Spotlight: Birchall Foodservice

managing director

We spoke to Justin Birchall, managing director at Birchall Foodservice to discuss technological changes within their wholesale operations.

In the last five years, our business has made huge changes from a technology perspective. One of our notable changes includes introducing new routing software to help us plan our vehicles’ journeys more effectively and efficiently. We also introduced digital e-requests for our buying and purchasing ledger procedures, which reduce manual intervention and ultimately save us time.

Read more: Birchall Foodservice supports caterers with upcoming Natasha’s Law

Perhaps our biggest technological change has been the development of our own purpose-built e-commerce platform for caterers; OrderMate. This project has been four years in the making and was fully launched in April this year. Available in both app and desktop formats, OrderMate not only allows customers to order online, manage their menus and save lists for a catering event, but it also lets them view live allergen and nutritional information through our collaboration with Erudus.

Read more: Birchall increases vehicle fleet by 12

Looking to the future, we are developing further enhancements for our OrderMate app. We will also be testing electric vehicles for both deliveries and our field sales team and exploring robotics for our warehouse operation.

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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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