New name and structure for Bidvest 3663

By Jo Bruce

- Last updated on GMT

Related tags Bidvest foodservice Management Value added

Pubs make up a 10% value share of the company's customer base
Pubs make up a 10% value share of the company's customer base
Foodservice provider Bidvest 3663 is changing its name and is entering a "new era of development" for the business.

From 1 July the company will be called Bidvest Foodservice, dropping the 3663 which has been used since the company was acquired by Bidvest in 1999, and spells out food on a phone keypad.

The change is part of a wider programme of evolution for the company, for who pubs make up a 10% value share of its customer base, and aims to reflect the role the company plays  both within the UK foodservice sector and as part of the wider Bidvest Group, who are a global player in the foodservice market.

Andy Kemp, the company’s group sales director, said: “As part of the extended Bidvest family, Bidvest Foodservice is able to access best practice from around the world and use this to better help customers grow.”

Andrew Selley, chief executive of Bidvest Foodservice said: “Changing our name signifies much more than redesigning a logo. Our new identity marks a new era for Bidvest Foodservice in terms of culture, our structure and our operations. To be the best foodservice provider, we must be famous for providing service excellence and making life easier for customers, which in turn will help us build long-term relationships with customers.”

Local focus

The company has 21 depots across the UK and has appointed 16 local depot general managers who will have a key role in supporting the company’s drive for service excellence.

Selley added: “This has enabled us to put decision making closer to the customer, so that our teams can be more responsive to local needs.”

The company has also invested in a new depot and headquarters in Slough and recently acquired foodservice provider Cimandis in the Channel Islands.

Tom Kerridge insight

The company, which has launched 700 new products in the past year, has been focusing on how it can add value for pub customers including research with two Michelin-starred chef and pub owner Tom Kerridge.

Catherine Hinchcliffe, the company’s customer marketing manager, said: “We have been focusing on ingredient offers which can help pubs differentiate their menus and improve their sales and margins.”

The company’s ViVAS business, the wines, beers and spirits offer created through a joint venture with Bibendum, will change its name to ViVAS from Bidvest Foodservice. 

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