Christmas is critical urges industry boss

Paul Nieduszynski, Sysco GB chief executive has launched Brakes’ Christmas campaign with a clear call to the hospitality industry to focus on its Christmas offer in order to succeed

“In the current market conditions, with the cost of living crisis still impacting demand in foodservice, getting Christmas right will be critical to the success of outlets,” he said.

To support caterers at this crucial time, the foodservice wholesaler has launched its new Christmas campaign featuring more than 1,000 products and sector-specific business advice.

Innovation is a major focus for Brakes, with the launch of more than 130 new products. These range from twists on festive favourites with pulled turkey and turkey hotdogs to seasonal desserts such as cinnamon swirl cheesecake.

Nieduszynski continued: “To help customers create winning menus, we’ve introduced a huge number of new products that offer fantastic standout, alongside the traditional favourites that deliver the quality and value customers expect from Brakes.

“In additional, we’ve created a number of resources on the website (brake.co.uk/inspirational-food/special-occasions/Christmas), which are bespoke to different sectors to help caterers find the perfect solution for their business.”

Caterers can download a Christmas brochure with sector-specific information so that customers can identify relevant business advice, plus there is downloadable point of sale materials to help caterers make their menus more visible.

As demand is volatile during the festive period, Brakes has also highlighted a range of ‘Freezer to Plate’ dishes that can be served from five to 15 minutes to minimise waste. There are also options to maximise returns, with a number of three course meals all offering at least 70% margin, including vegan and gluten free options.

Brakes Christmas NPD Sysco GB