How Butcombe boosted retention by 26% and turned 80% of its hospitality workforce into active users 

What they needed

Butcombe Brewing Co. employs around 1,800 people across its pubs, brewery, logistics and support functions. Its employer brand is built on belonging: whoever you are and whatever your role, there’s a place for you at Butcombe.

Employee feedback showed a gap between that ambition and day-to-day reality. Many employees didn’t know what their benefits were, and the business had no real system for connecting with and rewarding its teams. In a sector where shifts move fast and people are spread across many sites, managers had no easy way to recognise good work when it happened.

The goal was to make sure every employee understood what they were working for, and to give managers a simple way to recognise and reward their teams wherever they were.

How we helped

Butcombe rebranded its platform as The Benefits Bar, a hospitality-styled one-stop shop that feels relevant to teams working behind the bar, in the kitchen or on the brewery floor. Employees can access their benefits, discounts across hundreds of retailers, reward and recognition and wellbeing support in one place.

A new reward and recognition programme built around Butcombe’s brand values connects people directly to the culture. Every location’s manager has an individual reward pot, so they can recognise team members at a level that matches their contribution, and colleagues can spend their rewards however they choose.

The Engage app brought the whole experience to mobile, so pub and brewery teams can access everything they need on shift, and managers can recognise people even when they’re not on site. A monthly “Benefits Buzz” communication keeps offers and discounts front of mind.

What they achieved

Engagement has grown significantly since relaunch. 80% of the workforce are now active users, and in one year Butcombe’s teams spent over £130,000 through the platform and redeemed £67,000 in rewards.

The business impact is just as clear. Butcombe has seen a 26% increase in retention, with labour turnover significantly below the hospitality industry standard, reducing onboarding, training and recruitment costs. The business has also been named Best Pub Employer at the Publican Awards and won the Burnt Chef Project award for Best Mental Health Strategy in the Workplace.

For employees, the value is personal. Colleagues describe noticeable savings on family days out and holidays, a wellbeing centre that shows the company genuinely cares, and recognition that makes them feel appreciated. As Butcombe puts it, The Benefits Bar isn’t just about benefits. It’s about creating a feeling of value and connection.