The Bestway Group is to relaunch Essentially Catering in February, reveals Elit Rowland
Bestway Group is to relaunch Essentially Catering, its flagship range for caterers with a new label design and higher quality products next month.
In a Better Wholesaling exclusive, catering controller Paul Rabone revealed: “We’ve listened to caterers and have redeveloped the core range inside and out. This is not just a label change – it’s a major own-brand investment by Bestway and Batleys.”
The new range, available from February at Bestway and Batleys depots, will include over 50 everyday catering products. To coincide with the launch, there will be special price-promotions in addition to the Price Hold Guarantee that fixes prices for three months.
To help caterers plan quantities and profit, each product will clearly state a guide to the approximate number of servings and portions on the front of the label. For example, Essentially Catering Coffee Granules (750g) deliver 428 cups of coffee.
“Catering success is all about planning the plate cost using the best quality ingredients to suit your business,” explains Rabone.
He says foodservice will be one of the pillars supporting growth in the business, which is why Bestway has invested so much in the sector over the past year: first with the launch of Bestway Batleys Foodservice (BBF), followed by the new BBF website, additional field sales personnel and now the relaunch of the Essentially Catering range.
How BFF is expanding
- BBF IS ANNOUNCED: Bestway launched Bestway Batleys Foodservice (BBF) in September 2013 – previously only available in Scotland, BBF was introduced in 17 depots across the UK.
- WEBSITE LAUNCHED: The BBF website went live shortly afterwards, offering click & collect, access to promotions and support with menu planning.
- PEOPLE POWER: 12 additional field sales personnel were employed, increasing BBF’s ‘feet on the street’ by 63%.
- A FACE LIFT: The Essentially Catering range is being re-launched with a new design and improved product specification.
- THE FUTURE: There’s a pipeline of activity planned for 2014.
“Catering and foodservice, while still a significant business, offers fantastic headroom for growth,” he adds.
The launch will be backed by Bestway’s popular three-month price freeze, designed to give caterers the low prices they are looking for.
“Promotions are extremely important for caterers,” says Rabone. “They want promotions that help them plan better and maximise the POR [profit on return] on the plate cost.
“Our Price Hold Guarantee gives caterers assurance that prices are not going to change so their margins are maintained.”
And with significant investment behind the relaunch, Rabone has set some steep sales targets.
“I would be disappointed if, over the next year, sales haven’t increased by at least 40-50% on the Essentially Catering label.”
One concern for any wholesaler looking at launching its own label is that sales and relationships with branded suppliers might be affected. However, Rabone is confident that by increasing its share of the catering and foodservice sector, Bestway will drive sales of branded products even further.
“This is not about stealing share from branded manufacturers – it’s about offering professional quality products at prices that will increase their profitability.”
