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Sunday, April 21, 2024


Manchester-based Broderick’s Group has recorded half year turnover figures that already exceed its average full year pre-pandemic performance, and early predictions indicate that 2022 will be a record year for the vending and refreshments business.
Attributing its stellar sales to extreme demand at Manchester Airport, Broderick’s has experienced a 25% uplift in the like-for-like periods March – June 2019 and 2022. This soaring performance came even before peak school summer holidays, which see 3.5 million people travel from the airport over the six week summer period*.
Before the pandemic struck, family-owned Broderick’s invested over £1 million into its airport vending infrastructure, to service customers with the very latest innovations, including converting its vending machines to accept hassle-free contactless payment. Three years later, the investment is paying serious dividends as Broderick’s braces itself for its busiest summer ever.
Primed to service and support a summer of record airport sales, Broderick’s has boosted its estate of airport vending machines by over 10%, with a total of 111 drink and snack machines installed across all terminals.
Further investment into telemetry means that machine stock levels can be managed remotely. This is a boon not just for business but for passengers who can be confident their preferred choice of refreshment will be in stock, as they contend with soaring temperatures as well as potentially long queues. In July, during the hottest two days of the year so far, Broderick’s busiest airport machine sold double the drinks it did during the corresponding pre-pandemic period, all without disruption to supply.
Thanks to the advanced telemetry systems, Broderick’s can stock its vending machines according to sales patterns and trends, terminal by terminal, removing the guesswork from what will need replenishing. For example, there’s an emerging trend for CBD and vitamin infused drinks at long haul gates, with mango juice proving popular at Far East gates. By turning the machines cashless, it’s easy for passengers to buy for their whole family in one simple transaction.
Managing Director John Broderick commented: ‘’Investing in cashless technology works for our business because it works for our customers. It’s so easy to buy from the vending machine and, because people aren’t trying to feed foreign currency into the machines, less faults are reported, meaning no interruption to service and less downtime from a business perspective. In fact, we’ve had a 28% reduction in service calls.
‘’At Broderick’s we’re all about exceptional service, from helping our airport clients to keep refreshments in stock so travellers can stay hydrated during their busiest periods, to making passengers smile with thoughtful savings and promotions through our Pay 4 Vend app.’’
Broderick’s Pay 4 Vend app is gaining exponential traction and is networked into the airport vending machines, where customers can earn rewards for repeat purchases and access unique discounts with local partner brands. One lucky customer recently won a holiday to Barbados through the app! With 100,000 active downloads recorded by the app store, the success of the app is a key indicator of how Broderick’s business is taking flight.
Talking about the busy summer, John Broderick said: ‘’although it’s usual to see a peak of activity over the summer months, we’ve never before experienced such concentrated demand. And I don’t think September will spell the end of the busy period, as that’s when the DINKYs – couples not tied to school holidays – will jet off.
‘’In addition to Manchester Airport, we also service Stansted, Liverpool and Birmingham airports, and it’s the same story at each! With the pandemic causing a body blow to businesses, it’s fantastic to be in a thick of a real boom period, and it’s great to see that all our team’s hard work and the investment we’ve made into the business is now reaping rewards.’’


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