Case Study: Marston's PLC adds £7.7M annual revenue and enhances customer experience with Microsoft Azure

Making customers feel more welcome and adding £7.7 million to the bottom line: That calls for a drink

Marston’s is a UK hospitality and brewing group that runs about 1,700 pubs and employs around 13,000 people. Facing intense competition, rising customer expectations and the need to personalize service, Marston’s wanted a 360° view of customers by bringing together CRM, social media, point-of-sale, survey and Wi‑Fi usage data—capabilities that went beyond its existing systems.

Marston’s chose Microsoft Dynamics 365 for Customer Insights (with Cortana Intelligence) to quickly integrate and analyze those data sources and deliver role-specific insights to staff. The cloud solution sped deployment, cut development time by 60–70% and avoided consultant costs, and Marston’s estimates it will drive at least one extra meal and drink per pub per day—about £7.7 million in additional annual revenue—while improving frontline customer engagement.

Marston's PLC

Mike McMinn

Director of IT