1. Brakes – O’Kane Qualitative Research
Prepared by Cambridge Direction
August 2010

2. Summary: Key business questions
Answer
Comment
What is the competitive situation with respect to suppliers?
Trend towards using the larger nationals
Hendersons, Pallas, O’Kanes, Musgraves and Lyna seen as the big players – Hendersons in the North and Pallas across North and South – Musgraves felt to be in difficulties
Are there any barriers/inertia?
Local sourcing
A tendency to value local suppliers offering local produce
Where does O’Kanes sit?
One of the big players
Seen as an established player behind Hendersons in the North and less well known in the South – some issues with delivery scheduling
Confusion over links with Brakes does not help the situation
What areas are the nationals weak in?
Produce
Veg in particular – meat less so nowadays – tendency for caterers to like local sourcing – good for local feel and food miles
What is the position of Brakes?
No consistent links to O’Kanes
Known more as a product range than as the distributor – clarification needed as to position and rôle – no apparent negatives linked to Brakes
Will there be a negative reaction to a name change from O’Kane? No
Neutral to positive response – no strong loyalty North or South and plenty of areas of confusion currently – clarity sought
August 2010
Cambridge Direction

3. Summary: Key business questions
Answer
Comment
What are the expectations of a Brakes offer?
Positive
Expect a good range delivered by a large, national player
What is the best branding?
“Great Irish Produce”
This was the strongest contender and had equal support both North and South – it does need to be delivered through the sourcing and sale of some (headline) products
Will prospects (non-customers) warm to the offer?
No suggestions that they will not
The response from those not dealing with O’Kanes or Brakes was not negative and there was interest in a new, large scale operator from the wider UK/European market
August 2010
Cambridge Direction

4. Research objectives Research Objectives:
In overall terms to understand the attitudes of caterers across Ireland towards both O’Kanes and Brakes in order to ensure the most effective branding Is used/developed for future use, specifically:
“How is the O’Kanes brand and business perceived within the industry
Across northern and southern Ireland what are the perceptions of the Brakes name and brand
What issues and concerns would customers, both existing and potential, have in trading with Brakes instead of O’Kanes
How would foodservice operators feel about the disappearance of the O’Kanes name, and its replacement with Brakes
What preference do operators give to branding the O’Kanes business “Brakes – fresh ideas” against “Brakes Ireland”
What changes in products, service, and delivery would operators expect and accept with Brakes
Who are our main competitors in both northern and southern Ireland, and what are their strengths and weaknesses”
Source: Client brief, July 2010
August 2010
Cambridge Direction

5. Methodology and sample
36 depth interviews
A total of 36 pre-recruited telephone interviews were conducted with caterers who had responsibility for liasing with and purchasing from food supply companies – throughout Northern Ireland and the Republic of Ireland
22 were conducted with respondents in Northern Ireland and 14 from Southern Ireland
Most of the respondents worked in hotels, pubs and restaurants, but the sample included some working in local government, nursing homes, fast food outlets and also retail outlets
All were recruited from the lists provided by Brakes/O’Kane
25 were existing Brakes/O’Kanes customers and 11 were not and classed as “prospects”
All the interviews were conducted by a local researcher, with over 25 years market research experience across both Northern and Southern Ireland
August 2010
Cambridge Direction

6. The findings
“Dine in Dublin week”
August 2010
Cambridge Direction

7. Setting the context – the rôle of food
Food played an important rôle in the total operation
All respondents said that food is important to their overall business and it was frequently remarked that food is becoming more important as a revenue stream:
Pubs - given the decline in session drinking
Hotels - given the difficulties facing the tourist industry in the current recession:
“In this recession .. the food’s holding its own, this year I’m up 5% .. it’s more important than anything .. becoming more important to the business overall. Not just the quality of the food but the variety of what people want ... it’s a matter of trying to find out what goes.” NI
Nursing homes food is considered important, not only as a source of consumer enjoyment, but also on medical grounds
Local government - food quality can have a political dimension – firstly because the end consumer can be a high official or politician, also because traceability to local sources is a potentially sensitive issue:
“Food is really important – we go for quality rather than price – because we’re dealing with government ministers, MPs ... and traceability is a political issue.” NI
August 2010
Cambridge Direction

