The managed pub company says campaigns for brands including Harvester and Toby Carvery helped increase like for like sales by 1.9% in the first half of its financial year.
M&B launched the first television advertising campaign for Toby in March and has trialled a TV campaign for Harvester to push the brand’s new “salad and grill” positioning.
The upturn in activity comes as the company readies a move away from its price-sensitive drinks-led business to concentrate on its food offering.
It plans to double the number of its six “active” brands – Crown Carveries, Harvester, Premium Country Dining, Sizzling Pub Co, Toby Carvery and Vintage Inns – to around 1900 by opening outlets in retail parks and smaller Harvester and Toby high street variants.
M&B posted pre-tax profit of £73m in the 28 weeks to 10 April, up 55.3% on the same period last year.
The results follow a strategic review by recently appointed chairman John Lovering, who was brought in to replace the rejected Simon Laffin who left after a shareholder battle.