When Westways Vending won the 2022 Vendie Award for Best Regional Operator, it wasn’t just a celebration of one great year — it was recognition of ten years of consistent growth, high standards, and commitment to service.
Much of that journey has run side by side with SB Software and Vendmanager. Now, after a decade of collaboration, the Westways team continues to raise the bar — powered by people, technology, and a mindset of always getting better.
The start of something long-lasting
Westways and SB Software have a shared history that began with a seven-hour product demonstration. “It was the most thorough we’d ever done,” remembers Simon Black, MD of SB Software. “I thought we’d blown it at the end when Ian said, ‘Thanks — we’ll be in touch within a year.’ But ten months later, he called. The rest is history.”
From that first call, the partnership became fast-paced and forward-moving. “Once we committed, it was full speed ahead,” Ian Baker confirms. “We’ve never stopped improving — and we never plan to.”
From family car to award-winning fleet
Ian, Linda, and Natalie Baker — Managing, Operations, and Finance Directors respectively — run Westways as a tightly knit leadership team. Each brings distinct strengths, but all three are aligned in vision and values.
They remember their early days vividly: filling machines from the boot of the family car, taking shifts as a family, naming the company after their house at the time. Fast-forward to today, and the business now includes multiple warehouses, a full operations team, a growing salesforce, and a newly expanded fleet of vans.
That transformation didn’t happen by accident — it’s been driven by values, discipline, and technology working in sync.
A decade of smart deployment
Every major step Westways has taken with Vendmanager has been deliberate. Their team evaluates tools rigorously before adoption — but once a decision is made, they go all-in. The results are tangible.
Take Datakey, for example: “With Datakey, we saved time, improved accuracy, and ensured consistency from day one,” says Ian. Today, it also enables automated price updates across the estate — solving a widespread industry challenge of pricing inconsistencies.
Each tool they adopt is made stronger when combined. Vendmanager’s Live Data made Single Walk more effective. Add Datakey, and it became even faster and more accurate. Now, Westways is evaluating Databridge and other advanced tools to continue that trajectory.
Three pillars: people, beliefs, and technology
During the course of the case study, the Westways leadership helped frame their vision around three interlocking elements:
- People: They prize knowledge, skills, and relationships — internally and externally. “Without our people, we don’t have anything,” says Linda. Vendmanager supports them with clarity, accountability, and consistency.
- Beliefs: “We set out to keep an open mind and seize new opportunities,” says Ian. This mindset drives their willingness to evolve, adopt, and learn.
- Technology: “Data is key,” says Natalie. “Why guess when you can know?” Vendmanager gives them visibility and insight at every level.
Together, these elements form a model for running — and growing — the business.
Vendmanager: the engine room
Across Westways, Vendmanager powers every department. In operations, it enables planning, tracking, and reporting. In finance, it supports invoicing and auditing. In sales, it gives up-to-date data for smarter conversations. And in service, it helps engineers and controllers manage installs, repairs, and preventive maintenance.
Let’s look at a few voices from the team:
Adam Barnard, Operations Manager
“I make things more efficient,” Adam says plainly. He comes from a manufacturing background and brings a laser focus on process.
“Vendmanager is the heart of the operation. It gives me everything. I can see where operators are, what they’ve done, and where I need to focus.” He values the dashboard, Visit Manager, and especially his custom reports — developed in collaboration with SBS — to track key metrics fast.
His favourite stat? Price changes used to take nine minutes. Now, thanks to Vendmanager and Datakey, they take one.
“I’ve worked with a lot of bespoke systems in other industries. Vendmanager is the best sector-specific software I’ve ever seen.”
Simon Howe, Service Controller
Simon handles new installs, fault logging, parts ordering, and service scheduling. He calls Vendmanager his “reference library.”
“Everything’s there — photos, specs, warranties, service history. I can set prompts for maintenance, log faults, and manage engineers remotely.”
He’s been with the company nearly ten years and offers two tips to new users:
- Put the system to work — it benefits everyone.
- Skip the flowery language in comments — stick to facts.
“Vendmanager makes my life so much easier. It’s my one-stop shop.”
Matt Lovett, Regional Sales Manager
Matt uses Vendmanager daily, even if he’s not deep into the details.
“It gives me the key data — equipment info, top sellers, stock and waste. That helps in pitches and client conversations.”
He’s happy to let the system work behind the scenes. As he puts it: “It’s like my mobile — I don’t know how it works, but I wouldn’t want to be without it.”
A business built to grow
Westways continues to plan ahead. They’ve opened a satellite warehouse in Worthing to cut down on “dead runs” and are scoping out another. They’re doubling their sales team. They’ve just ordered eight new vans. They’re thinking about a bigger HQ.
And they’re not just operating—they’re shaping the industry. Natalie now sits on the board of the AVA (Automatic Vending Association), and Ian on the AVS (Associated Vending Services).
Their success is built on consistent values—paired with a willingness to evolve.
A decade of trust, looking forward to more
SB Software and Westways haven’t just worked together — they’ve grown together. As Ian puts it:
“We know you’re good listeners, and we like to think we’ve helped influence your product development. We host prospects for you, because we believe in what you do.”
That belief goes both ways. Over ten years, Westways has become a benchmark for what’s possible when you pair ambition with the right tools and team.
As they roll out Databridge, explore cashless integration, and evaluate new features like Automated Fleet Routing and Visit on Demand, they’re focused on the future—but grounded in the same values that got them here.
“It’s okay to look back,” Ian says, “but try not to stare.”
Fast Facts
- Westways won the 2022 Vendie Award for Best Regional Operator in the UK.
- Price updates now take 1 minute—down from 9—thanks to Vendmanager and Datakey.
- The company is expanding routes, warehouses, and its fleet to support growing demand.
- Vendmanager powers every department, from service and sales to operations and finance.
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