Bringing Savings to Retail & Food Service Customers in Tough Times: How On The Rocks Helps Businesses Thrive When Prices Are Off the Roof
The last few years have been a rollercoaster for retailers, restaurants, takeaways, and cafés across the UK. Inflation, energy prices, labour shortages, supply chain disruptions, and relentless pressure on margins have left many business owners wondering: How do we survive when wholesale prices just keep climbing? 📈💸
It’s a story every independent retailer and foodservice operator knows too well. In 2023–24, wholesale food and drink prices across the UK saw increases averaging 10–15%, with some categories like dairy, oils, and frozen convenience foods rising even higher. For small businesses who rely on steady pricing to keep their doors open, this isn’t just a challenge—it’s existential. Many are caught between suppliers passing on every cost hike, and customers who can’t absorb endless price increases.
But here’s the good news. At On The Rocks, we believe tough times don’t have to mean tough choices. There’s another way forward—one where suppliers act less like middlemen and more like true partners, finding ways to cut internal waste, streamline operations, and pass on genuine savings to customers. 💪✨
That’s exactly what we’ve done. While inflation across the UK touched nearly 11%, our price increments have stayed below 5%. And we didn’t achieve that by cutting corners on quality or reliability. Instead, we made smarter decisions: cutting costs where they don’t benefit you (like glossy printed brochures) and reinvesting those savings where they matter most—into keeping prices fair and your shelves stocked. This article dives deep into the challenge of rising wholesale prices, how they impact small businesses across retail and foodservice, and why partnering with the right frozen food supplier or ice cream wholesaler can make the difference between simply surviving—or thriving. 🌍🍦
The Reality of Rising Wholesale Prices
Let’s not sugarcoat it. The wholesale landscape has shifted dramatically:
- Food inflation peaked near 11% in the UK, driving price hikes across essential frozen lines like pizzas, burgers, chips, and desserts.
- Many wholesalers raised prices by double digits, passing every increase straight to customers.
- Small retailers and independent restaurants bore the brunt, with tighter margins and fewer resources to negotiate.
- Reports suggest that hundreds of small food businesses have already shut their doors because costs simply became unsustainable. 🚪💔
When wholesale costs rise faster than consumer demand, retailers and restaurants face three tough choices:
- Raise prices—and risk losing customers to cheaper competitors.
- Shrink margins—and risk not being able to pay bills.
- Cut quality—and risk damaging long-term reputation.
None of these are sustainable. And that’s why the role of the supplier is so critical. A Frozen Food Supplier UK or Ice Cream Wholesaler that simply shrugs and says, “Sorry, prices went up” is not doing enough. Businesses today need suppliers who can innovate, absorb some of the pressure, and think long-term.
⸻
How On The Rocks Does Things Differently
At On The Rocks, we made a conscious choice: our customers should not carry the full burden of inflation. Instead, we restructured internally to protect them.
Here’s how we kept our price increases below 5%, even when inflation hit double digits:
🔹 Cutting non-essential costs – Instead of spending thousands on printed leaflets, glossy brochures, and marketing materials that often go straight in the bin, we invested in digital. Simple PDFs, WhatsApp updates, and online ordering not only save money but also make life easier for customers.
🔹 Streamlined delivery – Our fleet operates 7 days a week, including evenings, with smarter routing to cut fuel costs and maximise efficiency. That means savings for us, and more consistent delivery for you. 🚚✅
🔹 Partner-first mindset – We don’t just sell products; we help customers build sales strategies. Whether it’s advising a takeaway to add a dessert option, or helping a retailer stock more profitable frozen goods, our goal is to grow your revenue, not just push pallets.
🔹 Stable product lines – Unlike suppliers who constantly chop and change, we focus on consistency. That means fewer supply chain headaches and more predictable pricing.
The result? Retailers, restaurants, and takeaways who work with us see not only stability in their costs but also new opportunities to grow their margins. 📊
⸻
📊 The Data Behind Smarter Supplier Choices
Why does the right supplier matter so much? Because small pricing differences add up to big impacts over time. Let’s crunch some numbers.
- A typical independent takeaway spends £3,000–£5,000 per month on frozen foods and desserts.
- If a supplier raises prices by 10%, that’s an extra £300–£500 per month—money straight out of your profit.
