Whitbread: understanding our customers by Tabitha Aldrich-Smith

Corporate reputation:Understanding our customers

Eat, sleep & drink WhitbreadTabitha Aldrich-SmithDirector of Communications – Whitbread

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“Creating a new corporate identity for Whitbread built

around our vision”

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Internal change momentum

CEO support

Fundamental identity review

Recession

Cost efficiency

Growth slowing

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Source: Reputation Institute 2009

Reputation of Whitbread in 2009

UK Pulse score = 67

69

68

62

6665

62

65

Why now?

• Differentiation

• Opportunity out of recession

• Clear communication to teams in uncertain times

• Joined up with other parts of change programme

– Leadership

– ‘Your Say’ engagement survey

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Removing roadblocks Leadershipambition

External perception Strategic direction

What’s special and different about

Whitbread?

The Whitbread Way Forward

The Route Map

Based on Gurnek Bains, Meaning Inc.

Whitbread’s core values

Genuinereally caring about customers

Confidentstriving to be the best at what we do

Committedworking hard for each other

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Whitbread Leaders….

Create Whitbread’s Future• Set ambitious goals• Create space to think, plan and learn• Shape and outpace the market

Make Bold Decisions• Act on sound analysis• Focus ruthlessly on what is vital• Take risks, and learn from setbacks

Inspire Confidence and Belief• Paint a compelling picture of the future• Recognise and celebrate success• Connect with people

Deliver Great Results• Turn strategy into action• Embrace accountability • Fight to win

Build Exceptional Teams• Select, support & stretch great people• Create conditions for all to flourish• Raise the bar with ‘Tough Love’

Act with Authenticity• Be yourself with more skill• Believe in your own value• Consistent in words and deeds

Build the best large-scale hospitality brands in the world by becoming the most customer focused organisation there is. Anywhere.

VisionThe Whitbread Way Forward

Our aim is to build the best large-scale hospitality brands in the world by becoming the most customer focused organisation there is. Anywhere.

We’ll do this by providing outstanding value and making everyday experiences feel special - so that our customers come back time and time again.

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Updating our corporate image

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Unloved: badly run ‘family’ business

A large portfolio of brands with a

strong high-street presence and good awareness

A friendly, tolerant company with a

strong people culture. Good for

personal development and growth

Pubs, beer and a horse’s head

Very strong CEO and Finance team:

Tightly run business, with Premier Inn and Costa the main drivers

A mixture of progressive and more

traditional brands

Retained friendly culture. Much more

commercial/professional

Disappeared

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City

Recruitment

Employee

Consumer

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StabilityStabilityStatureStature

ContemporaryContemporaryStrong identityStrong identity

ConfidenceConfidencePridePride

TraditionalTraditionalOld fashionedOld fashionedA little dullA little dullBrewingBrewing

No-nonsenseNo-nonsenseStreamlinedStreamlined

Straight-talkingStraight-talkingWell-managedWell-managed

GrowingGrowingProgressiveProgressive

FocusedFocusedGood Quality/valueGood Quality/value

FamilyFamilyValue For Money BrandsValue For Money Brands

No longer… Maintains… Gains…

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The firm foundation and the power behind our brands

Customers see brandsBut may discover Whitbread

Employees see both

The City see drivers of growth and investment case

What is my learning?

• Become the voice of team members

• Understand the right stakeholder perceptions

• Engage colleagues

• Believe in the importance of our reputation

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What’s next?

• New CEO, what will he do?

• Understanding our customers – what does it really mean?

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What does being customer focused mean?

• Connection to customers - personal

• Listen to people at front line

• Recognise great behaviours

• Deep understanding of insight

• Use insight to make the best decisions

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Moving the dial on reputation

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I pledge to car share

once a weekWe pledge

to turn unnecessary

lights off

• An integrated programme of corporate responsibility

• Six work streams

• 60% of our customers and employees were ‘concerned’ about environmental issues

• Achieved Carbon Trust Standard in 2009

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Environment Employees Sourcing

Health Customers Community

Looking ahead

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