Bartlett Mitchell changes name to BM in post-Covid strategy launch

Bartlett Mitchell has changed its name to BM as it launches a new post-Covid brand strategy.

The take up of the abbreviation, which had been commonly used, comes alongside the introduction of a new ops-led sales approach; an increased investment in the business’s ‘fundamentally food' ethos; and a focus on offering “social value” in the communities it operates in.

Chief executive Ian Thomas said: “Our new vision and approach is going to be hugely important over the coming year.

“We’ve taken some significant steps to ensure that our structure offers an enhanced service for our new and existing clients, as well enable us to focus even more closely on developing and supporting our people and our communities.”

BM, which was founded by Wendy Bartlett and Ian Mitchell in 2000, was acquired by BaxterStorey's parent company Westbury Street Holdings (WSH) in October 2020.

As part of its new strategy BM has restructured its sales department by placing operational team members at its centre. The move is designed to offer a more integrated operations and business development strategy.

This approach was previously taken in the company’s recently launched subscription-based contract catering and FM business, Mosaic, which offers flexible services for the post-Covid workplace.

BM founder Bartlett added: “BM has long been seen as a pioneer in the foodservice sector. Our values and commitment to constantly innovating our offer has been at the heart of everything we have achieved over the last 20 years. We will continue to build on the personality and joy of being part of the BM family, and being independently minded, it enables us to deliver something different.”