I’ve noticed that, over the last 30 years or so, Whitbread can almost be considered as much a marketing company than a hospitality company.

In the 1970s through to the 1990s, the Whitbread Beer Company established Heineken, Stella Artois and Boddingtons as leading beer brands in the UK, thanks to innovative marketing campaigns.

This innovative approach to marketing is written in the company’s DNA. Beer throughout much of the twentieth century was dominated by the Big Six companies. As much the smallest of these, Whitbread was forced to advertise its products heavily: Mackeson Stout and Gold Label are examples that are still around to this day.

Another Whitbread brand, Costa Coffee, is as much a triumph of marketing over substance. Whitbread also developed Pizza Hut and TGI Friday’s in the UK. These restaurants offer an experience as much as they do food.

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