How Broderick’s uses Coges and Pay4Vend to connect with thousands of customers every day

After modernizing operations, Broderick’s took things further.

It wasn’t just about reducing service calls or improving cash flow. The next goal was far more ambitious:
turning vending into a tool for engagement — a way to build loyalty, deliver rewards, and give machines a personality.

Our client – Broderick’s

Broderick’s began in Manchester in 1969. What started as a small family-run business today has grown into the second largest vending operator in the UK.

With a fleet of over 2,000 machines across offices, universities, airports, gyms and retail sites, Broderick’s serves thousands of customers daily. But scale isn’t what defines them — it’s their mindset.

From cold machines to loyal customers

The journey started with a small pilot: just six Coges readers installed at Manchester Metropolitan University. Within days, students were registering through the Pay4Vend app, claiming rewards and interacting with the machines in ways traditional vending couldn’t support.

Broderick’s saw the potential — and scaled fast.

“It let us run promotions, offer freebies, monitor what people buy, and plan stock more intelligently,” says John.

Today, the app is live across 2,000+ machines, serving as a direct line between Broderick’s and their end users.

Smart campaigns based on real-world context

With full connectivity, Broderick’s can launch location-based, time-based, and weather-based promotions — instantly.

• Cold day? Customers get a free hot drink.
  
• Heatwave? Here’s a free bottle of water.
  
• Christmas? Text Santa to win a voucher.
  

“It gives us a way to engage — not just sell,” John says.
“People don’t expect a vending machine to reward them. Ours do.”

ⓘ Learn more: Loyalty app Pay4Vend

Making vending part of the brand experience

Broderick’s also uses Pay4Vend to collaborate with major food and beverage brands. Promotions include:

• Product sampling
  
• Loyalty rewards
  
• Feedback surveys
  
• Repeat purchase incentives
  

It turns every vending machine into a brand activation point — with measurable results.

“Brands love it,” says John.
“They get data, feedback, and loyalty — all in one channel.”

Engagement that matters — even during a crisis

During the COVID-19 pandemic, Broderick’s used the app to support NHS frontline workers.

With hospital access restricted, they launched a simple campaign: donate £5 through the app, and Broderick’s would deliver a free meal and personal message to NHS staff.

“It was safe, contactless, and meaningful,” John explains.
“It was the only way to put something directly into the hands of people doing incredible work.”

Helping customers through tough times

Broderick’s also adapted to rising living costs. Any customer who tops up more than £10 through the app automatically receives a 10% discount on all vending purchases — no codes, no forms, just immediate support.

“Sometimes it’s not about the transaction,” says John.
“It’s about showing people we understand. That we’re not just here to sell.”

A better business, from operations to experience

In Part 1, we explored how Broderick’s used Coges to transform their operations — from cash collection and stock control to service calls and payment reliability.

But the real story is how they used that same infrastructure to build something more:
a vending network that talks, listens, and connects.

“We want people to feel like they’re part of something — not just buying from a box,” says John.

Broderick’s didn’t just solve old problems.
With Coges, they created a new standard — for how vending can run, and how it can feel.