Broderick’s Contests ‘Best National Operator’ category in the VIA’s
As well as being in the frame for the award of ‘Best Regional Operator’, Broderick’s has made a provocative bid for a VIA, (Vending Industry Award), in the category ‘Best National Operator’.
It’s a move that will raise eyebrows – if not hackles – throughout the industry; but MD Johnny Broderick is in no doubt that his Manchester based business has earned the right to be acknowledged as the UK’s best ‘national’.
‘We are a serious, credible alternative to the existing nationals, capable of meeting and exceeding the clients needs anywhere in the United Kingdom’, Johnny told PV. ‘With our emerging brand, ‘Broderick’s’, we’ve positioned ourselves as a ‘high-end’ offer. We already operate a number of prestigious national contracts and we’ve quickly earned a reputation for delivering what we say we’ll deliver. Our growth has come from outside our original trading ‘posts’ and we’re changing the perception of vending; shedding the tag that our industry is ‘retail’s poor relation’ by introducing and embracing new technologies, by working with media companies and marketing people and by dramatically improving the vending experience.’
At the heart of Broderick’s bid are the company’s claims to have:
- Done more than any other national operator to enhance the reputation of automatic retailing in the UK
- Done more than any other national operator to enhance the purchasing experience by harnessing the technical capabilities of modern vending machines
- Done more than any other national operator to make it easier for customers to use vending machines, by introducing Note Acceptors and accepting multiple currencies
- Created a brand-new income stream for vending operators (and a new medium for FMCG Brand Managers) by pioneering the use of 19” HD Screens as a unique ‘At Point Of Sale’ advertising platform.
The claims are backed up in Broderick’s bid document by a series of case histories, focused on the company’s work with a major international airport, one of Europe’s largest universities; a FTSE 250 company with revenues in excess of £2b and a ‘household-name’, multi-site insurance company.
‘We really do think Broderick’s is the UK’s pre-eminent national vending service and our success at repeatedly winning and holding national accounts is testament to our claim’.
What do you think? Are we witnessing the changing of the guard, here?
Reader’s comments and observations are very welcome. Please e-mail editor@planet-vending.com
