‘Investment in new technology’ is behind Broderick’s industry-boosting orders for more than 500 state-of-the-art, free-standing machines. And that’s just in the first half of 2014…
By Ashley Clark
PICTURED: Johnny Broderick in full flow at Vendex Midands last week – and that’s John Snr. in the background with Chris Collins, Broderick’s National Sales Manager
Whilst the industry appears to some observers to have one distracted eye on the emerging ‘single cup’ market, Broderick’s has continued to focus its attention entirely upon adapting vending technology to serve -with a certain elan as well as with incomparable convenience and efficiency – the largest possible number of discerning consumers, rather than ‘the coffee pod punter’.
Broderick’s consumption of free standing vending machines in the year to date has been voracious – indeed, one manufacturer was compelled to revise its lead time for a particular machine up to ten weeks, as Broderick’s demands played havoc with sales forecasts. To date in 2014, the company has ordered more than 500 brand new machines, shared ‘between the four main manufacturers’.
The same touch screen technology with which Broderick’s has ignited vending sales at Manchester Airport and other high-footfall destinations is now making its way into the B&I arena. From the Carol Nash Group in Altrincham, to Autotrader’s new prestigious regional offices in central Manchester, touch screen technologies are pushing the boundaries of payment systems and innovation, to the benefit of customers, consumers and operator alike.
‘The installation of the new VE Broderick touch range adds the ultimate vending experience to the city of Manchester’s portfolio of world-class digital design and development and that its customers are buying into the digital vending experience, future-proofing their vending and taking advantage of the benefits incumbent in increased interactivity between vendor and consumer’, said Peter Broderick, Sales Director at Broderick’s.
As an example of this, Peter cites Autotrader: ‘the vending machines their display daily menus and promotions that are available in the building’s brace of Broderick’s boutique coffee shops’, he said.
Additionally, Nichols Plc, the manufacturers behind much-loved drinks brand Vimto, recently chose to launch their new animated ‘Vimtoad’ character via those Broderick’s HD media screen machines that are situated in Business & Industry and the Education sector. (It’s well worth a look; you can see the Vimtoad video here).
As more ad agencies and brands recognise the potential of its digital project, the platform will expand its scope significantly’, Peter concluded.
And, ‘coming soon’, Broderick’s plan another industry ‘first’ – the release of an ‘App’ that will work across both its vending and coffee bar channels…
Watch this space.
