Foodservice loyalty scheme pays off

Brakes, the UK’s leading foodservice wholesaler, has announced that more than 10,000 customers have now signed up to the innovative mybrakes rewards, as it celebrates its first anniversary.

As well as benefiting from personalised promotions, myBrakes rewards has seen customers earn more than £2.5m in cashback. For each cashback redemption, Brakes funds tree planting via a certified reforestation programme with more than 23,000 planted in the year.

myBrakes rewards was introduced in response to customer feedback that they wanted more bespoke options, with a wider choice of rewards, and to earn cashback rather than points. As well as redeeming cashback on their Brakes spend, customers can save on merchandise including new electronics, kitchen items, days out, holidays and gift cards, at the myBrakes rewards store. Alternatively, customers can choose to donate their cashback to selected local charities.

Leon French, Brakes marketing director, said: “myBrakes rewards has revolutionised the way that loyalty programmes work in the foodservice sector. We’ve seen customers sign up in record numbers, and we’ve been able to give them personalised rewards that fit their business.

“And we’ve seen some really fantastic stories about how customers are redeeming their cashback, from the pub owner who provided staff with a Christmas voucher to the care home which bought a TV for its residents’ lounge.”