The newly-named CH&CO aims to lower the number of brands in its portfolio and concentrate on ‘creating simple, smart and stirring food experiences that are thoughtfully sourced, prepared and presented’.
From June, all new business will be bid for under the new branding and existing business is expected to transition by October.
Bill Toner, chief execuitve at CH&CO, said: “Our new strategic partnerships have inevitably created a group structure that’s more complex with a large portfolio of brands, with some areas of cross over. This restructure and rebrand is an obvious next step.
“The rebrand also defines who CH&CO now is, it underpins our integration process, and cements our position and expertise in an increasingly competitive foodservice market.”
The company’s 20+ brands are to be replaced with defined operating sectors: CH&CO Workplaces; CH&CO Destinations; CH&CO Venues; CH&CO Events; CH&CO Education; and CH&CO Livery.
The Brookwood Partnership will become CH&CO Independent Education later in 2018.
As an independent hospitality caterer, CH&CO operates at over 750 locations across the UK and Ireland.