Issuu

Summer 2021

e… u s s i s i h t In

Patel family values Get set for Summer Award win for Budgens Arbury Road

Volume 8 NEWS • AWARD WINS • RETAILER PROFILES • SEASONAL PROMOTIONS • STORE SAFETY • NEW PRODUCTS • SOCIAL MEDIA Your Budgens.indd 1

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Your Budgens: Contents

e… u s s i s i h t In MIKE BAKER’S WELCOME

- p r e s e n ts -

The Tennis 7

Make the most of the season

RETAILER PROFILE

Revitalising Burnham Village

WELCOME TO BUDGENS

Welcome to new retailers

AWARDS

Great Budgens award wins

RETAILER PROFILE

success

Holt’s temporary store delights customers

SEASONAL PROMOTIONS Huge opportunities this Spring and Summer

Seasonal Promotions Barbecues and Beer KEEPING YOUR STORE SAFE

CUTTING FOOD WASTE

Check out the Too Good To Go App

SOCIAL MEDIA

Top Tips for perfect posting

NEW PRODUCTS

Expand your ranges

9 19

Award Winner Why Fraser’s Budgens of Three Mile Cross is celebrating BUDGENS Budgens Londis House, Widewater Place, Moorhall Road, Harefield, Middlesex, UB9 6NS Email enquiries@bookerretail.co.uk IT and customer services helpdesk Tel 0800 298 0758 All rights reserved. ©Booker Retail Partners.

Volume 8: Summer 2021 Your Budgens.indd 5

Cover Story

How one family took over a struggling store and gave it a new lease of life with Budgens. Jay, Kavita and Chandresh Patel made customer service a key focus and put in hours of work behind the scenes to make sure they keep giving back to the community in Burnham Village.

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Your Budgens.indd 6

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r e m m u S

Welcome: Mike Baker

BRINGS NEW OPPORTUNITIES TO DRIVE SALES Welcome to the summer edition of Your Budgens. The onset of lighter evenings and warmer weather brings with it new occasions and opportunities to drive sales and we are all working very hard to make sure Budgens stores have a compelling offer for shoppers.

- p r e s e n ts -

Beer& Cider Festival

With restrictions on movement being relaxed and socialising now being allowed, under certain limitations, we can see great opportunities for barbecue products and for lines in our ever-popular beer and cider festival (running 6th May – 2nd June). The summer gives us a great platform for the BBQ ranges, BWS, soft drinks, salad products and ice cream to name but a few, but the entire Spring and Summer period is full of potential for top-up and trolley shops as families look to have staycations as well as their normal day-to-day shopping. Volume 8: Summer 2021 Your Budgens.indd 7

And let’s not forget the Euros football and other great sporting events coming up, bringing people together and creating new occasions for food and drink that Budgens stores are perfectly positioned to take advantage of. Our shoppers continue to demand the very best standards of cleanliness and in-store hygiene when visiting our stores. I am sure that everyone will make good use of the materials that have been sent out to all Budgens stores to keep stores clean and shoppers satisfied. Budgens stores across the country continue to pick up major industry awards, so it is big congratulations to Budgens of Arbury for the win at the Retail Industry Awards and to Budgens Three Mile Cross, Budgens Harleston and Budgens Overmonnow for picking up awards at Forecourt Trader of the Year Awards. Further congratulations go to the team at Budgens Hassocks for completing a successful refit, and a big

CARRIER BAG CHARGES Legislation is changing regarding compulsory charges for carrier bags. welcome to the Budgens family to new stores in Donnington, Gillingham, Enfield and Snape. Finally, you will have heard by now that I have taken the decision to move on to the next stage of my journey and will be retiring from Booker. The last six and half years running Budgens have been the most rewarding time in my 35 year career and I’d like to thank you all for playing your part in this amazing brand. It’s been a real pleasure to serve you and I wish you all continued success in 2021 and beyond. Stewart Fenn will now take responsibility for Budgens and will be spending a lot of his time out meeting you over the next few months. I have known Stewart for many years and know he will do a superb job leading Budgens into its 150th year. Thanks again and take care.

In England, the minimum charge for plastic carrier bags in England is rising to from 5p to 10p, with effect from 21st May. In a further change, the charge will be applicable to all businesses in England regardless of size or number of employees. In Scotland, the charge has increased from 5p to 10p per bag for all retailers with effect from 1st April, 2021. It is expected that retailers donate the proceeds (after any reasonable costs) to charity, and this is a great opportunity for retailers to support local charities, possibly chosen by their customers. Carrier bags used for home delivery or click and collect services remain exempt from the charges.

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Retailer profile: Budgens Burnham Village

Focusing on

familyvalues

A commitment to customer service and looking after the community has helped the Patel family give a store in Slough a new lease of life with Budgens

FACTFILE

Jay Patel has had a career in retailing spanning more than

25 years, but Budgens in Burnham Village near Slough is his biggest venture yet. Jay opened his first shop, a convenience store, in 1995, followed by a second in 1998 and a third in 2005. In common with many retailing families, the next generation are keen to get involved as well, and Jay’s son Chandresh and daughters Kavita and Bhakti are heavily involved in the running of the supermarket, while other family members help out as well. It was Chandresh who first noticed the shop in Burnham, Slough, and thought it had untapped potential.

