Brakes has developed a comprehensive 'Christmas Your Way' brochure which details ways operators can plan and prepare in advance, enabling them to capitalise fully on the Christmas sales opportunity.

A dedicated Christmas micro-site will go live in early September where operators can download the Brakes 'Christmas Your Way' guide and also have access to template marketing and promotional material, such as posters and menus, to help establishments promote their Christmas offering.

In addition Brakes has also introduced a selection of new products including a salted caramel rocky road Brownie dessert and a braised beef with portobello mushroom, red cabbage and balsamic jus.

Operators can also select from three ready-made customer focused collections at three separate suggested price points - Classic, Deluxe and Ultimate - enabling customers to choose a profit margin enhancing Christmas menu to fit their specific business needs.

The 'Christmas Your Way' guide will feature the new Brakes logo, designed by BrandOpus. The logo will start to be seen across all marketing material and Brakes' lorries from September.

The logo modernises the brand and echoes a renewed emphasis on improving service and communication to customers - the fire represents that at the core of the Brakes business is the food that our customers serve, the two hands on either side represent the dedication of the Brakes team to helping food businesses to thrive, fuelling that fire.

Neil Smith, Brakes' head of food marketing, said: "Christmas is one of the most important periods for caterers so it is critical that operators prepare now in order to best utilise the opportunity so they don't lose out to the competition. Planning from early September enables operators to put themselves in the best place to drive a high footfall and in turn maximise profit.

"Our research shows that decisions about Christmas social events begin to be made as soon as summer is over, so it's important to be ready. 'Christmas Your Way' is all about Brakes working with our customers to create menus that fit their specific business requirements."