Post Xmas update.

Now that Christmas is over it is interesting to briefly review the busiest time of the year for the catering industry and see what the most popular products were. I know how much food and drink gets consumed as this time of year and I do feel like I was single handedly responsible for the rise in food and drink consumption.

2013’s number 1, in terms of most searched for on, was Red Bull. No. 2 Coca Cola, 3 Peroni Nastro Azzuro Beer, 4 Diet Coke and 5 Jack Daniels.

In addition we launched a new Knorr soup on behalf of Unilever Food Solutions which has proven to be very successful and we have lots of requests for free samples.

We are also about to launch a new cheese on behalf of another one of our partners and I will blog about it once this has gone live.

We are very excited about 2014 and wish you all a very happy, healthy and successful one.

Happy New Year


The Improve That Price Team


Coca Cola, the most searched for product on

There are currently just under 20,000 products listed on and in November the most searched for product was Coca Cola.

Coca Cola is the one product sold by every food service company in the country.

It’s the one product that everyone tries to use at some point for promotions and its price can vary from currently £6.59, from McTurks, to £11.28 from 3663, although the price from suppliers can vary depending on where the depot is located.

Since prices at are constantly updated users will always know where to buy Coke at the best price. It is, however, recommended to also compare prices of other products as it may be that suppliers increase prices elsewhere to compensate for the ‘cheap’ Coke.

To compare more than just one product there is the basket facility available where an unlimited number of products can be compared instantly.

Are price comparison sites good for business?

A recently published article in an industry publication, Better Wholesaling, discussed the effects Improve That Price and other similar sites could have on the wholesale market. Although many wholesalers are in favour of a site that will compare them, there are some who suggested that they were concerned that a site such as could not accurately compare them as they have different prices for different customers especially customers who buy in volume.

This, however, is one of the reasons was set up initially, to give smaller businesses, such as the local corner shop, an opportunity to buy at the same prices as the larger ones, the Tesco local etc.

All suppliers compared on are compared accurately and objectively as the site is 100% independent and will remain independent.

It is true that it is not all just about the price from a wholesaler but also down to service, deliveries and availability of products. The customers must therefore ensure that they buy where they get the best deal for themselves using as a tool assisting them in making and informed decision and leaving feedback on the site to help future users in choosing the right supplier.

A comparison site for the catering industry, or any industry for that matter, creates transparency and competitiveness on a wide scale with benefits for the wider economy.


Improve Your Price

18 months ago Improve That Price was launched with the aim of helping SME’s in the catering industry save money on their daily purchases.

Improve That Price helps users, searching for a particular product, find relevant, accurate and current information across all areas related to the catering industry.

There are wholesalers in the catering industry that list prices in catalogues and on websites at higher levels than they would actually sell for and depending on the size of a business and the relationship they have with that business the difference in cost can be substantial.

Sites like Improve That Price are starting to change this  way of doing business by making the wholesale market more transparent. Those suppliers and wholesaler who want to be leaders in internet sales and have one price for all will, in time, drive down prices.

Surely the cost to the supplier when a customer uses the ‘click and collect’ feature, which is increasing in popularity,  is the same whether a customer buys a pallet or a case

Those who are less willing to open up and have a fair pricing structure in place will eventually loose out.

Not all suppliers are keen for this change to happen but this change is inevitable.

It pays to compare!

As a business owner it is possible to occasionally loose sight of some areas of your business due to the fact that you rely and trust your employees to perform in the best interest of your business but, as we know, this is not always the case.

There are suppliers who you and your employees build relationships with over the years and you assume that you are being well looked after and in some cases this may be true but I know that when it comes down to my business, I want to know exactly where my money is going to and know that I am getting the best price possible.

We know what happens when one assumes! makes comparing your suppliers as easy as possible and gives the business owner the tools to be able to achieve the best possible deal for his business. If, for example, a business owner is looking to buy Coca Cola cans, currently the most searched for and clicked product on, then there are several prices to choose from ranging from £6.59-£11.28. These are massive differences and can make a huge difference to any business. Below is a link to that page:

Improve That Price also offers a catering equipment category which is certainly not a category used daily by businesses but the savings can be substantial. From the hand stick blenders to the kitchen sink its pretty much all there.

There are several other categories worth checking out.

Will keep you posted with any new developments.

Happy saving!

Strategy through analysis

When planning ahead for your business it is crucial for to understand the pricing structures of the competition, especially for identical product lines.

At Improve That Price we are developing an analytics tool whereby a user can choose a specific product line and compare, at a glance, the pricing structures of the competition.


This can help in deciding on promotions and pricing products in line with other traders.

Deal or no deal: what will price-comparison do to wholesale?

The title of this blog is taken from this month’s Better Wholesaling magazine (link below) and the question really is what impact Improve That Price will have on the wholesale/retail industry or if your products are well priced why not be compared?