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Store Size: 4,500sq ft Key Categories: Fresh produce, meat, chilled food, BWS, Free From Services: Post Office, Payzone, Lottery Opening Hours: 7am–9pm normally, 8am – 7pm temporarily. 10am–4pm Sundays. Staff: 13 including family members

The store was run under the banner of another symbol group, but it was not doing so well according to Jay. With the experience of running local stores behind them, the Patel family knew they could do better and give the people of Burnham a community-focused store to be proud of. Having completed the purchase, the store was closed for two months to refit and bring it up to the right level, and eventually opened as Budgens Burnham Village last September.

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Retailer profile: Budgens Burnham Village

The store straddles two catchment areas. On one side is a council estate where money is tight for many of the residents, while on the other side there are some more affluent households. “We have to stock both value and premium products, and we need both of these equally, explains Kavita. “The value message helps to get people in, and then they can see the quality side once they are here.” On the shelves you will find Jacks and some Happy Shopper lines, while for the more affluent shoppers the Cook range of frozen ready meals is a strong seller. Premium wines also perform well, and the family has instigated a round of meetings with small suppliers to introduce more local products.

“We have to stock both value and premium products, and we need both of these equally. The value message helps to get people in, and then they can see the quality side once they are here.” Kavita Patel, Budgens Burnham

buying their lunch here. We’ve never really served customers like this before.”

This fine balance in the range does pose some challenges, and the family are constantly experimenting and trying new products to try to deliver the perfect mix. “It is quite a new shop still, so we are still on a journey,” says Chandresh.

The “meal for tonight” mission is something they have quickly learned to provide for their shoppers, with the help of Budgens.

With the family’s previous three stores all small convenience stores in London, Kavita admits they are still on something of a learning curve with some product categories as well as some new types of customer.

With the assistance of RDM Mark Russell, the store ran four week-long promotions highlighting the meal for tonight offer, with each week taking a different theme. A whole range of meal options was covered off this way, such as Cook and Discover the Choice ready meals, pizza and pasta solutions, or all the ingredients to cook a great meal from scratch. This mission has of course become more important than ever during lockdown.

“There is a big elderly population around here, and we also have people doing their weekly shop, and schoolchildren

Another growing area is fresh fruit and veg, where the family is looking to expand and diversify its range. Jay gets up

10 Your Budgens.indd 10

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early and goes to the market to purchase exotic fruit such as papayas and guavas, and the local shoppers can’t get enough of it, particularly as it saves them a drive into Slough town centre to buy them. The store’s free-from department is also a key focus, with six bays dedicated to vegan lines and products free from gluten or lactose. “People come from miles around to shop here,” says Kavita. A supermarket chain has a small outlet two doors down, but the Budgens is twice the size. “This gives us the opportunity to have a bigger range,” adds Chandresh. “We also think that food to go sales will increase, so we can make the most of our high street location.” The work the team does outside the store is just as impactful as the work inside the store, and the family work very hard to connect with local schools and the local community as a whole. When the much-criticised school meal voucher programme was running during lockdown, one of the local schools approached the store to see if it could accept the vouchers and assemble meal packages. “We made up 52 bags and we did a much better job of it than some of the ones we saw on the news. We actually went out of our way to give them the best value possible in their bag, and we were really happy to do this,” says Kavita. The store works with local charity Care & Share, which gives shopping vouchers to those in need. But here again the Patel family have gone the extra mile to help, by not just accepting the £5 vouchers they provide but also integrating them into the till system. In this way, the beneficiaries can do their own shopping and pay with the vouchers. The store team also work with local food banks, purchasing products via wholesale pricing to make their budget stretch further, and the store has also linked up with the Too Good Volume 8: Summer 2021 Your Budgens.indd 11

Retailer CV:

• Jay opened his first shop, a convenience store, in 1995, followed by a second in 1998. • He sold them and bought a third store in 2005. • Budgens Burnham opened in September 2020. • Jay’s son Chandresh and daughters Kavita and Bhakti are heavily involved in the running of the store. Other family members help out as well.

11 19/05/2021 13:13:42

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Retailer profile: Budgens Burnham Village

to Go app to cut down on food waste, as well as working with another local environmental group Waste Warriors. The Budgens store has also agreed to help the organisers of the Burnham fete this summer, assuming regulations allow the event to be staged. Jay says: “We want to regain the respect of the community. We feel the previous owner lost that respect.” Customer service is a key priority. Shoppers are greeted as they enter, and members of staff will always spend some time to shoot the breeze with regulars, especially the elderly. Shopping bags are routinely carried to the car by members of the store team. When it comes to customer satisfaction, the little touches often make a big difference, although there is sometimes a lot of hard work behind the scenes that goes into them. Last year Kavita hand-wrote 200 Christmas cards for local customers, but all that effort has paid off.

if ours is the store that keeps the children happy, then we know they will want to come here to shop.” These values are very important, and the whole enterprise at Burnham is very much a family affair, with Jay’s brother and nephew also helping out in the business, along with Chandresh’s sister Bhakti who does a lot of the paperwork such as staff rotas despite studying full-time for a degree.

“So many customers have come up to me and said that they won’t shop anywhere else but here, just because of that!” Kavita says.

Jay says: “Shoppers notice that this is a family-run business, it makes a big difference to them. The youngsters are running this shop now, they have taken all the responsibility, I just look after the Post Office!”

Chandresh is in awe of his father’s rapport with the store’s youngest customers, which even stretches to an impressive range of animal impersonations. “Parents love this, and

But Jay also has his eyes on adding another outlet. “With the good support we get from Budgens, running a store is so much easier these days!” he adds.

