Bidfresh Uses Podfather Logistics Software to Support Customer Service Values
Overview
Bidfresh, a subsidiary of Bidcorp UK, is a supplier of fish, fresh produce and dairy to the catering and hospitality sectors. The business delivers quality fresh produce across the UK to Michelin-starred restaurants, pubs, hotels, schools and colleges, as well as contract caterers.
The operation currently consists of 10 individual businesses which all operate under a central brand. Bidfresh manages its logistics across ten regional, branded depots alongside its headquarters in Southport, making around 15,000 deliveries a week using a fleet of approximately 180 vans.
10
businesses in the group
15,000
deliveries a week
100 +
vehicles
Challenge
Bidfresh and its Direct Seafood brands experienced ongoing growth in scale, geographic coverage and complexity, which intensified transport management requirements. The business has had to navigate a more cost-pressured environment with fuel, labour and compliance requirements all heavily impacting how transport is managed daily.
- Product ranges broadened while order profiles became more fragmented, resulting in smaller drops and tighter delivery windows.
- Rising customer expectations created a pressing need for accurate ETAs, reliable proof of delivery and smooth issue resolution.
- Operating conditions grew increasingly challenging, making it critical to scale the business effectively without losing control or visibility.
Solution
Bidfresh implemented Podfather across all of its regional depots and its Southport headquarters to sit alongside the company's existing order management and ERP systems. The software automatically receives delivery data to build, plan and manage routes, providing drivers with clear and sequenced instructions via the Podfather driver app.
Through the mobile app, drivers are also guided to complete pre and post-use vehicle checks, ensuring the timely notification and resolution of any defects or issues. Once a route is initialized and underway, the system automatically sends automated ETA notifications and updates to customers, allowing them to self-serve live tracking data for their oncoming delivery.
Results
Since implementing Podfather, Bidfresh has successfully managed a growth in delivery volume and complexity, handling more daily deliveries across more sites and accommodating time-critical drops. The system has allowed the business to achieve reduced unnecessary mileage, better transparency with customers on delivery status and complete visibility of delivery performance across all sites.
When on-site, drivers capture date, time and location-stamped signatures and photographs as proof of delivery, which are shared in real-time with the kitchen contact, ordering department or both. This data feeds directly back into Bidfresh's internal processes to bolster customer service, support invoicing and issue resolution, and standardise best practice across all sites using reliable, comparable data.
As the business continues to grow and react to challenging operating environments and conditions, the ability to scale, without losing control or visibility is critical, and Podfather plays a central role in achieving that.
James Cartwright
Supply Chain & Logistics Director, Bidfresh
