Food and drink wholesaler Booker’s CEO Charles Wilson wants to grow sales to £6.6bn from £4.4bn by continuing the implementation of customer satisfaction strategies such as ensuring availability of products, driving down prices and increasing online sales.
The wholesaler that supplies to 446,000 caterers in the UK reported a 2.1% rise in like-for-like sales in its full year trading results to 28 March 2014.
Following the acquisition of rival catering supplier Makro in 2012, Booker has turned it around from a loss to profit this year, delivering synergies of £26m this year.
“By Booker and Makro coming together we will be able to offer customers the best choice, price and service,” Wilson said.
He added that the Makro turnaround is “bang on track”, despite sales being down by 9% due to having let go of some categories of products such as toys and electrical goods; the combined companies are now focusing on ranges that are more in demand by customers such as chef’s wear.
Wilson said the company will continue to grow by converting Makros to Bookers, which Wilson thinks will allow the business to grow sufficiently that he is not considering acquiring any new sites at the moment.
There are plans to convert five more Macro stores to Booker format including Enfield, Park Royal and Charlton following the success of the Belfast, Preston and Sheffield sites. As with the previous conversions, each will be tailored to the demands of the local market.
Stuart Hyslop, sales director of catering, said Macro is catching up with Booker in terms of customer satisfaction results, which reflect the improvements that have been made to choice and service.
Booker’s three-pronged strategy of “focus, drive and broaden” will continue forwards to ensure ever-improving service for its customers, which Wilson said is reflected in both sales and customer satisfaction ratings.
The focus on giving the customers what they want, which includes lowering prices, has been implemented by “rolling back prices on stuff that really matters” to help caterers and publicans save; Wilson gave the example of one publican saving £20,000 a year on frozen chips alone.
The company will continue to broaden its online offering by making everything available through the website, which has seen sales grow by 10% this year to £777m.