Volume 8: Summer 2021 Your Budgens.indd 13

13 19/05/2021 13:13:45

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Welcome: New Retailers

e m o c l e W udgens to B

Store openings and refurbs

A warm welcome to those retailers who have joined in the past few months and special congratulations to those who have managed to open during the lockdown period. The Budgens estate continues to grow rapidly – we now have over 300 stores. 2

BUDGENS HASSOCKS

“I am very pleased with the outcome of the major refit we recently completed in Hassocks. The whole team have played a major part in bringing our vision to life. We are all very proud of the achievement and the customer reaction has been superb.”

1 DONNINGTON

Donnington, Lincolnshire

2 BUDGENS HASSOCKS

Hassocks, West Sussex

3 GILLINGHAM Gillingham, Dorset 4 HERTFORD ROAD Enfield, Middlesex

David Knight, Owner, Budgens of Hassocks

BUDGENS GILLINGHAM

“Gillingham Service Station is Falcon Retail’s fourth new-to-industry petrol forecourt in partnership with Budgens. The store has been well received by our customers and the support from the Budgens development team was excellent, as ever. We offer a varying range of products such as Cook, Costa Coffee and F’Real Milkshakes, as well as the new Jacks range across our fresh and ambient offer.” Tom Orford, Operations Director, Falcon Retail Ltd

Volume 8: Summer 2021 Your Budgens.indd 15

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19/05/2021 13:13:49

News: Award win

Success for

Arbury

“The staff have been tremendous, we are really proud to have won this award.” Ronak Patel, Budgens of Arbury

Huge congratulations go to Ronak Patel and the team at Budgens of Arbury Road, Cambridge, which was named Most Improved Store at the Retail Industry Awards. Ronak’s recipe for success

• Improved fresh and chilled • Cook freezers • Costa Coffee • Freshly made sandwiches • Focus on promotions

Ronak Patel

• Great customer service

Ronak Patel’s decision to reinvest in a complete refit of Budgens of Arbury Road has paid off with big increases in turnover and customer engagement, and topped off with the award for Most Improved Store at the recent Retail Industry Awards. Ronak and his team spent eight months getting to grips with the needs of local customers, researching new ideas and gathering inspiration from other Budgens retailers and speaking with the local community. Overall, the refit generated a 15% to 20% increase in turnover, with a similar increase in footfall, and the store has maintained its 23% margin despite an increased focus on promotions as part of the revamped offer. Volume 8: Summer 2021 Your Budgens.indd 17

20%

Following customer feedback, Ronak improved the chilled and food-to-go offering, installing new chillers that INCREASE IN helped increase fresh produce sales by TURNOVER 15% and a range of Cook freezers, which generated an extra 69% in frozen sales. He brought in Costa Coffee, F’real milkshakes and Rollover hot dogs, and the store now also offers freshly made sandwiches and baguettes. The introduction of the Costa Coffee concession has increased the number of cups sold per day to 35.

Ronak said: “It has been a year like no other at Arbury Road, after major improvements to the store, and the sheer hard work required to look after staff and customers during the pandemic, we are really proud to have won this award. “The staff have been tremendous, they all worked so hard and we are very grateful to them for helping us breathe new life into this store. This is a fantastic recognition for all our efforts.” The judging panel praised the “excellent entry”, commenting on the brave move to refit the store Budgens Arbury Road and maintain good sales growth. One judge said: “A lot of thought has clearly gone into refitting a neglected store into one that will serve the needs of a diversified community.”

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News: Award wins

g i b s win

BUDGENS

Three Budgens stores have enjoyed success at the prestigious Forecourt Trader Awards

Service focus pays off for Fraser’s Fraser’s Budgens of Three Mile Cross, near Reading, picked up two awards, for Best Customer Service and also the Regional Category Award for London & The South East (over 4 million litres per annum). Director Jonathan Fraser said: “Customer service is the USP for us as an independent business. At Three Mile Cross it all stems from the hard work of the manager Louise. She recruits well, and deals with all the shopper feedback directly. The store team are very passionate about what they do and that really shows.

“The standards of the store are paramount. Customer service goes beyond being nice, it is about making sure the store is bright, clean and tidy and that availability is good too. “The support we get from Budgens is second to none. We’ve made some changes in the store in the last twelve months and the information they provide really helps us. “The last twelve months has been difficult at times, and we couldn’t have got through it without the support Budgens provided.”

Taking care in Overmonnow

Budgens of Overmonnow Garage in Monmouth picked up the award for Best Valeting Facilities in the Forecourt Trader Awards. The valet centre at Overmonnow was completely refurbished in February 2020 to include a high specification roll-over car wash, three jet washes, contactless air & screen wash and vacuum facilities. David Ablott, operations director at Peregrine Retail Ltd, comments: “We are delighted to be recognised for the valet services that we provide to our customers visiting MFG Budgens of Overmonnow. The team in Overmonnow are passionate about delivering outstanding service across all the customer interaction areas within the store.”

Team effort Lawrence’s Budgens of Harleston, Norfolk picked up the award for Best Forecourt Team of the Year.

Director Ben Lawrence said: “We are so proud of the team, they have been going beyond what is expected, especially during the lockdown. The team wanted to make deliveries to customers and have been using their own vehicles to make it happen. “We’ve had lots of new shoppers in the store, and we’ve kept the vast majority of them. “This is down to good customer service – it’s where you can win as an independent. “If you don’t have good service, you don’t have a store. “The two managers, Kevin and Kellie, deserve most of the credit, they are the ones who run the store. When you have fantastic team morale, as we do, then good things like awards follow.”

