GATHER & GATHER WINS BRAND IMPACT CATEGORY AT BIFM AWARDS
Gather & Gather has won the 2016 BIFM Brand Impact Award, presented to the team at the BIFM Awards on 10 October.
The award celebrates brands that have enhanced the delivery of facilities services, strategy and workplace as a whole because of their concept and culture – something at the heart of the Gather & Gather brand.
Ruby McGregor-Smith, Mitie CEO, asked Allister Richards in 2010 to devise, launch and manage a standalone brand to convey Mitie Catering Services’ (MCS) love of food and industry-challenging aspirations. At the time there was an established view that it was necessary to go outside the facilities management framework to the industry specialists to provide catering services of any note.
The team created a fresh identity to shake up the market and compete with the owner proprietors, specialists and foodies leading the market. Subsequently, the Gather & Gather brand, launched in 2013 – drawing on the influences of street food and the idea of the urban hunter gatherer, exploring the modern culinary world and bringing back exciting ideas to enrich people’s working lives through food – has gone from strength to strength.
The Gather & Gather identity is present in everything from on-site menus and recipe cards through to canteen signage. Director of sales and marketing Heidi Stone has applied the learning from brands that have championed emotional connections, embracing US brands guru Jim Stengel’s theory that by setting out business ‘ideals’ – shared goals of improving people’s lives – a brand’s profitability can be hugely increased.
The results speak for themselves; impressive growth, improved employee retention and an ever expanding client portfolio including well-known names such as Rolls-Royce, Sky, Standard Life, The National Audit Office and Lloyds Banking Group among its clients.
Gather & Gather also won a gold award at the Design Business Effectiveness Awards earlier in the year – an award judged by some of the biggest brands in the UK. Most importantly, it has changed the perception of catering capability within the facilities and food service marketplace. All of which was borne out in the BIFM judges reactions, who said Gather & Gather had demonstrated “an excellent brand development programme to develop a stand-alone catering product and brand.”
Allister Richards, managing director of Gather & Gather said:
“This is a great accolade for the team because it plays to our absolute believe that great food and brilliant space-planning can transform a workspace. We get a massive kick out of helping clients to support their workspace strategy by placing food, social spaces and people at the heart of their decision making. Basically we’re chuffed to bits!”