Batleys launched the pilot of its Catering Club at its Cleveland depot with an event backed by a number of major suppliers.
Budweiser, Nestlé, RHM and Tetley’s were among companies supporting the launch event, which featured a wide variety of demonstrations and tastings from local restaurants. There was also the chance for customers to win an at-home gourmet evening with Batleys corporate chef Noel Goulding.
The Catering Club will offer members links with fresh food departments, privileged rates for specialist food hygiene courses and exclusive discounts on equipment.
In what the company described as a “fresh approach to fresh foods” the depot has been re-organised to better suit the needs of catering customers.
New POS will link all catering-related sections together and make products easier to find across a range of departments.
“Catering customers are a major part of Batleys’ business and this initiative seeks to recognise their importance,” explained marketing controller David Sabin.
“But it’s a lot more than just making things easier to locate,” he continued. “We want to offer a complete service to the caterer â beginning with subsidised food hygiene courses with the Royal Society of Public Health. If this is well-received, other similar incentives will follow.”