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Retailer profile: Budgens of Holt

A triumph from disaster

A temporary Budgens store in Holt, Norfolk, constructed swiftly after a catastrophic fire, has proved a lifeline for local shoppers

From the first second that you walk through the door of Budgens of Holt, you realise that you have discovered another excellent example of the high quality shopping experience that the Budgens brand is famous for.

5 weeks TO CREATE TEMPORARY STORE FROM SCRATCH

The 5,000 sq ft store has wide aisles, solid and attractive flooring, a backlit gantry, and high-spec shelving shows off an array of delicious fresh and local produce, while shoppers are protected by a one-way system and screens at the checkouts. But perhaps the most amazing thing about the store, is that it was never meant to be there at all, for it is only a temporary site, constructed in the aftermath of a tragedy. There has been a Budgens store

in the North Norfolk area since the 1980s, and the CT Baker Group took on Budgens of Holt in 2007. The group also operates a Budgens store in Aylsham, Norfolk, as well as a department store called Bakers & Larners and a builders merchants in Holt itself. The company has members of the eighth and ninth generation of the Baker family still on the board. Holt itself is home to only around 4,000 people but the store is the only supermarket for miles around and is a lifeline for the townsfolk and those from the surrounding villages. Local produce has always been a key feature: strawberries are grown just four miles away, and the store’s annual spend with local butchers, bakers, produce growers and the like tops £500,000. But at around 9pm on 20th June

Volume 8: Summer 2021 Your Budgens.indd 21

last year, all that history, tradition and provenance tragically went up in flames. The store closed as normal at 8pm, but not long afterwards local people spotted smoke and flames billowing from the site. By 9.30pm the store was completely destroyed. The probable cause was an electrical fault. It is difficult to be precise because the inferno burned at 1,000 degrees, hot enough to melt the steel beams, and left no traces. The Fire Brigade arrived almost immediately, but quickly saw that the store was not going to be salvageable and instead poured most of their efforts into saving adjoining buildings, including warehousing for the group’s department store. Fortunately, nobody was in the store at the time.

21 19/05/2021 13:14:06

Retailer profile: Budgens of Holt

The next day, the process of recovery began. With the nearest supermarket over seven miles away, the loss of the town’s only food store was potentially devastating for local people. “The impact on the community was something that we had in our mind the whole way through,” explains CT Baker managing director Jane Gurney-Read. “It was more than a store to the town, it was the hub of the community. People have met their partners in the store! We knew we had to keep the supermarket going, especially while lockdown was continuing, because there was nowhere else for people to go.” Jane and the management team worked out the key priorities for their major stakeholders –the shoppers, the employees and the suppliers. Maintaining the food supply to the most vulnerable people in the community was a key concern. Before the fire, the Holt store ran a delivery service whereby, if a vulnerable shopper phoned the store to place an order, it would be delivered to them by a staff member that they knew personally already. This service had become particularly important during the lockdown period, so the Baker team set a replacement service up and running from its Aylsham store, 23 miles away, using the same staff. The Post Office pulled out all the stops too and set up two PO pods in the company’s department store within four days. “The community really rallied round,” says Jane. “We told staff not to worry, they would continue to be paid throughout the summer, but local people also set up a crowdfunding pool for them, and it raised over £7,000.” Jane continues: “The Budgens team have been absolutely great, too. I spoke to Mike Baker straight after the fire and he said we will give you every support you need, and he was true to his word.”

FACTFILE

Store size: 5,000 sq ft Best Performing Categories: Dairy, Local produce, BWS Services: Lottery, Payzone. Post Office and home deliveries from other sites. Opening Hours: 7am – 9pm Mon–Sat; 10am–4pm Sun Staff: 40 in-store, 70 in total

22 Your Budgens.indd 22

The Holt team got in touch with two key suppliers who had worked with the larger group – Mar-Key and Fit Out UK. The two companies specialise in robust, high-quality temporary structures for major retailers and special circumstances (including, recently, some Nightingale Hospitals), and got to work on building a temporary store for the community. The store was built from scratch in five weeks, two weeks for the structure and two for the fit–out, followed by a week to merchandise the stock. “It was amazingly quick,” says Jane. “It has to be like a Volume 8: Summer 2021 19/05/2021 13:14:08

Retailer profile: Budgens of Holt

permanent store, with proper lighting, drainage and so on, and there’s a lot behind the scenes that has to be done too, planning permission, local agreements and insurance. There were lots of Zoom meetings!” The previous outlet was 13,000sq ft and the new one considerably smaller at 5,000sq ft, meaning that some hard decisions had to be made about product ranges. “We had to make sure our planograms still reflected what our shoppers require. We focused on the essentials, such as dairy and produce, plus BWS, while the non-food side has been scaled down. But we have retained a good/better/best offering, as well as a strong focus on local products.” Lottery and Payzone are on-site, but the Post Office continues to operate from the department store, while the home delivery service still operates from Aylsham. Along with a reduced sku count, the smaller store has two facings of products where before there might have been three, meaning that replenishment has to take place more often, including after shopping hours when a dedicated evening team gets to work. Opening hours have been extended, running from 7am until 9pm Monday-Saturday and 10am-4pm on Sundays.

