by John Harrington
A new loyalty scheme, which allows pubs to earn free kitchen equipment and luxury items, has been launched.
Pubs that sign up to the free-to-join Foodservice Rewards loyalty scheme from communications firm BI, can earn points when they buy brands from Nestle FoodServices and Young's Bluecrest Seafood.
Brands from these two producers will carry a yellow label with a code. Pub food buyers who are registered with the service, via the website www.foodservicerewards.com, simply enter the code into the site to gain points.
Points can be exchanged for kitchen items and luxury goods - ranging from a toaster to a holiday.
Pubs can earn between around 10 and several hundred points for each product they buy. Free items require between around 100 and 20,000 points. About 60% of free items require under 5,000 points.
Nestle and Young's Bluecrest are the the first manufacturers signed up to the scheme, which is expected to grow to at least 10 sponsors in its first year.
Among the rewards available are brand-name merchandise from companies such as Sony, Tag, Dyson, Technics, Epson, Canon, travel packages including Relais & Chateaux and Marriot breaks, experiences such as skydiving, snowboarding, ballooning and swimming with sharks on the Great Barrier Reef. Workplace rewards are also on offer such as kitchen appliances and hygiene equipment.
Special offers will be updated on the site weekly as well as bestsellers and hot new products.
Food manufacturers will run promotions all the time to incentivise non-buyers of their products to try them for the first time and encourage current buyers to buy other products in the range or new brands.