Coges Partnership with Broderick’s.
For decades, coins defined the vending business. They also defined its problems: jammed machines, loose change filling vans and lost sales when customers didn’t have the right money.
For Broderick’s, one of the UK’s largest vending operators, this wasn’t sustainable. With a fleet of over 2,000 machines across airports, universities, gyms and offices, cash had become the part of the business that slowed everything down.
“We used to count £15 million in coins a year,”
“We used to count £15 million in coins a year,” recalls John Broderick, Managing Director. “It was time-consuming, costly and a risk. We knew we had to change.”
That change came with Coges. Together, Broderick’s built a connected estate that is now virtually 100% cashless. The results speak for themselves: an 87% drop in all payment-related issues, daily revenue transfers straight into bank accounts and machines that are no longer a target for theft.
From coins to connectivity
With Coges telemetry, every machine became part of a live, connected network. Stock levels, performance and sales trends were visible in real time. Service teams no longer waited for client calls because the system flagged problems before customers even noticed.
The shift was immediate: fewer unnecessary visits, better stock accuracy. What’s more, revenue increased by up to 100% per machine, depending on location. Even refunds, once a pain point for customers, could be resolved instantly through the system.
“No one loses money in a Broderick’s machine anymore,” says John. “Refunds happen 24/7. That’s something many competitors can’t match.”
From operations to customer engagement
Once operations were under control, Broderick’s used the same Coges infrastructure to transform the way in which customers interact with their machines. The Pay4Vend app became the bridge.
Launched first in a small pilot, Pay4Vend now connects across the entire Broderick’s estate. Customers use it not just to pay, but to collect rewards, receive personalized offers and take part in brand campaigns.
Broderick’s machines became more than points of sale
A hot drink on a cold day, a bottle of water during a heatwave, a festive “Text Santa” promotion at Christmas — with Pay4Vend, Broderick’s machines became more than points of sale. They became platforms for loyalty and engagement.
Brands quickly joined in, running product sampling, loyalty rewards, surveys and promotions directly through the app. Customers loved it. And during critical moments — from supporting NHS staff during the pandemic to offering discounts during the cost-of-living crisis — the app proved to be a direct channel for meaningful connection.
“It gives us a way to engage — not just sell,” John explains. “People don’t expect a vending machine to reward them. Ours do.”
A new standard for vending
What started as a move away from coins has turned into something bigger. Broderick’s, together with Coges, has shown how cashless payments and telemetry can not only improve operations, but also create entirely new opportunities for loyalty and brand engagement.
“We want people to feel like they’re part of something, that they’re not just buying from a box,” says John.
By combining operational efficiency with customer experience, Broderick’s has set a new standard for what vending can deliver.
*You can read more and watch John Broderick’s interview on Coges website, HERE
Discover more Coges news HERE on Planet Vending
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