“The staff have been amazing, they have really looked after us,” says Jane. “We’ve had to vary their hours of work and they’ve had to learn some new skills, and just be more flexible all round. It really helped us that we have such a longstanding and well-established team. They are all local, Continued on page 25

“Mike Baker and the Budgens team have been absolutely great. I spoke to Mike straight after the fire and he said we will give you every support you need, and he was true to his word.” Jane Gurney-Read, chair and MD of CT Baker

Volume 8: Summer 2021 Your Budgens.indd 23

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Retailer profile: Budgens of Holt

Retailer CV: • There has been a Budgens store in Holt since 1985, with CT Baker taking over the store in 2007. • Jane Gurney-Read, chair and MD of CT Baker, joined the company in 2009. Her career in retail includes time at BHS and Storehouse, plus as a main board director at Debenhams • Store manager Sandra Taylor-Mead has spent over 40 years with Budgens, as well as being head of food at the Bakers & Larners food hall.

and probably 80% of them live within five miles of the store. Some have 25 years service and more.” The temporary store opened for business in November sales have far exceeded expectations, and are well above the budgeted figure. “The reaction from shoppers has been lovely,” says Jane. “People have been saying you don’t need to build a new store, just keep this one! Local suppliers have rallied round, too. If anything, the temporary store has become even more a part of the community than the old one was.” Beyond the short-term plan for the local shoppers, there is also a long–term plan for the business as a whole, and that is to rebuild Budgens of Holt. Planning permission has been granted and the preliminary work started, with a view to opening a brand new store in late 2021 or possibly early 2022. The new store will be modelled very much on the old store, but with modern, greener touches such as charging points for electric vehicles in the car park. And so a new chapter in the long and distinguished history of Budgens in the town will soon start to be written. Volume 8: Summer 2021 Your Budgens.indd 25

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Seasonal: Summer

Budgens presents:

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National BBQ Week

Get ready for a sizzling summer

After being advised to “stay at home”, shoppers will be chomping at the bit to at last be able to get out and about to enjoy the warmer weather and longer daylight hours in the Summer. We have put together a great programme of promotions, events and POS material to allow Budgens retailers to make the most of the new seasonal opportunities. This year Budgens has sent guidance to stores under the header ‘Get Set for Summer’, so keep an eye out on the website and in Product Talk for any updates.

31st May - 6th June

The Barbecue - p r e s e n ts

BARBECUE

With people itching to spend time outdoors barbecues will be big news. And what is more, with many families likely to opt for a UK–based holiday or “staycation” this year, the potential market for BBQs and picnics is likely to be bigger than ever throughout the summer period.

DISCOVER THE CHOICE BARBECUE RANGE DTC Sweet Chilli Thighs PM399 DTC Smokey BBQ Drumsticks PM399 DTC Louisiana Style Wings PM399 DTC Piri Piri Chicken Steaks PM399 DTC BBQ Minted Lamb Kebabs PM399 DTC BBQ Beef Kebabs PM399 DTC Beef Quarter Pounders

ADVICE FROM BRADLEE CHAPMAN: MEAT, FISH, POULTRY & EGGS BUYER

• Shoppers will be out of their homes more often during the summer and will be visiting our stores more often for top up shops. • Offer choice and variety – customers will come to a store which has what they need, but with variety they will pick up items they didn’t intend to. • Use POS to highlight lines.

DTC Chinese Style Pork Steak DTC Smoky BBQ Pork Ribs

All products on a 2 for £7 deal Outside of the seasonal lines, the category has a number of staple products which are also perfect for the BBQ, such as DTC chicken thighs and breast fillets and Jack’s fantastic sausage selection. The vegan and better–for–you trends look set to continue, so it is also worth considering items from Vivera Meat free range, and some of the new fish lines such as the “Sustainably Sauced” range. The Supagrill range of barbecue fuel is now live. And don’t forget the condiments!

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27 19/05/2021 13:14:37

Seasonal: Summer

Grea dealst availa mid–pble on a of beecks r - p r e s e n ts -

Beer& Cider Festival Top Tips: • Think about your fruit and veg – give more space to soft fruit and salad during the summer months. • Buy in long–life burger buns and hot dog rolls to ensure you can stay in stock without the risk of wastage. • Make sure to hold plenty of stock of ice cubes. • Set your impulse ice cream at the front of the store. Keep it tidy and wellstocked. • Carry out checks on your refrigeration. Hot weather puts the systems under a lot of pressure. • If you have space, keep a reserve of chilled soft drinks in a back-up chiller unit to replenish during peak demand. • Go to Central Billing to see what seasonal lines are available.

Key s e t a D 28 Your Budgens.indd 28

NP3 6th May – 2nd June

BEER & CIDER FESTIVAL

Garden parties are likely to play a huge role over the early summer. The beer & cider festival covers this period, with some fantastic deals from large slabs to four-packs, as well as some great competitions and incentives. Mid-packs provide a particular opportunity to drive sales. Great offers for the festival include 10–can packs of Peroni, Bud, Stella Artois and Coors Light for £9 (10% POR), and 12 x 330ml bottles of Bud Light for £7 (11% POR). Mid–packs of Heineken, Kronenbourg 1664 and San Miguel for £10 (10% POR ) and 10 x 440ml packs of big brand ciders for £11 (12.8% POR). Also look out for some key NPD that stores should make the most of, such as Inch’s Cider – new cider brand from Heineken, who are spending £12m advertising the brand – and Tetley No4. Two cider skus from Brothers – Honeycomb 500ml and Cloudy Lemon 4x440ml – are being given a head start in BRP so stock up early to take full advantage of the exclusivity.

