Birchall wins e-commerce award


Birchall Foodservice picked up the ‘Innovation’ award at this year’s Burnley Business Awards for the success of its e-commerce platform; OrderMate.

The award, which is judged on digital innovation, technological robustness and creative originality, is the fourth honour that the Country Range member has picked up at the Burnley Business Awards after winning medium business of the year in 2015 and 2019 and business of the year in 2017.

OrderMate was launched in 2021 and provides a complete ordering and product catalogue solution for caterers in the care, education and hospitality sectors. It offers live allergen information, cooking instructions and more for the majority of the wholesalers’ 6,000 strong product range, and allows caterers to order any time of the day from any location.

Read more: Birchall Foodservice drivers now carrying vaccination status badges

Louise Birchall, sales director at Birchalls said “When we developed OrderMate, we wanted to create something bigger and better than a simple ordering platform. We wanted to provide solutions for caterers’ common pain points, such as being able to quickly find live allergen information for products and being able to create shopping lists for different menu cycles. We’re delighted that so many of our customers are using OrderMate and we’re incredibly proud to have won the Innovation award because of it.”

The IT and marketing teams at Birchalls are currently working on the next enhancements for OrderMate, including a fully integrated payment portal and a barcode scanning feature.

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Paul Hill is the Editor of Better Wholesaling. He can be found on Twitter at @BW_PaulHill, or contacted via and 07960935659.


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