Whitbread, the hotel and restaurant operator, has entered into a multi-million pound print, merchandise and data management deal with Adare. The contract will support the marketing departments across Whitbread’s market leading brands - Premier Inn, Beefeater, Table Table, Brewers Fayre, Taybarns and Costa Coffee - and covers print marketing, point of sale, menus, signage, direct mail, operational print and merchandise. In addition, Adare will be responsible for managing Costa’s Loyalty Member database and application process. The service will be delivered through a dedicated on-site team at Whitbread’s headquarters in Dunstable who will be charged with driving operational and process improvements. Paul Clutton, head of procurement at Whitbread said: “We have been through one of the most exhaustive procurement process I can remember to ensure that we engage with the right marketing services organisation moving forward.”