Boost Your Beer and Cider

Peter Bridge: Beer & Cider Buyer, has the following advice:

• Stores should ensure they are stocked up on key packs and brands ahead of the key trading periods – Euros, Bank Holidays etc. • Where possible chill the small packs • Mid packs will be key over this period, so stack them at the front of stores. • Make sure mega deal POS, posters etc are up to help drive footfall.

- p r e s e n ts -

The Football NP3–5 May–July

THE FOOTBALL

Football matches are a reliable stimulus for additional sales, particularly beer, and from May until July we have a succession of big matches, the FA Cup and Champions League finals and the European Championships. With England and Scotland both qualifying for the tournament – they play each other on Friday 18th June – and many of the later matches and the final being played at Wembley, there is bound to be plenty of domestic interest. For the Euros, Heineken are the official sponsors of the competition and Budweiser are the official sponsors of the England football team, so these brands are key to a successful campaign.

BUDGENS BEER & CIDER FESTIVAL

EUROPA LEAGUE FINAL

6 May – 2 June

26 May

CHAMPIONS LEAGUE FINAL 29 May

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Seasonal: Summer

- p r e s e n ts -

The Tennis

NP4 – June 20

FATHER’S DAY

Father’s Day is a great opportunity to add incremental gift purchases to baskets during mid-summer. Why not provide some ideas for last–minute shoppers by grouping suggestions together? Many will celebrate the day with a barbecue or garden party so crossmerchandise with the BBQ food and drink items.

WE ALL SCREAM FOR ICE CREAM!

• Make sure you’ve got your impulse ice cream freezer set up near the store entrance and use pavement signage.

NP4–5 28th June – 11th July

THE TENNIS

Anyone for tennis? Even those who aren’t big fans of the sport can enjoy some strawberries and cream and maybe a glass of fizz or a Jug of Pimm’s. Make it easy for your shoppers to pick up all they need in a single visit by merchandising complementary items together.

DON’T FORGE T

Distributing the Budgens leaflet in your local area is a great way to drive traffic into your store.

USE SO CIAL ME DIA TO K SHOPPE EEP YOU RS UP TO R D WEATHE R IS SET ATE. IF THE TO WAR THEN LE MU T THEM KNOW W P, YOU’VE HAT GOT IN STORE!

Budgens retailers can now contact The Leaflet Company (TLC) directly to enquire about leaflet distribution.

• This year Magnum has introduced the Double Gold Caramel Billionaire – a sure-fire indulgent treat.

SPRING BANK HOLIDAY

EUROPEAN FOOTBALL CHAMPIONSHIPS

31 May

11 June – 11 July

Volume 8: Summer 2021 Your Budgens.indd 29

£6.89

75cl

£2.79

ONLY

£4

£5

245g, 250g, 310g

36 Pack

HALF PRICE

£4.49

£3.50 £5.99

£8.99

£9.99

300g

9 Rolls

Leaflet distribution can be booked on a quarterly basis, using the Royal Mail. Costs for distribution are £50 per 1,000 leaflets.

Offers available 28/01/2021

102276_BUD_NP12_LEAFLET_BB_8

to 17/02/2021

PP_V6.indd 1

• Keep an eye on the weather forecast, as temperatures spike, sales will soar. As in previous years ‘Hot Weather Club’ allocations will ensure you get ahead of the curve.

Thank You, Teacher

£5

DEALS

200g

• Don’t forget about take-home tubs and multipacks – the Classic own brand range delivers on both quality and value.

- p r e s e n ts -

05/01/2021 09:33

Retailers should contact Brooke Malchar via Budgens@ LeafletCompany.co.uk NP5 End of term

THANK YOU TEACHER

School age children and their parents will be on the lookout for little gifts and treats to thank their teachers for going the extra mile during a difficult year. Cakes, sweets and flowers provide a great way to say thank–you, and to give you incremental sales into the bargain.

EUROS: ENGLAND V SCOTLAND 18 June

FATHER’S DAY 20 June

- p r e s e n ts -

Father’s Day 20TH JUNE

WIMBLEDON TENNIS CHAMPIONSHIPS 28 June – 11 July

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Health & Safety: Health, Safety & Legal

Healthy store – healthy sales Even with restrictions easing, retailers have to ensure they have an effective cleaning regime and consistent social distancing in-store.

2 metres

Official Govern me is to maintain nt advice ad of at least two istance metr between peop es le

Shoppers continue to flock to their local Budgens stores in recent months, but in order to retain this extra spending it is vital to ensure that they maintain confidence in your in-store environment. As the effects of the last year continue to impact on the lives of shoppers, many are understandably unwilling to use a store if they believe that proper social distancing and hygiene measures are not in place. As a result, ensuring you maintain a safe environment for your shoppers should be a top priority for retailers. So Your Budgens has some key advice for you to ensure you both meet shopper expectations and cover all health and safety requirements for staff and

30 Your Budgens.indd 30

other visitors to your store. The advice from the Government is to maintain a distance of two metres between people to minimise the chance of the virus spreading. The following advice can help you with this social distancing in and around your store.

OUTSIDE THE STORE

Have someone at the entrance to control numbers of people entering the store. Decide how many customers your store can safely accommodate and operate a one in, one out policy. Discourage shoppers from bringing children or extra members of the family with them.

THROUGHOUT THE STORE

If possible provide a cleaning station Volume 8: Summer 2021 19/05/2021 13:15:08

Health & Safety: Health, Safety & Legal

with sanitiser and wipes to enable shoppers to wipe basket handles should they wish. Place posters and barkers around the store to remind shoppers to observe the social distancing rules.

