Bidfood is launching ‘Bidfood at Home’, formalising its direct-to-consumer business with a standalone website as the country’s latest lockdown looms.
The foodservice giant’s latest brand will pilot from 9 November for a week, operating out of a single depot, before expanding to two sites for a further seven days and finally rolling out nationwide thereafter.
The registered trademark Bidfood at Home formalises the wholesaler’s diversification to sell directly to consumers during the first national lockdown in the spring.
So far 10,000 deliveries have been made to consumers this year, the new website signals the value this new customer base presents to Bidfood.
Bidfood CEO Andrew Selley told The Grocer some 3,000 SKUs would be available for home delivery or click & collect on the new online platform.
Currently consumers register via Bidfood’s website and wait 24 hours to receive a login, which allows them to shop and arrange delivery or collection within 24 hours.
The Grocer understands the new move will simplify the process by giving consumers a dedicated website.
It is unclear if the minimum order value of £100 for delivery will reduce under the new system.
“The site will be retail-specific but still offer some catering-sized products, as well as restaurant-quality goods, we found people still want that quality,” said Selley.
Reacting to the latest lockdown announcement Selley said: “We are disappointed again, but it is something we have been through before, and we welcome the furlough scheme being put back to the same level that it was at in August.”
A spokesman for Bidfood said: “We have built valued partnerships with home consumers, and a significant number of accounts were opened, which highlighted a longer-term opportunity to us. That platform, however, was originally built for caterers, and so we decided to build a new platform which is tailored especially for the consumer journey. Whether they are budding bakers, family chefs, or just enjoy the benefits of bulk buying and great deals, the new website offers access to a wide range of products across food, drinks and disposables, including many of our own brand ranges, previously only available to caterers, as well as many favourite household brands. We’ll be offering other benefits too, like promotions, new products, seasonal recipes and inspiration. Signing up for an account will only take a minute and you can then start shopping straight away.”
The move follows the loss of more than 500 jobs and the closure of two depots and two call centres as the company tries to adjust to the financial impact of the crisis.