the 176-strong estate by summer.

The updated Harvester format has a menu that offers customers a choice of grilled menu item, plus a sauce and free, unlimited salad bar.

Its £4.99 early-bird offer has been extended throughout the day — sites had tended to have a 5.30pm to 6.30pm cut-off point previously.

The salad bar has been updated with new sauces, accompaniments and new items such as curried potato and bean and pesto salad.

The 36 evolved sites have also been given a more modern look with less clutter and the use of more modern slates and wooden surfaces.

The Harvester brand saw sales falter a couple of years ago, but M&B is confident it's now well placed to expand to up to twice its current size.

M&B managing director, suburban, Amanda Coldrick told the Morning Advertiser​: "The brand is now better placed than ever. The changes have been about evolving the brand without throwing the baby out with the bath water by losing sight of the traditional elements that make Harvester popular.

"Harvester is now a much more inclusive offer, with the Earlybird offer on all day."

Another key recent innovation has been the introduction of free self-service refills on soft drinks for the set price of £2.05.

A self-service ice cream and frozen yoghurt machine is also being trialled at a site in Loughborough.

M&B has also launched a television advertising campaign for Harvester in key regions, alongside a campaign for Toby Carvery.

It is now looking at opening Harvesters on retail parks, shopping centres — and even on high streets.