SOCIAL MEDIA Use social media to communicate revised opening times and to discourage customers from bringing extra members of the family and children with them. Here are some suggestions:

Depending on store size and layout, use floor stickers at 2m intervals in aisles or place arrows using hazard tape around the shop floor to indicate the shopping route you would like customers to take.

Opening times - Our hours are currently ...... , but may change going forward.

Review replenishment timing where possible to avoid shopper peaks. Consider restricting access to aisles that are being restocked during trading. Reduce opening hours to allow you to restock safely. Use poster and social media to communicate revised opening hours.

Family Members - Where possible please do not bring children and extra members of your household with you when shopping. Please help us to keep everyone safe.

Our store has made some changes

Social distancing - please follow government guidelines on social distancing and stay two metres apart.

By having staff regularly wiping down common touchpoints in-store with antibacterial cleaning materials, it will send the right message to your shoppers. It will show them that you are doing all that you can to keep them safe, as well as keeping your store colleagues safe. Key touchpoints include windows, doors, handles, switches, self-serve drinks machines, ATMs, till points, washrooms, screens, and keyboards. Ensure all team members wear a face covering and insist that shoppers do the same.

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19/05/2021 13:15:12

Digital: Food waste app

Fighting Food

Waste

Too Good to Go app now available at more Budgens stores An impressive 100 Budgens stores are now working with Too Good To Go, the world’s largest surplus food app, to fight food waste. Since the first Budgens store in East Finchley came on board in June 2019, Budgens and Too Good To Go have saved 25,000 bags of food from going to waste. The “Magic Bag” system for short–dated food saves retailers time and cost, offers shoppers a great value deal and enhances a store’s ethical position locally. Full training and support on how to join the service and use the app is available from too Good To Go. Ask your RDM for more details.

Too Good To Go 15 countries 60 million meals saved globally 30 million app installs globally 70,000 partner stores globally FOR MORE, VISIT WWW.TOOGOODTOGO.CO.UK

Volume 8: Summer 2021 Your Budgens.indd 33

How does it work? Retailers put short–dated food items at risk of going to waste into Budgens ‘Magic Bags’. Users of the app can see that Magic Bags are available at your store and pay a set price per bag on a first come first served basis.

What are the benefits?

Great value for the shopper, and an increase in footfall for you. It saves the time and cost of having to deal with waste currently spent marking down individual items or throwing them away. It also shows your community that you are concerned about waste and the environment.

Avtar “Sid” Sidhu of St John’s Budgens, Kenilworth, has been using the app to great effect. He says:

“It’s a win-win. Too Good To Go has allowed us to streamline the waste process, helping us save valuable time and resources that were previously spent throwing food away. Fighting food waste makes our brand environmentally conscious and community focused.”

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Better value for you and your customers? Probably. Lower price marks, same great margins, as part of Retail Wins.

POR 38.8%*

POR 36.7%*

*When purchased at £15.29 and sold at £5 vs previous deal of £16.49 purchase price and RRP of £5.39. **When purchased at £18.19 and sold at £5.75 vs. previous deal of £18.99 purchase price and RRP of £5.99.

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Online news: The media reports

Make social work for you Take the effort out of Social Media To get the most from social media, you have to post regularly – three or four times a week at least. It isn’t easy to keep coming up with new content, but the Budgens brand main page always has a steady flow of topical content from offer videos to recipes. Make use of this to keep customers engaged and fill in the gaps when you are busy or can’t think of anything to post. Follow Discover Budgens on Facebook and Twitter for the latest content and just share it.

FOCUS ON EVENTS

Whether it is seasonal events from the sales calendar or more personal events for your store or your local area, it’s always good to post something that is topical and engages the local community. National events coming up like Father’s Day and the Euros football tournament offer great sales potential. It’s also a good idea to keep a calendar of local events to make sure you don’t miss opportunities.

d recently unveile y Jay’s Budgens er liv de e m ho d an its new website ey instantly th service – which cebook page! It Fa r ei cal shared to th ceived by the lo was brilliantly re community.

Spontaneous, reactive content that resonates with the local community is always great to post! It is important to have some content that is completely unique to your store – this really helps build a sense of community.

Raven’s Budgens staying topical with humor when calling out ‘blokes’ to not forget Valentine’s Day!

Your Budgens.indd 35

Social media is the fastest and easier way to launch new initiatives in your store.

LOCAL LEGENDS

We are posting some great new recipe videos and content to support the BBQ season, the Beer and Cider festival and summer events.

Volume 8: Summer 2021

SHOUT ABOUT SERVICE

of Budgens n to g in ll e W y tl n rece d celebrate r a e -y 6 their ry anniversa es of ri e s a with s that giveaway unity m m o c the st look at loved. Ju ment! ge the enga

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LOVE IT. SHARE IT.

The No.1 Supermarket Takeaway Style Pizza Meal Deal

OUR AWESOME MEAL Deal includes: 1 Delicious pizza, 1 tasty side and a garlIC DIP POT STACKER. Go ON, LOVE IT. SHARE IT.

£6 MEAL DEAL

No.1 claim: Refer to Kantar value sales as at 24.01.21 Your Budgens.indd 36

WWW.THEPIZZACOMPANYUK.COM 19/05/2021 13:17:49

W E N s t c du

pro

What’s new: Products

Kelloggs Biggest new cereal launch for 2021. Huge amount of media support on TV, Radio, Social Media and online.