8. Respondent’s description of their food offer
“Traditional” a key descriptor
The most frequent description was “traditional”, and sometimes “with a modern twist”:
“The food is traditional and hearty, it’s not fine food, there’s a market for everything .. people want good hearty wholesome food at the right price.” NI, Hotel
Other variations in how respondents described the food they offer included:
“ Bistro” - “Fine dining” - “Pub-grub” - “Fast food”
The emphasis amongst these respondents was on food cooked from scratch, often “from local ingredients”:
“It’s freshly prepared – all day breakfast, baked potatoes, lasagne.”
While some respondents conceded that they make occasional use of prepared foods – peeled potatoes, prepared sauces, bought in desserts, frozen chicken and vegetables – the general assertion was that most of their food, typically 90%, is prepared fresh:
“The only prepared food we use are peeled potatoes ... and sometimes finger food for buffets ... chicken goujons, that type of thing. All else is fresh. So, 95% fresh.” NI
August 2010
Cambridge Direction

9. Respondents description of their food offer
“Traditional” a key descriptor
Note: this was somewhat different from the findings of the recent Food Audit in Belfast, where some of the city centre outlets were using a high proportion of pre-prepared foods. In this regard it may be relevant that many of the interviews were with people working outside big cities, in small towns throughout Ireland
August 2010
Cambridge Direction

10. Main food suppliers – a portfolio
A number of suppliers described as “main”
The typical respondent mentioned five or six companies as suppliers – although the number was lower in some cases and higher in others
Local sourcing
They bought fresh food – fresh meats, fruit and veg, fish and also sometimes dairy - from local suppliers, often small operators
National operators
But, they also included two or three of the larger food service companies for a wide range of dry goods, ambient goods and frozen foods
With fresh meats, some evidence of larger, national companies, most notably Pallas and Crosgar, as making ground at the expense of local sources
August 2010
Cambridge Direction

11. Main food suppliers – fresh produce
Fresh produce often bought locally
A strong “buy local ethos”, and evidently a still viable corresponding local supply chain in the typical small-town food outlet in Ireland, when it comes to fresh food supplies:
“I like to try to support the small local company when I can – for example Boyle Chipping.” NI
Tendency to buy local when it came to produce:
Buyers felt they could be more confident of the quality of local produce
They felt they had greater leverage and control over local suppliers
Ethical reasons (‘food miles’ was cited on a couple of occasions)
Restaurants and hotels felt they benefited from the reciprocal business they get from local suppliers using their facilities
Respondents often felt that these values are also held by their customers: that Irish consumers are swayed in their choice of eatery by the prospect of getting quality local ingredients
August 2010
Cambridge Direction

12. Main food suppliers – national suppliers
Modern trends in food supply are making steady inroads – both North and South
The typical respondent almost always included one or two large regional or national foodservice companies within his or her repertoire of suppliers
Generally speaking these larger foodservice companies are used especially to purchase non-fresh food items:
Especially dry goods, bulk catering supplies and also frozen foods
Some are also increasingly turned to for fresh dairy products and for fresh meats
There was a little resistance expressed to the growing prominence of foodservice companies
However, respondents were generally positive about the service provided by these large companies
Keeping the link to the “local sourcing” would help a national operator
August 2010
Cambridge Direction

13. Main food suppliers – a portfolio
Over-lapping suppliers
Many respondents like to duplicate suppliers:
So that they have a fall-back in case of problems
And, for some, especially those with greater purchasing power
To allow harder negotiating –– claiming that they proactively play suppliers off each other for the best prices:
“I like to keep a number of companies in case anyone lets me down ... nice to have a safety net.” NI
For Brakes to optimise the sales to caterers who run portfolios of suppliers, they need to be as responsive on delivery and ordering as possible
August 2010
Cambridge Direction

