PICTURED: Johnny Broderick is pensive at the VIAs
BY PV Editor, Ian Reynolds-Young
It’s the end of another season and time to reflect upon an unfortunate own goal.
Ah well, that’s AVEX done and dusted for a couple of years. In common with many vending folks, we (i.e. your PV editorial team), will shortly be off holiday; in our case our annual pilgrimage to our Paxos office.
Winding down, there’s time to reflect on a wonderful Avex 2013, a great show and the biggest vending industry get together in a decade. Fantastic.
We should be feeling all warm and cosy; instead we can’t help but think what everyone else in the business seems to be thinking, namely that Broderick’s should, today, be enjoying its new stature as the UK’s Best National Operator, and it isn’t.
It’s an own-goal.
We hate to say it but we think the panel has missed a trick and in so doing has dealt a blow to both the AVA and to Broderick’s.
It was an opportunity that passed us by
We at PV were privy to Broderick’s application in the category ‘Best National Operator’ and it’s not just the commissioned videos that impress: it’s the ethos of Broderick’s, the passion that drives the business continuously to improve, the never-stay-still attitude that demonstrates the company’s desire for growth, without ever compromising the quality of its offer.
Here was an opportunity to endorse an organisation that’s doing its upmost to improve the perception of vending by bringing retail philosophies to automated refreshment sites all over the country. It was an opportunity that passed us by.
In recession, Broderick’s has invested in innovation, has diversified to bring technologies available elsewhere only in showrooms, to the masses, who have been quick to enjoy the incumbent benefits.
Whilst others have dealt with the dip / double-dip by downsizing, Broderick’s has continually reinvented the vending experience, not only at airports, but also in business and industry; not only in their regional heartland, but across the country.
And having spoken to VIA ceremony attendees of various flavours in the wake of the award announcement, we must say many of them echoed our feelings…
It’s PV belief that it was a shame that neither a ‘national’ company, nor a buying group, felt able to put forward a nomination for their business in this category. If they had, we reckon there’d be no doubt that Broderick’s would – rightly – be wearing the crown of Best National Operator. They didn’t, so they aren’t.
For readers who have never visited Broderick’s HQ, let us tell you: you would be forgiven for thinking you’ve wandered by mistake into the Technical Digital Head Quarters of a media agency, controlling advertising messages to an audience of millions of people via their 100 plus media screens.
We at PV have been fortunate enough to glimpse Broderick’s vision for the future of vending and whilst we can assure you that the best is yet to come, we think it would have been appropriate, for the good of the industry, to have recognized the company’s achievements at the first available opportunity.
But, that’s life.
We’ll send you a postcard. Meanwhile, please air your opinion by leaving a comment below.
