Inside the myBrakes Rewards Program That’s Changing the Game in B2B Loyalty
In kitchens across the UK, staying open isn’t just about great food, it’s about making smart decisions in tough conditions. Costs are rising. Staff are stretched. And margins are tighter than ever. For chefs, managers, and small business owners, every pound matters, and so does every order.
That’s the reality Brakes, the UK’s leading foodservice wholesaler and a Sysco company, set out to support. And they did it with more than price points or product variety. They built myBrakes Rewards: a smart, personalized loyalty program that’s become something bigger than a customer perk. It’s become a practical support system for businesses navigating one of the toughest environments in recent memory.
Loyalty That’s Personal (And Actually Useful)
myBrakes Rewards wasn’t built to check a box. It was created to help independent foodservice businesses stay competitive, order by order. That meant building a loyalty experience that’s fast, relevant, and tailored to how customers actually buy.
Powered by CarltonOne’s engagement platform, the program uses real-time data and AI to deliver a loyalty journey that feels truly personalized. It’s not just about spend, it’s also about behavior, timing, and needs.
- A chef who orders poultry regularly might see timely offers on complementary products like seasoning or roasting trays.
- A buyer sourcing allergen-friendly items might get cashback on related SKUs that similar businesses rely on.
- If a customer keeps looking at an item but hasn’t purchased, it may be featured with cashback on their homepage the next time they log in.
The more customers engage, the smarter the experience becomes; shaped by buying behavior, not just algorithms.
Turning Loyalty Into Impact
The results? Pretty powerful, here is just a taste:
- A 4x enrollment increase from their previous program
- 85% of all Brakes sales now come from loyalty members
- Customers spending more and buying across more categories
- Net Promoter Score increase showing clear gains in customer satisfaction
- AI-powered promotions that adjust in real time
- Gamification and recognition tools that drive ongoing engagement
- Personalized member dashboards that prioritize what matters most to each user
- A curated rewards catalogue with everything from equipment to everyday ingredients
- Deep reporting and analytics for smarter targeting and program optimization
But the real shift wasn’t just in sales, it was in how people shop. More customers moved from phone to online ordering. They bought smarter. They came back more often. And Brakes built deeper, longer-term relationships as a result.
Powered by CarltonOne
Behind the myBrakes Rewards experience is a flexible, AI-powered platform from CarltonOne built to scale across complex B2B environments while keeping things simple for the end user.
Here’s what Brakes tapped into:
All of it working behind the scenes to create loyalty that doesn’t feel like a program, it feels like support.
What Other Loyalty Leaders Can Learn
Brakes didn’t just launch a program. They built a model that’s worth paying attention to. Here’s why:
1. Design for your customer’s day-to-day.
Cashback offers and seasonal campaigns aren’t flashy; they’re exactly what stretched kitchens need. Loyalty worked because it was practical.
2. Personalization needs smart tools.
Brakes couldn’t personalize offers for thousands of customers manually. Their AI engine made it possible to deliver the right offer at the right time, to the right person.
3. The best loyalty programs change behavior.
From digital adoption to cross-category buying, myBrakes Rewards helped shift how customers shop - not just how often.
4. Engagement can be simple, but it has to be ongoing.
With gamification and timely nudges built in, customers weren’t just participating, they were coming back, interacting, and seeing value every time.
The Proof Is In The Numbers
The success of myBrakes Rewards shows what’s possible when loyalty goes beyond transactions. When it’s built around real customer needs, powered by smart tech, and supported with the right strategy, loyalty can become a growth engine.
At CarltonOne, we’re proud to power programs like these. And if you’re rethinking how loyalty fits into your customer strategy, we’d love to help you explore what’s possible.
Read the full case study here.