14. Perception of large foodservice suppliers
What is appreciated about large foodservice suppliers?
On a micro level they appreciate:
The range and quality of products foodservice companies provide – including innovative items which keep their menus up-to-date
The highly competitive prices offered, which allows them to deliver greater profitability to their businesses
The professionalism and consistency of the service provided, both in terms of regular communications from reps and via telesales and brochures and websites, and also in terms of frequent and well-managed deliveries
On a macro level:
There was some satisfaction to be had from participating in the fast-moving, modern process of foodservice, which allows chefs and managers to keep their fingers on the pulse of current international food practices
A good supplier fed and nutured this desire
August 2010
Cambridge Direction

15. Perceptions of the foodservice industry - The players
The large foodservice suppliers
There was a sense from many of the respondents that the foodservice industry is becoming more fiercely competitive and more consolidated on a corporate level
The big players which were repeatedly mentioned would include: Hendersons, Pallas, O’Kanes, Musgraves and Lynas
Hendersons, O’Kanes and Lynas being stronger in the North, Musgrave stronger in the South and Pallas strong throughout the island
There is also a second tier of companies, more regionalised and often more specialised, which would include:
Crosgar, Keenans Seafood, and North Down Fruit & Veg in the North
Corrib Foods in the west of Ireland
La Rousse mentioned for speciality food products by some both North and South
And below that level a plethora of small local companies, especially local butchers and local fruit and veg merchants
August 2010
Cambridge Direction

16. Perceptions of the foodservice industry - Perceptions
Perceptions of the large foodservice suppliers - North
Pallas is perhaps viewed as the star performer currently – many respondents were aware that Pallas has recently been taken over by US giant Sysco, and generally respondents were complimentary of the company in terms of food quality and professional systems and service:
“Pallas do chilled and frozen – they do lovely veggie and vegan food.”
“They’re all very very good, in general I would say that Pallas and Walter Ewing would be the best ... if there’s any problems we’ll be on the phone and they’ll sort it out straight away. Pallas – no problems.” NI
Hendersons had a long-term dominant presence in the North, and there was no sense from this research that this position is in any way threatened ... although it would also be fair to say that there was no sense either that Hendersons is doing anything especially progressive
The feeling is that the order is open to change, but that there is inertia present with some established players
August 2010
Cambridge Direction

17. Perceptions of the foodservice industry
Perceptions of the large foodservice suppliers - South
In the South, however, and this was also echoed by respondents who deal with them in the North, there were repeated reports that Musgrave is facing difficulties:
Apparently having decided to pull out of full-scale foodservice deliveries in the North, there have been problems with deliveries and systems
They were sometimes criticised for uncompetitive prices
There has also been a confusing turnover of staff
As with the North, the situation could be in a state of flux
August 2010
Cambridge Direction

18. Perceptions of O’Kanes - Positives
O’Kanes & Brakes - Positives
Besides the emergence of Pallas, the other player contributing to these changes is O’Kanes:
“We use O’Kanes because they’re an established company, they do good quality produce and we don’t have any problems with them, and we can get pretty much anything we want off them.” NI
Despite confusions about ownership and identity, is seen to be upping its game via its connection with Brakes in both the North, where it is already well-known:
“O’Kanes are pretty much a nationwide company, we know them as O’Kanes but they are known as Brakes as well, so they are about the UK.” NI
And, also in the South, where, although Brakes is less well-known, it is being registered – especially in the west of the country – as a recent and strongly performing arrival:
“I brought Brakes in back in March/April. Their prices are exceptional, especially compared with the rip-off prices of the previous supplier. Service is excellent. We’ve had some glips ... just deliveries, the wrong quantities, nothing major.“ ROI
O’Kanes/Brakes appears to be in a positive position
August 2010
Cambridge Direction

19. O’Kanes - The day to day experience of dealing with them
O’Kanes & Brakes – Positives 
Generally respondents were complimentary about the range, quality, price and service delivered by O’Kanes:
“They’re very efficient, quick, they phone on Wednesday and deliver on Thursday.”
“O’Kanes strengths would be they deliver six days a week, there’s no minimum order, good quality, reasonable price and quite a wide selection. No real complaints.”
These positive perceptions were clearly enhanced by the inclusion in O’Kanes offer of products from Brakes, which are clearly seen as remarkably good in quality and value:
“O’Kanes … we use them occasionally for savouries ... they do a Brakes vegetarian pastie and vegetable flaps ... we get a couple of cases a week.”
“I do use Brakes ... because of the range of foods they offer, they did extend the O’Kanes range and it is good quality.”
“Brakes is a good company to use, they will work with you, and they’re a good company to have. They do their own brand produce which is generally a lot cheaper than the other products they supply, so you can save yourself a lot of money on that... I think O’Kanes is maybe the company they use over here and Brakes is just the general name ... I don’t really know.” NI
August 2010
Cambridge Direction

