B&I - Why Less is 'Mmmore' For Pabulum

11th June 2009, 2:01pm

On a shoestring budget Hampshire-based contractor Pabulum is proving that good ideas don't necessarily need big investment to work. David Foad reports.

The striking new marketing material now being rolled out throughout Pabulum's portfolio of contracts is a clever mix of new, earth-tone colours and a memorable stylistic device that visually echoes the letter 'm' in key words of the company's message.

And it is underscored by a tagline 'honestly good food' that offers a clear, simple message about the business focus.

Managing director Jonathan Gawthrop is delighted with the change: "Getting it right matters to us, and that's what I believe we have done with the rebrand.

"It helps us get the message across to our staff, our clients and our customers that the enjoyment of good, tasty food is at the very centre of what we do. Our offer has always been about providing food at its very best: high quality, fresh, sustainable and ethical.

"Our new look doesn't change that, but it does bring the strength of the offer into sharper focus."

It has also won plaudits within the industry, with Chris Stern of Stern Consultancy, for instance, saying: "I think the Pabulum rebrand is great. It achieves real stand-out; it's modern, distinctive and the 'mmm' communicates a passion for food."

Not a bad return already for a project that was given only a £40,000 budget when the company sat down just over a year ago to look at the Pabulum brand and positioning. This followed the promotion of Gawthrop from deputy MD in May 2007 when his predecessor Deborah Harvey, who had run Pabulum for 11 years previously, became chairman and took a place on the board of parent company The Quarr Group.

Says Gawthrop: "The sector we operate in today is very different to the one Pabulum entered 17 years ago. Food habits have changed, client expectations have soared and the competition has increased dramatically –all healthy developments for the sector.

"For us it is imperative to stay ahead of the game, embracing change before it happens."

As well as the rebrand, change at Pabulum has included the appointment of its first executive development chef, Huw Griffiths, bidding for contracts well beyond its traditional Hampshire heartland and moving into the independent schools sector.

There are figures to back up the wisdom of the strategy as well, with Pabulum currently achieving a 120% increase in its tender to presentation rate and a 40% jump in its presentation to new business win conversion rate.

In the last quarter that meant contract gains worth more than £2 million in total turnover, and 2009 has already started with more successes.

Notable wins in the public sector include a new café at Northampton NHS Primary Care Trust, two more Wiltshire Police sites and the staff feeding contract at The London Borough of Tower Hamlets.

Says Gawthrop: "This year already we've been delighted to welcome nine new schools, including our first success in the independent school sector, along with four B&I contracts.

"And I'm convinced our refreshing new brand has contributed to this."

It is not just new clients that are being won over, though. Existing clients have also expressed their satisfaction, with more than 60% of respondents in a recent client survey giving Pabulum's food offer the maximum score possible.

"Service delivery excellence has been the mainstay of our continued success, consolidating our reputation in the sector for honestly good food that consistently sets the standard."

The business performance also offers clients something, with turnover increasing 100% at the Wellcome Trust Centre for Human Genetics at Oxford University in the last quarter of 2008.

Another pointer to the overall health of a business is the number of 'incidental' awards and accreditations it picks up.

So it is no coincidence to find that Pabulum's head office in Fleet was last year re-awarded the highest (gold) Healthy Workplace Award by Hart District Council.

And the contractor has also been reaccredited with the British Hospitality Association's 'Excellence Through People Award', which is assessed by a BHA auditor to make sure best practice is applied to all staff when dealing with annual appraisals, internal training and NVQ opportunities.

Related Articles:

• 14 Sep 2009 - Pabulum wins Commonweal School contract