Brakes, the UK foodservice wholesaler, has launched a new campaign designed to help get hospitality customers back on their feet, once able to reopen after the current nationwide lockdown.
The company says the campaign is the most extensive it has ever run, and was informed by extensive research into what matters most to hospitality customers. It aims to put money back in the pockets of hard-pressed hospitality businesses who have had to weather an unprecedented storm created by the coronavirus. It comprises more than 3,500 price cuts, a ‘cash back’ style scheme that can help reward businesses and bespoke promotions, all complemented by support for some of the UK’s leading hospitality charities.
Paul Nieduszynski, commercial director at Brakes, said: “Hospitality is a crucial component of the UK economy and a beloved part of life in Britain that has been dearly missed while closed during lockdown. With the market on the cusp of reopening, the coming weeks will be a critical moment, as outlets up and down the country prepare to welcome customers back, after one of the most difficult periods in our history.
“The team at Brakes felt strongly that we had to play our part, by providing help for the UK hospitality industry. That’s why we’ve invested millions in this campaign, so we can offer help right where it’s needed. Our aim is to put pounds back in the pockets of publicans, restaurateurs or any business that serves food.”
Brakes has undertaken regular customer research throughout the pandemic. Its recent studies have shown that, as the nation exits lockdown, its customers wanted to save money, have reliable service and product available, alongside quality food products and the campaign has been designed with this in mind.
During the campaign, which is available to all independent businesses, customers will benefit from at least 10% cashback on key categories including chilled meat and poultry, fresh produce, wine and champagne and catering supplies and equipment lines. Outlets can choose to save money on future purchases, get cash back in the form of vouchers that can be used in the business or to reward staff, or choose to lend their support to one of a list of charities that includes Hospitality Action, Springboard or Hospitality Health, as well as Meals & More, Brakes’ charity which aims to eliminate child food hunger.