20. O’Kanes - The day to day experience of dealing with them
O’Kanes & Brakes - Negatives
There were recurring complaints – as emerged also during last year’s Catering Audit – of difficulties dealing with O’Kanes order/delivery time scales:
The requirement to get orders in before a certain deadline the day before, which only some understood to be due to the logistics of importing Brakes products from the UK (or ‘mainland’)
There were also some complaints about lack of contact and poor service from O’Kanes:
“O’Kanes - they started off as a family-run company but they’ve sort of been swallowed up so they’ve been losing some of the personal touch they had at the start... I don’t honestly know what exactly is the relationship between Brakes and O’Kanes now.” NI
“O’Kanes overall… they’re a good enough company, they’ve just got lazy, the rep he’s got no fight in him ... to encourage me to use them more they’d need to give me the service they gave me before I gave them the contract.” NI
Some suggestion that recently the O’Kanes service offer has weakened – though not the product offer
August 2010
Cambridge Direction

21. Perceptions of O’Kanes – Corporate issues
O’Kanes & Brakes – Corporate identity – The North
Perceptions of corporate identity and direction differed between the North and the South
In the North, O’Kanes is a well-established and well-known large regional foodservice supplier – and many respondents, especially in and around Ballymena – have personal and local connections with the company
While virtually all respondents knew that there is a connection between O’Kanes and Brakes, the precise nature of this connection was typically unclear – one strong prevailing view was that Brakes is the name of the generic product range offered by O’Kanes:
“Brakes... all I know is they’re based in England, produce different frozen, ready to bake foods, O’Kanes bring them in for us ... other than that I don’t know ... they’re the brand of the product that O’Kanes bring in ... they’re just a company that O’Kanes get bake-offs from .” NI
A definate lack of clarity over the relationship between Brakes and O’Kanes
August 2010
Cambridge Direction

22. Perceptions of O’Kanes – Corporate issues
O’Kanes & Brakes – Corporate identity – The North
Only a minority of respondents in the North were clear that O’Kanes is actually owned by Brakes:
“I knew there was some connection, wasn’t sure what ... Brakes products are good, they can only improve ... no problem with big company taking over local company ... They’ll be keeping the business going over here, keeping people in jobs ... basically a good thing .” NI
O’Kanes Poultry
This confusion among respondents in the North is exacerbated by the fact that the chicken-rearing side of the O’Kanes business, which remains a strong association with the company, has been sold off as a going concern to another company and retains the same name:
“Name change: wouldn’t bother me in the least .. in fact a relief: because O’Kanes used to be known as O’Kanes poultry, so them delivering into our shop might have looked a bit odd .. so if it had Brakes on the side wouldn’t bother me in the least.” NI
“I think O’Kanes bought Brakes or maybe it was Brakes bought O’Kanes, but then Moy Park bought O’Kanes .. Moy Park is another chicken company ... it was on the news, within the last three months.” NI
August 2010
Cambridge Direction

23. Perceptions of O’Kanes – Corporate issues – The South
O’Kanes & Brakes – Corporate identity – The South
Ironically, the situation is somewhat less confused in the South, where – because O’Kanes has had no strong presence historically – the company has the benefit of a starting from a clear sheet
The one exception to this general rule is in and around Limerick – in this area some respondents were aware of, and typically negative about, O’Kanes previous ownership of the now failed Castlemahon Co-op
Note: in addition in the South the company has benefitted enormously from the work of one rep who previously worked with Musgrave, and is evidently held in very high regard throughout the catering industry
August 2010
Cambridge Direction

