Member Article

Broderick's Brewing a Stellar Year With Wins

Leading vending and refreshments business, the Manchester-based Broderick’s Group, is celebrating a pair of prestigious national client wins: British Airways and Michelin Tyres.

This influx of high profile new accounts sets Broderick’s on course to turnover £20m by 2017 and confirms its reputation as the independent supplier that’s quietly been slaying giant competitors across the refreshments business.

The British Airways account sees Broderick’s installing over 100 machines at Heathrow Terminal 5, engineering sites and its Waterside offices to provide refreshments to the airline team. Further machines will be rolled out across Gatwick and Newcastle Offices.

Broderick’s has a strong track record in the aviation sector: as well as servicing Birmingham Airport, it’s been on a sharp trajectory with Manchester Airport Group since the business first started providing vending machine and hot beverage solutions to airport departments in the 1980s. It recently secured the contract for the entire airport group, and Broderick’s vending machines now serve millions of passengers at Stansted, East Midlands and Bournemouth airports.

Jane Nicholls, MAG Retail, said: ’‘What impresses most about Broderick’s is that they continually innovate - not just at renewal time - throughout the duration of the contract. The innovation is unrivalled; service standards are of the highest calibre throughout MAG Group.’’

From its centre of Technical Excellence at its Sharston HQ, Broderick’s covers clients countrywide. The latest Michelin account win includes installing vending machines at the tyre company’s sites across Dundee, Ballymena and Stoke.

News of the latest duo of accounts comes hot on the heels of another raft of major contract wins, including United Utilities and Manchester’s First Street business community. Existing customers are growing too, with the company recently adding two further Capita call centres to its contract.

To showcase its stellar client base, Broderick’s has launched an impressive new website, www.brodericks.co.uk, which gives an in depth tour around the business’ products and services.

Broderick’s has built its success by changing the face of vending. Re-investing into the business - to ensure that buying from a vending machine becomes an active consumer choice rather than a distress purchase - in the last three months alone Broderick’s has invested over £0.5m into its machines.

80% of the investment has been ploughed into Broderick’s sector-leading Media Vend machines, which bring the potential for brands to advertise on integrated touch screens at point of purchase, therefore driving sales.

Clients including Cadbury Mondelez and Mars are already confirming their Christmas vending machine advertising campaigns with Broderick’s thanks to proven results. When Walker’s advertised its Bring Me Back campaign via Media Vend, Broderick’s machines accounted for 45% of all bags of crisps sold as part of the campaign in Walker’s Out of Home channel.

Responsible for introducing upper end brands like Tyrells and Lindt to vending, Broderick’s has propelled the channel into the 21st Century. Launching a Better for you range, adding niche health conscious brands including 9Bar to its range, the business has tapped into consumer desire for healthier snacking options.

Managing director John Broderick said: ’‘We’re extremely proud of the success of Broderick’s: my brother Peter and I have taken on the mantle of a family business that was launched by our father as Manchester Vending in 1969. It’s come a long way since its early days, but our ethos of never compromising on customer service remains unchanged!

’‘Our father, who is now chairman at Broderick’s, has always had that entrepreneurial spark that makes him chase the next big idea. I think we’ve inherited that from him and propelled the business to its natural next level. We’ve always introduced firsts to vending – and that continues to be a real driver for us, whether it’s by offering innovative payment methods like Apple Pay or launching the latest product innovations and marketing opportunities.’’

Vending isn’t the only string to Broderick’s bow. The company’s coffee bar at Manchester Airport’s T2 continues to expand with plans to add seating for an extra 45 people. Broderick’s recently won the Manchester Airport’s exit poll for customer satisfaction, and based on the success of its airport cafe, Ask Developments approached Broderick’s to replicate the model at its First Street development. The Atrium cafe now serves the 2800 people located in the building, from businesses like Amaze, Ford, Auto Trader, Gazprom and Jacobs Engineering. Broderick’s has also installed the latest in vending machine technology on several floors to support further refreshment requirements.

Raising the bar, Broderick’s range of coffee and leaf teas is boutique cafe quality, whether the business serves it from a vending machine or one of its coffee shops. A Fairtrade business, the team sources the finest aromatic bean-to cup-coffee from around the world and has introduced real milk to the vending experience!

This was posted in Bdaily's Members' News section by Sam Williams .