Brakes has slashed the prices on 3,500 products as part of a new drive to support hospitality customers as they reopen after lockdown.
The ‘Help for Hospitality’ campaign will also see Brakes offer 10% cash back on key categories such as chilled meat, poultry, fresh produce, wine, champagne, catering supplies and equipment lines.
Venues will have the option of using the cash back to save on future purchases, or for vouchers that can be used in the business or to reward staff.
Alternatively, businesses can opt to support one of a number of charities including Hospitality Action, Springboard, Hospitality Health and Brakes’ Meals & More service, which aims to eliminate child food hunger.
The wholesaler said many of the price cuts would remain in place for up to six months to help provide stability for its customers.
“Hospitality is a crucial component of the UK economy and a beloved part of life in Britain that has been dearly missed while closed during lockdown,” said Brakes commercial director Paul Nieduszynski.
“With the market on the cusp of reopening, the coming weeks will be a critical moment, as outlets up and down the country prepare to welcome customers back, after one of the most difficult periods in our history.
“The team at Brakes felt strongly that we had to play our part, by providing help for the UK hospitality industry. That’s why we’ve invested millions in this campaign, so we can offer help right where it’s needed. Our aim is to put pounds back in the pockets of publicans, restaurateurs or any business that serves food.”
Brakes said it was also supporting customers with advice on menus designed for outdoor dining, footfall drivers and reopening checklists. It had also scrapped minimum order thresholds, it said.