Brakes revives Help for Hospitality to counteract cost pressures

By Gill Hyslop

- Last updated on GMT

We all need a little relief these days. Pic: GettyImages/Chev Wilkinson
We all need a little relief these days. Pic: GettyImages/Chev Wilkinson

Related tags Brakes hospitality Foodservice Bakery coronavirus cashback

The UK wholesaler has resuscitated its Help for Hospitality campaign, launched in 2021 to help foodservice operators recover from COVID lockdowns. The initiative generated around £2m in cashback, which was returned to customers in rewards and donated to charity.

The hospitality sector breathed a huge sigh of relief when lockdown was lifted, but sadly, it was not long lived with the onslaught of crashing costs, rising inflation, soaring energy costs and continued challenges with labour shortages and escalating wages.

Brakes’ Help for Hospitality fund is designed to give relief to business in all sectors, from bakeries, pubs and restaurants to independent schools and care homes.

Customers benefit from a 10% online cashback on key categories including Bakery, Snacks, Meat, Fresh and Frozen Produce and Wine & Champagne, plus hundreds of Cashback Extras, backed up by regular, monthly promotions on more than 500 products.

Leading manufacturers – including Kellogg’s, Nestle, Walkers, Twinings, Muller, Alpro, among others – have also thrown their hat into the ring to show their support for the sector with a range of offers and promotions.

Customers can choose to redeem their cashback as Brakes credit on future orders or choose to donate it to a list of charities, including UNICEF (helping support children in Ukraine), the Alzheimer’s Society, Hospitality Action, Springboard or Hospitality Health, as well as Meals & More, Brakes’ own charity that targets holiday hunger.

“For many businesses, it’s been an incredibly difficult three years with only very brief periods of respite,”​ said Paul Nieduszynski, chief commercial officer of Sysco GB, parent company of Brakes.

“With the pressure on operators in all sectors, we felt we needed to step up and create a programme that makes a real difference to customers facing a challenging time.  We’ve invested millions in what is our biggest ever campaign, so we can offer help right where it’s needed. We’re committed to putting money back in the pockets of publicans, restaurateurs, care home owners or any business that serves food.”

Cashback rewards are eligible until 26 August.

Related news

Show more