Mitchells & Butlers - From Pints to Points: The Launch of Arrowsmiths

The Client

For 2 years, Mitchells and Butlers has partnered with CHS. As the UK's top pub and restaurant company, their focus is simple: enrich every community with exceptional pub and dining experiences. Across their diverse array of pubs, they aim to offer enjoyable moments to everyone, all backed by great value.

The Challenge

Post-pandemic, 2022 saw a shift in consumer habits. The charm of regular pubs waned as people started seeking venues offering elevated, theme-based experiences. Responding to this, Mitchells and Butlers pinpointed an opportunity: introducing a fresh interactive darts experience in their pubs, ensuring they stand out and re-attract their audience.

The Solution

Introducing 'Arrowsmiths', an interactive darts concept, housed within Mitchells and Butlers' iconic O’Neill’s pubs. The motivation? Offer customers not just a game, but an unforgettable experience. 

Rooted in the understanding that people are looking for unique experiences worth their spend, 'Arrowsmiths' donned a captivating art-deco brand design, distinguishing itself while capturing the essence of a premium play experience. 

Our role was pivotal in curating the brand's visuals and tone. We crafted comprehensive brand guidelines, and from there, a suite of promotional assets like menus, point-of-sale material, social assets, and web banners. Our pilot began with an O’Neill’s pub, a singular venue for an experiment we hoped would catch fire.

The Results

The market's response? Overwhelmingly positive. 'Arrowsmiths' resonated deeply with patrons, cementing its place not just as an activity but an experience to seek out. 

Encouraged by its success, Mitchells and Butlers is now taking 'Arrowsmiths' to more locations, with the potential to redefine leisure on the high street.