Yummy Time For Jutc

Observer senior reporter

Friday, July 13, 2018

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IN an effort to encourage commuters to use Jamaica Urban Transit Company (JUTC) Smarter Cards, and demand a ticket upon the payment of bus fares, the bus company is teaming with The Baking Enterprise (Yummy) to launch their Summer Road Show, Yummy Time, at the Half-Way-Tree Transport Centre in Kingston.

The Baking Enterprise is the creator of the Yummy line of baked products, including their very popular Easter buns.

As part of the promotion, commuters exiting a JUTC bus will be given goodie bags with Yummy products between 6:00 am and 9:00 am.

Novea Henry, Yummy Bakery's marketing and communications manager, explained her reasons for partnering with the state-run bus service.

“It is one of the most effective ways of connecting with the mass market. Yummy Time is about creating an event out of everyday life and the commuters of JUTC buses are seen as truly deserving.

“Life on the road is not easy when driving your own vehicle and it's twice as hard for commuters, who many times rush out without even a cup of tea just so that they do not miss their bus. Yummy wants to make a difference, even if it means one morning. That morning could possibly be a morning when a child or an elderly missed their breakfast simply because it was not available,” she told Jamaica Observer's weekly Auto magazine”.

Henry also said she supports the bus service because of its safe and more affordable rides.

Cecil Thoms, corporate communications manager at the JUTC, said the company wants to push the usage of its Smarter Cards, as it aims to go cashless although most commuters continue to make cash payments.

“In addition, we are celebrating a significant milestone, our 20th anniversary and we thought that such a partnership is a win-win for both us and our customers,”said Thoms.

He noted that more than 200,000 people ride the JUTC buses per day, and this is a ready demographic for Yummy to showcase the goods they they are relaunching.

“It will therefore build brand awareness of the two companies goods/services,” said Thoms.

“The aim of the campaign is two-pronged. It is to encourage passengers to pay their fares using Smarter Cards, as we increase efforts to go cashless. Secondly, we are hoping to boost ridership and revenue with the promotion. During the summer period, our ridership declines. In partnering with Yummy, passengers will be incentivised with Yummy products, once they have a smarter Card or a bus ticket,” he added.

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