24. Perceptions of O’Kanes – Corporate issues – The South
O’Kanes & Brakes – Corporate identity – The South
In the South the O’Kanes name is less well-known, and the Brakes name is more prominent in perceptions of the company, bringing with it a modern, professional image
This is often because a significant proportion of chefs, both North and South, have had experience of working with Brakes when working in the UK
Those respondents who had had this exposure to Brakes generally viewed it positively as a major supplier in the UK, with a highly professional and progressive approach to foodservice
The confusion between O‘Kanes and Brakes is less an issue in the South and Brakes appears to have a positive name, albeit influenced by those who have worked in the UK
August 2010
Cambridge Direction

25. The Takeover - no real knowledge
Lack of awareness
Most respondents, both North and South, were unaware of the takeover - they did not have a clear prior understanding of the current status of Brakes as the owner of O’Kanes:
“I think Brakes .. I’m not sure .. Brakes bought over O’Kanes or O’Kanes bought over Brakes, I don’t really understand it.” NI
Some respondents were more informed than others on recent changes in corporate ownership but very few were categorical in asserting that O’Kanes is now owned outright by Brakes
The typical understanding is that there is some link between the two companies, many believing that Brakes is the name of the supplier of O’Kanes range of generic Brakes branded products:
“Brakes: yes, I’ve heard of them. They’re part of the O’Kanes group, are they? Brakes and O’Kanes are basically the same company now ... they’re a good company, I’ve used them in England. I would use the Brakes products now, they’re coming into Ireland .. some of their products are damn good…Brakes and O’Kanes would be basically the same ... O’Kanes are doing Brakes products.” NI
August 2010
Cambridge Direction

26. The Takeover – Positive reactions
Positive response when prompted
When it was put to respondents that Brakes has taken over O’Kanes, the tone of response was neutral to positive
The most common response was that it didn’t matter who owned the company, so long as the quality of the products, the competitive prices, and the level of service was not effected:
“A takeover wouldn’t impact me one way or another ... it’s of no consequence to us who owns it. There’s a huge expansion of their place up in Ballymena ... I’d be neutral ... although it is surprising, since O’Kanes have been around for a very long time. But maybe it makes sense, since O’Kanes do so many Brakes products.” NI
Many evidently felt that there could be positive ramifications of a smaller, regional company being injected with the professionalism, product quality and keen pricing that they associate with Brakes
No hostile reaction to the fuller picture being exposed
Positive responses also to the success and size of Brakes as a foodservice player
August 2010
Cambridge Direction

27. Name change – No issue Not an issue for respondents – to be expected
When respondents were told that the name of the company might change from O’Kanes to Brakes, the response was essentially the same as that to the takeover:
“Name change - it wouldn’t come as a complete shock to me and it wouldn’t prevent me from buying from them.” NI
“Not a problem... no residual fondness for the O’Kanes name ... would be strange for a while ... but you kind of get used to it. I used Brakes in England ... It‘s not a new name.“ NI
“ A name change would be no change for the better or the worse – because we’ve been deaing with them for a long time, so we’re used to dealing with Brakes, that’s what is says in the brochure and we go to the Brakes website. It’s been a double name company for quite a while now.” NI
“Dealing with Brakes: they have Brakes on their vans already .. wouldn’t bother me in the slightest, wouldn’t change anything ... as long as I get my products and prices coming in.” NI
“Name change: that’s fine, I knew them as Brakes anyway ... O’Kanes is a kind of pen-name for Brakes in my head.“ ROI
“Name change: doesn’t make any difference ... up to 2-3 years ago I never heard of them .“ ROI
August 2010
Cambridge Direction

28. Name change – It’s the quality, pricing and service that counts
Not an issue for respondents – just keep delivering what is good
Most respondents said that a change in name would make no difference to them, so long as the product quality, pricing, and service remained unchanged:
“Sale of O’Kanes to Brakes, doesn’t really bother me, as long as we’re getting our deliveries on time and its all generally good quality, I wouldn’t have any problems with that. There’s always bigger fish in the sea that are going to gobble up the bigger companies, that’s the way of the world, it happens. Probably some benefits for Brakes themselves, but for us it’s business as usual .” NI
This was especially the case since most respondents already had an understanding, albeit vague, that there is some connection between the two
At the end of the day it appears that it’s the delivery of the products and service that is more important than the name of the company
August 2010
Cambridge Direction

