Brakes is bringing back its Help for Hospitality fund in a bid to help foodservice operators fight ongoing inflationary pressures.
It kicked off the campaign last year to help operators recover from Covid lockdowns, generating around £2m in cashback that was invested in rewards, charities and independent businesses.
The wholesaler has now relaunched the initiative to ease increasing costs for its customers, such as rising energy prices and staff wages.
It said it was open to businesses in all sectors, including independent schools, pubs, restaurants, hotels or care homes.
The campaign will also see Brakes offer 10% cash back on key categories again, such as chilled meat, poultry, fresh produce, wine and champagne. The offers will be backed up by regular, monthly promotions on more than 500 products.
Outlets can choose to redeem their cashback as Brakes credit on future orders, or can choose to lend their support to one of a list of charities. These include Unicef, helping support children in Ukraine, the Alzheimer’s Society, Hospitality Action, Springboard or Hospitality Health, as well as Meals & More, which is Brakes’ charity that aims to eliminate holiday hunger.
“For many businesses it’s been an incredibly difficult three years with only very brief periods of respite,” said Sysco GB chief commercial officer Paul Nieduszynski.
“With the pressure on operators in all sectors, we felt we needed to step up and create a programme that makes a real difference to customers facing a challenging time,” he added. “We’ve invested millions in what is our biggest-ever campaign, so we can offer help right where it’s needed. We’re committed to putting money back in the pockets of publicans, restaurateurs, care home owners or any business that serves food.”
Leading manufacturers including Twinings, Müller, Kellogg’s, Alpro, Nestlé, Innocent, Walkers, Meatless Farm and Quorn have also signed up to show their support for the sector with a range of offers and promotions.