10% cash back on key categories and 3,500+ price cuts aim to help hospitality get back to business

Brakes, the UK’s leading foodservice wholesaler, has launched a wide-reaching new campaign designed to help get hospitality customers back on their feet, once able to reopen after the current nationwide lockdown.

The campaign is the most extensive Brakes 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, 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 & Poultry, Fresh Produce, Wine & Champagne and Catering Supplies & 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.

Steps Brakes is taking to provide help for hospitality customers include:

• Expert support on areas including menus, to make the most of Brakes’ award-winning food range; advice to drive footfall and make the most of every food occasion, including outdoor dining; and re-opening checklists
• More than 3,500 price reductions, with many prices held for six months to provide stability and peace of mind for customers
• Following earlier announcements, customers are no longer required to meet Minimum Order Value
• Stringent hygiene & social distancing measures in place among Brakes staff, ensuring the wellbeing of employees and guests at customer sites. This includes contactless payments and contact-free deliveries

Customers will be able to identify the products that will bring them the maximum benefit through a new microsite, brakescashback.co.uk, built using leading-edge technology.