29. Name change – consolidation for the better
The way of the world
Several also remarked that corporate consolidation is the way of the world, a process that some said they have had experience of in the case of other companies – for example Hendersons:
“Brakes takeover of O’Kanes: I suppose it’s progress, it’s happening ... more and more mergers.” NI
“Overall, this kind of consolidation of food supply companies makes it a lot handier for someone like myself to do most of my dealings with one company – especially when the prices are so much better, than dealing with a number of small companies ... I’m all for it!“ ROI
Moving in a positive direction
Since Brakes is typically viewed as the element in the O’Kanes offer which gives the company a special appeal and dynamism, for most respondents it would seem to be the case that the name change carries positive, progressive possibilities
August 2010
Cambridge Direction

30. Name change – North and South
Clarifying the situation
Overall there was a sense that, although it wasn’t a pressing problem, some greater clarity of identity would be welcomed – especially by respondents in the South, who have no historical sense of O’Kanes
Some respondents in the South, specifically those who knew more about O’Kanes’ historical involvement with Castlemahon, were more actively enthusiastic about the name change – since their perceptions of O’Kanes, at least on a corporate level, tended to be more negative
In addition, respondents currently dealing with Musgrave – especially in the South, but also in the North, were happy to hear that there would be greater competition for what they are clearly currently experiencing as unsatisfactory
On the other hand, some (albeit a minority) of Northern Irish respondents, especially those in and around the Ballymena area, expressed some degree of regret for the passing of a local name - but it should be noted that only one respondent proactively preferred and recommended the retention of the O’Kanes name
August 2010
Cambridge Direction

31. Visual stimulus
August 2010
Cambridge Direction

32. Branding – “Brakes Ireland”
Neutral to negative response
Not surprisingly, the actively negative responses to this option were encountered in the North of Ireland where respondents were sometimes, but by no means always, actively rejective of this option on the grounds that it would be problematic by touching on historical sectarian problems:
“Brakes Ireland – the thing is that Ireland, they’re very politically correct, that one wouldn’t really be a good one – with everything that’s happened in Ireland, because you’re mentioning. It’s just ... Northern Ireland is a very divided country, there’s a lot of very bitter people.” NI
“Ireland: wouldn’t bother me ... but some people really funny about it, if I was their company I wouldn’t want to be in that position (ie antagonising people with sectarian sensitivities) ... should say Brakes UK ... But this does nothing for me.” NI
“’Ireland’ - looks nice ... colourful ... OK ... But makes you think it’s coming up from the south .. I’d prefer ‘fresh’.” NI
In the South it was not problematic in this way, but neither was it especially compelling
Another criticism of this option, both North and South, was that it is simply an assertion of corporate identity, and that in contrast with the other branding options, it carries no food-related brand values or story
August 2010
Cambridge Direction

33. Branding – “Fresh Ideas”
A lukewarm response rather than enthusistic
Reactions to this option were generally quite positive, on the grounds that it suggests both an emphasis on ‘fresh food’ and also includes the idea of new, innovative ideas which would be of assistance to caterers in their daily work:
“Fresh food ... it’s a positive image.” NI
“Fresh means they’re up to date, they know what’s going on in current trends in the food market ... you know.. they’re a switched on company basically.” NI
But, there was a greater level of indifference, and some criticised it as not spelling out the company’s involvement in foodservice (this despite the fact that the van-side pictures display fresh food).
“Fresh ideas: it’s a bit cold ... it looks OK, but ... not exactly posh ... it’s OK ... a bit corporate ... does nothing for me.” NI
“Not too sure, a bit non-descript ... looks OK, nothing too striking.“ ROI
“I’m not sure if it’s the right information in there unless you knew the company already ... I don’t know what they’re trying to say.“ ROI
Respondents needed more than just “Fresh ideas” reflecting, perhaps their lack of knowledge about the position Brakes has within the wider foodservice market
August 2010
Cambridge Direction

