Harry Ramsden's Boss goes Undercover for Channel 4
30 July 2010
Millions of C4 viewers last night saw Marija Simovic - new CEO of Glenn's client, Harry Ramsden's - get the "Undercover Boss" treatment as she changed her name and donned an elaborate disguise to discover what really happens at the sharp end.
Harry's - the world's most famous fish and chip shop chain - was recently brought
back into British hands with ambitious expansion plans for the UK and overseas.
But first, there's much to be done in the UK to turn around Britain's oldest restaurant
chain, as Marija disovered when she took on various trainee roles in the company's
outlets as new recruit "Millie Percy".
Only female CEO
39-year old Marija is the only female CEO featured in the hit series and the business'
new owner has tasked her with restoring the much loved chain to its former glory.
"Harry’s is a British institution and I’m determined to put it back on the map",
"It was nerve-wracking going undercover but the whole experience has
really opened my eyes to exactly what needs to be done. As a result, we’re hard
at work refreshing the menu and the stores, all centred around what our customers
tell us keeps them coming back – the taste and quality of our fish and chips".
"It’s not going to be easy. But what impressed me the most was our wonderful workforce,
many of whom have been with Harry’s for decades".
Viewers saw an emotional conclusion to the programme as Marija revealed her true
identity to shocked staff and rewarded the unsung heroes encountered on her journey.
"I've never worked with anyone in PR who's more insightful or effective than Glenn and his team at Pozitiv"
Founded in 1928, there are currently 34 restaurants and takeaways within the
Harry Ramsden business including the largest fish and chip shop in the world
in Guiseley, Leeds. The new owner, a West Midlands-based food entrepreneur, has
plans for 100 more stores in the UK as well as taking British fish and chips to
India and China.
Pozitiv has been involved with Harry's since the new owner purchased the business.
We pitched and negotiated last night's successful programme as well as securing
coverage across most of the UK nationals this week and numerous radio and television
CEO Marija Simovic said, "My career has taken me to companies and brands all over
the world and I've never worked with anyone in
PR who's more insightful or effective than Glenn and his team at Pozitiv. All that they've
done for us - and our sister business, Fishworks - has exceeded expectation, especially
in terms of quality, getting the right outcome and return on investment."
Undercover Boss, a
Studio Lambert production, has been a runaway success and last night's show
has already been sold to over 100 countries. You can watch the entire programme