- Over a year, that’s £3,600–£6,000 lost. Enough to pay rent, hire staff, or reinvest in marketing.
Now imagine a supplier that keeps increases under 5%. Suddenly, those savings are back in your pocket. Multiply that across hundreds of lines and months of trading, and the difference is night and day. 🌙☀️
And here’s the kicker: the best suppliers don’t just protect your margins—they help you grow sales too. By advising on which lines sell fastest, when to stock seasonal products, and how to avoid costly stock-outs, they become true growth partners.
That’s why On The Rocks positions itself not just as a Frozen Food Wholesaler or Wholesale Ice Cream Supplier, but as a partner in your business success.
⸻
🍦 Ice Cream & Frozen Foods: Profit Drivers in Disguise
When times are tough, many businesses think first about cutting back. But smart operators know the answer isn’t always trimming costs—it’s maximising easy wins. And frozen categories are some of the easiest wins out there.
Take ice cream, for example. Too many people still think of it as a seasonal product. But the data tells another story:
- Ice cream sales remain steady throughout the year, with impulse lines peaking in summer ☀️🍦 and take-home tubs booming in autumn and winter as families gather indoors.
- Q4 (October–December) is a festive quarter when customers actually indulge more. People worry less about calories and more about comfort, meaning desserts, pizzas, and frozen treats fly off the shelves. 🎄🍕🍨
- Adding even a single ice cream option to your takeaway or restaurant menu can boost order value by 10–20%.
That’s why On The Rocks champions frozen categories like ice cream, pizzas, burgers, and desserts. They’re not just “fillers”—they’re powerful, margin-friendly drivers of sales.
For a small shop or café, stocking the right Ice Cream Suppliers UK lines can be the difference between breaking even and turning a profit. For a takeaway, offering meal + dessert bundles is one of the simplest upsell strategies there is. 💡
⸻
🤝 Why Supplier Choice Matters More Than Ever
At the end of the day, every retailer and restaurant has two critical partners: their customers and their supplier. One keeps them alive; the other helps them thrive.
But not all suppliers are created equal. Some operate with a transactional mindset: drop the boxes, take the money, move on. Others, like On The Rocks, see themselves as an extension of your business.
When you choose the right partner, you don’t just buy stock—you gain:
✅ Reliability – No more missed deliveries or stock-outs during peak hours.
✅ Fair pricing – Increases kept to a minimum, with transparency at every stage.
✅ Sales insights – Guidance on what to stock, when, and how to sell more.
✅ Flexibility – 7-day delivery, including evenings, to fit your trading schedule.
✅ Long-term partnership – A supplier who grows only when you grow.
That’s the On The Rocks difference. And in today’s climate, it’s what sets apart the survivors from the success stories.
⸻
🚀 Building a Sustainable Future Together
The food and hospitality industry has always been resilient. Through recessions, pandemics, and inflation spikes, small businesses have found ways to innovate and adapt. But resilience doesn’t mean carrying the burden alone.
With the right supplier, you don’t just fight fires—you build sustainable growth. And at On The Rocks, that’s our mission. To be more than a supplier. To be a partner who keeps prices fair, quality consistent, and opportunities flowing, even in the toughest times.
Because while costs may be “off the roof” today, smart choices can bring them back down to earth. And the smartest choice of all? Choosing a supplier who puts your success first. 🌍💙
⸻
Final Word
Rising wholesale prices are real. Inflation is real. The pressure on small businesses is real. But so is the opportunity.
By working with a trusted Frozen Food Supplier UK like On The Rocks, you don’t just survive tough times—you thrive in them.
You save money. You protect your margins. You unlock growth in categories like frozen foods and ice cream. And most importantly, you gain a partner who believes your success is their success.
That’s not just a supplier. That’s On The Rocks.
🍦 Reliable. 🚚 Fast. 💸 Fair.
The partner who delivers more than just boxes—we deliver confidence, growth, and a future you can count on.
⸻
👉 Want to learn how On The Rocks can support your business? Let’s talk.
📧 support@otrdirect.co.uk | 🌐 On The Rocks
#FrozenFood #HospitalityGrowth #OnTheRocks #IceCreamSuppliersUK #BestWholesalersUK #RestaurantTips #RetailSuccess #FMCG #HospitalityIndustry