34. Branding – “O’Kane” The O’Kane branding was not appreciated
This branding was rated the lowest by respondents
Virtually all respondents actively rejected the current O’Kanes branding option on the grounds that it is “old-fashioned“, “industrial-looking“, and “confused“:
“O’Kanes (laughs) the old one .... oh it does say Brakes ... clear what it is, says foodservice ... sounds like hospital catering ... Hendersons dropped the words ‘foodservice’.” NI
“Says the two companies merging ... it looks bland, boring, just a company name ... no special message.” NI
The chicken connection did not help:
“O’Kanes: the old O’Kanes – I’d be quite happy to see the back of that one ... because of the chicken link ... I can’t think what they were called before they were O’Kanes.” NI
“O’Kanes: very plain compared with the other three ... hard to say what it tells you ... because I know O’Kanes, I think of a chicken company.”NI
August 2010
Cambridge Direction

35. Branding Brakes – Fresh Ideas – Great Irish Produce
Overall, the preferred option was unquestionably Brakes – Fresh Ideas – Great Irish Produce
This was felt to include the benefits of Fresh Ideas – new ideas for chefs, an emphasis on fresh food – with an emphasis on ‘local’ produce communicated by the phrase Great Irish Produce:
“Great Irish produce: that’s the better of the three – suggests that the produce is fresh and home-grown, from local farmers and suppliers. It’s Irish produce ... yes, I’d say that that’s credible ... that’s what people are thinking and talking about: not just about the money ... you have to help local suppliers.” NI
“ That’s the best of both ... joining up what the previous two say ... talking about Irish produce is good because it means food … grabs me more ... if people who knew about Brakes from before as one of the biggest UK companies and see a Brakes truck with just Fresh Ideas – it’s another Argos or LIDL truck bringing in food from outside the country ... this one is saying its got Irish produce, implies that it‘s buying from local suppliers. If they put great Irish produce on the wagon ... they’d better be!.“ ROI
By and large, even in the North, the phrase Great Irish Produce had a very different connotation from Brakes Ireland – the latter referencing national identity, the former implying ‘local-ness’:
“Great Irish Product: Makes you think they’re using Irish – are they? Also visually appealing: more vegetables in the pic.” NI
August 2010
Cambridge Direction

36. Branding Brakes – Fresh Ideas – Great Irish Produce
Great Irish Produce – it needs to be!
The one possible issue with this branding option is one of credibility
Respondents quite frequently said that they do not see Brakes currently as a supplier of local, Irish produce
A feeling that Brakes would have to be seen to be sourcing proportion of its range from Irish suppliers, if it was to make this claim:
“Fresh Ideas, great Irish produce: would that be true? Would it be Irish produce or would it be just coming across from England?”
“Great Irish Produce: if they’re selling it fine, but ... we know that they don’t ... if they put that on the side of the truck, they have to stand behind it.” NI
“Local” a strong card to play but one that is carefully watched
A loyalty to ‘local’ produce is a key characteristic of caterers in Ireland, North & South, and is also felt to be important to the end consumer
August 2010
Cambridge Direction

37. Branding Brakes – Fresh Ideas – Great Irish Produce
Political issues
It should be noted that a small minority of respondents in the North felt that any reference to Ireland, even in this format, was a negative
In the South there was less concern of references to Ireland and Irishness as these carry no historical, sectarian connotation, however, their issues were on the grounds that Irish product and service is not always expected to be the best or the best value
These issues both North and South were only minor
August 2010
Cambridge Direction

38. Branding – The Scores
Proposition
Northern Ireland
The Republic
Total
Brakes Fresh ideas
6.5
5.9
6.3
Brakes Ireland
5.2
5.5
Brakes Fresh Ideas
Great Irish produce
7.5
7.1
7.3
O’Kane Foodservice
3.6
2.4
3.1
Based on 36 scorings
August 2010
Cambridge Direction

39. Branding – The Scores Brakes Fresh ideas – Great Irish produce
This is the overall preferred route both North and South
The territorially neutral Brakes Fresh ideas is the second in terms of scoring
Brakes Ireland, while liked in the South, is not strongly favoured in the North
There is no strong liking for O’Kanes
The recommendation would be to go with Brakes Fresh ideas – Great Irish produce
However there has to be a visible commitment to using locally sourced Irish produce to justify this claim
August 2010
Cambridge Direction

40. Cambridge Direction