Purpose The purpose of this paper is to describe how a coherent HR strategy focused on delivering the company's key strategic goals has helped Mitchells & Butlers, a UK operator of restaurants and pubs, to post industry‐leading sales and profit growth over the past three years. Design/methodology/approach The paper explains the reasons behind the reforms, the form they took and the results they have achieved. Findings Reports, among other things, increased employee engagement, higher job satisfaction, lower staff turnover, a 500 percent return on investment in a multi‐unit leadership program and a 5.2 percent rise in productivity. Practical implications Reveals, for the company as a whole, an increased operating margin, growth in market share, higher customer satisfaction, lower departmental costs, a rise in like‐for‐like food sales and average profits per pub the highest in the industry. Originality/value The paper gives an inside view of strategic transformation at a key UK company.