Vivas helps on-trade prepare for the Olympics

Published: 09 March, 2012

Food and drink distribution company Vivas is offering all on-trade outlets inside the Olympic Route Network bespoke services to cope with the extensive road closures during the Games.

Flexible delivery options will be available throughout the summer to give the on-trade a chance to maximise sales opportunities during the Olympics.

The official Olympic Route Network will be off limits to non-Olympic traffic between 6am and midnight each day during the Games, making "bespoke coping mechanisms" more vital than ever, according to Vivas.

Initial findings show that while customers located close to the Olympic Park are most prepared, it is those around the peripheral venues that could be caught out. The ORN will also affect Greenwich, Earls Court, Horse Guards Parade, Hyde Park, Lord's Cricket Ground, Wimbledon and Wembley in the capital, as well as Eton Dorney, the Lee Valley White Water Centre, Hadleigh Farm in Essex, and Weymouth and Portland.

Vivas will also be advising customers on how to generate footfall with drinks activity for those venues that are off the beaten path and will need to work hard to give people reasons to come in. These promotional drivers include sharing platters with wines from medalling countries, competitions to win glasses of fizz when Team GB wins gold and using social media drivers to alert customers to events.

Marketing Manager at Vivas, Henry John, said: "Flexibility is going to be key during the Olympics, and whilst we are putting plans in place to deal with the disruptions, we will be working with our customers to ensure any last minute disruptions and changes to orders can be handled.

"The majority of our customers, especially the smaller operators with limited storage, rely on daily deliveries so operating an effective delivery system will be crucial to their smooth running. We are also expecting last minute orders from customers experiencing unforeseen spikes in alcohol sales once the Games are underway, as it is so difficult to predict the impact they will have at this stage."

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