Key new client win for MealTrak

Consumer tracking programme MealTrak has signed up A.F. Blakemore & Son as a new client.

A.F. Blakemore is the largest SPAR wholesaler in the UK and owns 263 SPAR stores across England and Wales, as well as supporting its independent SPAR estate through Blakemore Trade Partners.

MealTrak is a continuous tracking programme for food-to-go and out-of-home consumption, surveying 36,500 consumers a year about their food-to-go/out-of-home eating occasions from the previous day.

“We are delighted to welcome A.F. Blakemore as a new client and we look forward to demonstrating the value of the MealTrak dataset with Blakemore and their suppliers,” Nick Blake, founding partner of MealTrak, said.

David Cooke, group commercial director at A.F. Blakemore & Son, added: “Our partnership with MealTrak will help us accelerate our journey to blur the lines of convenience store and food-to-go retailing. Our most recent SPAR store launch at Brindley Place, Birmingham is testament to this, with the introduction of Philpott’s food-to-go concept. We are now better servicing our customers with delicious food for now and food for later solutions, and seeing a significant uplift in our like-for-like sales since go-live.”

Tom Fender, development director at TWC – MealTrak’s data partner said: “MealTrak is one of the most established sources of market intelligence and insight on food-to-go, an area of huge strategic importance to A.F. Blakemore. As experts in the wholesale route-to-market as well as data partner to MealTrak, the opportunity to work with the Blakemore team is a perfect fit for us.”