In the article there are wholesalers commenting about having different prices for different customers especially customers who buy in volume. It seems that some suppliers fear that Improve That Price might damage their business model of keeping the ‘special prices’ for their ‘special customers’. Bellow are three comments by wholesalers taken from the article:

  1. IT COULD ENCOURAGE CUSTOMERS TO CHERRY-PICK: Customers could be tempted to buy the cheapest product at the cheapest time, which Landmark suggests could impact margin.
  2. SAVVY RETAILERS AND FOODSERVICE OPERATORS ALREADY KNOW THEIR STUFF: Customers don’t have much time to spend on price-comparison sites, when many know the market anyway.
  3. CUSTOMERS WANT TO COMPARE MORE THAN JUST PRICE: Retailers, caterers and foodservice outlets want to compare other areas of service, such as availability and deliveries.

When Improve That Price was created it was with the SME’s in mind and if a business can ‘cherry pick’ to stay profitable then this is the right way forward. When I ran my small business, part of the regular tasks was to improve the bottom line, which one would always make time for, and when attempting to do this there are usually two options:

  1. Increase prices.
  2. Improve your COS.

When a business increases its prices usually it tends to loose a number of customers and therefore the ideal option would be to improve the cost of sales as the profit is in the buying.

It is important that a supplier has good stock availability and that deliveries are regular and on time but should any of these basic requirements be unsatisfactory then users have the ability on Improve That Price to leave feedback for the supplier in order to inform their colleagues and keep the suppliers on their toes.

Improve That Price’s aim has always been to provide the most up-to-date information as possible for the 99% of businesses that do not poses the ability to purchase in bulk or buy in volume but are limited to buying the products they need as price marked. It is in the interest of these SME’s to compare suppliers as they make up the bulk of the sales for many wholesalers.

Keep comparing, keep saving and don’t keep calm!

Cash & Carry on Improve That Price

Improve That Price, launched 18 months ago, has since that first day increased its list of suppliers from 3 to 61 and the list is growing, with user numbers also increasing month on month by an average of 50%.

However, its only recently that we added Cash & Cary as we feel that if we are to give a true price comparison of the entire food/drink/catering industry then it goes without saying that Cash & Carry retailers must be included as so many of our users buy from them regularly.

Users are now able to compare the likes of Costco, Bestway and Bookers and understand, at a glance, whether its worth making that trip to the local Cash & Carry, get it delivered or preorder from the distributor and collect.

One has to take into consideration when going to a Cash & Carry additional costs and inconveniences such as: 1. the traffic, 2. travel time, 3. shopping time, 4. queuing at the till time, 5. lifting the goods from the trolley to the till and back and into the van and out. 6. fuel. I am sure there are more inconveniences but if the Cash & Carry are so much cheaper then perhaps this might be worth the effort as it is all about that bottom line and we do for our businesses whatever it takes!

We believe that even in our very traditional industry the internet is the future and when a business owner has the option to go into the stock room, scan with their Improve That Price phone app all the products they want to order for delivery and choose, via the app, the cheapest supplier for that particular order at that moment then that must be the way forward.

The industry is undoubtably moving towards the internet and I am happy that we have a small part in this change for the better.

The entrepreneurs helping small businesses find a price that’s right

On the 19 May 2013 an article in the Sunday Telegraph was published about Improve That Price and how the site is helping SME’s to save money on their regular purchases.

The article also highlighted the fact that some of the companies that are being compared are not happy with having their prices on These companies are substantially more expensive than other distributers. One company even suggested to “take further action” should their details not be removed.

This is positive feedback which we like as it shows that we are doing something right. We want companies to complain about us, we want them to be unhappy that we are comparing them against much cheaper suppliers and we want them to reduce their prices so that small companies also have a chance in this competitive market where its always the big players who manage to negotiate better deals due to the buying powers they have.

SMEs accounted for 99.9 per cent of of all private sector businesses in the UK of which a large number is in food and catering.

Check out the link below to the article in the Sunday Telegraph.

How do you know?

Have you ever thought about how you know that your website is giving the service your users want and need?

Of course there are several ways to check the popularity of your site, there are the visits you can count or bounce rates you can check, there are page views and average time on site. These are all really great tools that give you an overall picture of how you are doing and how well your site is being liked.

The best way to know if your site is successful, is it making any cash?

I get it, but I myself am not happy with it because I always think to myself “why is the bounce rate so high” or “is this all the time they spend on my site???” It could and should be always better, right? It also could and probably should also make more cash!

In my my opinion, nothing beats speaking directly to our users, getting firsthand feedback, watching them actually using the site and making notes as to where they click or don’t.

You can’t buy this kind of information and even if you could how could you be sure that the feedback you are getting is relevant to your particular site?

Improve That Price was designed for small businesses and helping them get the best prices possible in these really hard times. I had a small business and know how difficult it is to try and compete against the big players and the leverage they have over suppliers. We aim to level things a little, making the wholesale market more transparent. Showing SME that they can also get good prices to tempt the customers they lost back.

We ar doing this by offering a service which is tailored around the needs of small business. We are able to do this as this is our background meaning we have been there our selves and understand their needs.