Foodservice wholesalers across the country are predicting positive Christmas sales as social occasions such as office parties make a comeback.
London-based Confex member Woods Foodservice is forecasting a 30% increase in its December sales.
“This year we expect an even greater surge in demand as our client base of high-end restaurants, gastropubs, hotels and event caterers ramp up their operations to accommodate Christmas events”, said Woods MD Lana Bhikha.
Festive celebrations are also predicted to drive a sales increase at Unitas member Country Fare. The Bournemouth-based wholesaler believes their customers are feeling “cautiously optimistic”.
“This year we have seen a modest return of the Christmas party. In 2022 and 2023 many customers were reluctant to invest in or offer these, but this year some of our customers have reported 100% booking capacity for their Christmas party offer,” said MD Gavin Millward.
Carmarthen-based wholesaler Castell Howell Foods is anticipating strong sales over £18.7m this Christmas, partly coming from its cash & carry operation being open to the public.
“With many consumers embracing holiday celebrations again post-pandemic, we are preparing for robust demand from restaurants, catering companies, and independent retailers”, said Castell Howell sales director Haydn Pugh. “We also anticipate large footfall in our cash and carry where we expect more retail purchases.”
Earlier this year Brakes launched 130 new products for the Christmas season, and is doing all it can “to get Christmas right” and ride promising trends, according to Sysco GB CEO Paul Nieduszynski.
“Our priority this winter is listening to what customers want. They expect more from their wholesaler, and ensuring we understand what customers actually want will be critical to success over the next year.”
Meanwhile Bidfood said its priority is to keep service levels to high standards, as customers across the wholesaler’s UK network prepare for a busy trading period.
“For us it’s about ensuring our customers can rely on us, and it’s crucial we make their lives a little less stressful,” said Bidfood senior campaign and brand manager Laura Mason.
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