COCO POPS STRAWBERRY & WHITE CHOCOLATE RSP PM£2.99 6x480g POR 20.0%

Budgens brings you all the latest new products

Mondelez International Group Exclusive. Orange flavour profile enjoying market growth of +20% (Mondelez).

CDM ORANGE BLOCK RSP £2.00 POR 20.1%

Walkers First to Convenience Market. Giants format is 30% bigger than standard Monster Munch.

MONSTER MUNCH GIANTS ROAST BEEF First to Convenience Market.

MONSTER MUNCH GIANTS PICKLED ONION RSP £1.99 POR 27.3% Mondelez International Fastest growing joyful candy brand at +113% YOY (Mondelez). Appeals to younger shopper demographic.

SOUR PATCH KIDS RSP £1.69 POR 37.3%

Volume 8: Summer 2021 Your Budgens.indd 37

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Your Budgens.indd 38

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What’s new: Products

Coca-Cola European Partners PLC Energy is tracking +26% with Monster tracking +24% (Booker).

MONSTER MULE RSP £1.49 POR 37.7% MONSTER ULTRA FIESTA RSP £1.49 POR 37.7% MONSTER MONARCH RSP £1.65 POR 32.8%

General Mills Pockets contributed to 79% of all the growth of Old el Paso.

Lucozade Ribena Suntory Raspberry flavours are 61% incremental to the soft drinks category with flavours bringing in incremental shoppers to the energy category.

OLD EL PASO POCKETS RSP £4.00 POR 25.1%

LUCOZADE ENERGY RASPBERRY RIPPLE Tropical flavours are growing at +22% within the category (LRS).

Red Bull Group Exclusive. Headstart with the new editions variant. Energy is tracking +26% (Booker).

RED BULL CACTUS RSP £1.55

Diageo Diageo’s first ever Alcohol Free spirit and based on the market leading Gin brand.

LUCOZADE ENERGY ZERO TROPICAL RSP £1.59 POR 24.8%

GORDONS 0.0% RSP £13.99 POR 20.0%

POR 33.0%

Volume 8: Summer 2021 Your Budgens.indd 39

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Financial Grants Covid-19 Fund & Advice Counselling & CBT Support AI Emotional Support Health and Wellbeing

WE’RE HERE We provide emotional, practical and financial support for all grocery colleagues through the 24/7 Helpline and website.

Online Wellbeing Community for ages 11-25 Family & Relationship Support Workplace Critical Incident Support Managers Help & Information line Telephone Information Specialists Debt Advice

Scan the QR Code

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groceryaid.org.uk Your Budgens.indd GA-0944 Booker Ad40Resize - Feb 2021.indd 1

19/05/2021 13:18:07 25/02/2021 09:25

What’s new: Products

Heineken £12m media campaign and over 30% POR for retailers.

INCH’S RSP £5.00 POR 34.0%

Brothers Drinks Co Ltd First to market with new flavour.

BROTHERS HONEYCOMB CIDER RSP £2.19 POR 37.0%

Carlsberg Marston’s Offers customers a bridge between the refreshing taste of lager and ale.

TETLEY NO4 RSP £5.00

Fyffes Premium Bananas Product now 100% Rain Forrest Alliance Certified. Replaces current Farm Fresh product and increases POR from 25% to 30%.

BROTHERS CLOUDY LEMON CIDER RSP £5.50 POR 23.7%

FIVE-PACK RSP £0.99 POR 30.0%

POR 25.2%

Great POR

CANE TRADER SPICED RUM PMP £7.99 RSP £7.99 POR 25.0% CANE TRADER WHITE RUM PMP £7.99 RSP £7.99 POR 25.0% CANE TRADER DARK RUM PMP £7.99 RSP £7.99 POR 25.0% GROSVENOR GIN 35CL PMP £7.99 RSP £7.99 POR 25.0%

Volume 8: Summer 2021 Your Budgens.indd 41

41 19/05/2021 13:18:10

STOCK THE

BUDWEISER FAMILY

AND ENTER FOR A CHANCE TO WIN AN INSTORE MEET & GREET EVENT WITH

AN ENGLAND

FOOTBALL LEGEND!

EVERY ENTRY RECEIVES 1 FREE CASE OF LIMITED EDITION CUPS 18+ Booker Group customers only. Buy 1 x case of Budweiser, 1 x case of Bud Light and 1 x case of Bud Zero and enter your details at winwithbudtrade. com between 17/04/21 and 02/06/21 for the chance to win an England football legend meet and greet in your store. Please retain your invoice as proof of purchase. 1 x winner selected at random at the end of the promotion. First 500 entries will receive a countertop unit of 15 Budweiser aluminum cups. One entry per retailer. One entry per invoice. Meet and greet subject to COVID-19 restrictions.

Your Budgens.indd 42 204653_Bud_Euros_Budgens_TradingPack_Resize_DPS.indd 1

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SCAN

TO ENTER

de. of ne

Your Budgens.indd 43

19/05/2021 13:18:10 09/04/2021 17:21

E N J O Y E D I N 7 . 5 M I L L I O N H O U S E H O L D S*

AA H H H A

Best

ever?

144607

207715

NEW TASTE & LOOK

063724

Stock Up Now * Source: Kantar Panel Data, latest 52 weeks, w/e 27/12/20 ©2021 The Coca-Cola Company. All rights reserved. COCA-COLA and COCA-COLA ZERO are registered trade marks of The Coca-Cola Company.

Your Budgens.indd 44 ZERO BRP AD 280MM X 210MM v2.indd 1 05258b CCEP COKE

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