As part of its focus on supporting customers, Brakes, the UK’s leading foodservice wholesaler, has confirmed that it has delivered £8.2m in value back to foodservice operators over the past 12 months, as it continues to focus on helping customers protect margins in a challenging trading environment.
Recognising that customers need support that is focused on them, Brakes has passed on £2m in savings across 40 of its highest volume lines including chips, butter, cheese, bacon and blue roll — categories that have seen sustained inflationary pressure across the sector.
Alongside this, Brakes’ mybrakes rewards programme has returned well over £6m in cashback to members. And, because this is a personalised programme, the rewards are tailored to the requirements of individual businesses.
In addition, Brakes has helped customers identify cost effective changes through its Swap & Save website mechanic.
The company has focused on delivering a value strategy that is built around long-term operational support, rather than headline-grabbing short-term promotions, with customers benefiting from greater value, alongside free delivery, strong availability, quality assurance, allergen and nutrition updates, and menu development expertise.
Michael Andersen, Chief Commercial Officer at Brakes, said: “Operators are under real pressure, and value has become a critical differentiator. Returning more than £8m in a single year shows the scale of our commitment to supporting customers’ profitability. Our approach is simple: sustained value, consistent support and a focus on helping operators run commercially resilient kitchens. This is not a tactical campaign, it’s embedded in how we operate.”
Brakes has reinforced its commitment to invest in pricing, rewards and operational support throughout 2026 as part of its long-term value strategy.
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