1. “We want to grow with you”
GFS Marketing Project
“We want to grow with you”
CJ Axer
Cody Brant
Anna Kaufmann
Anne McElgunn

2. Behind the Brand GFS Mission Statement: Core Values:
“Our purpose is to serve our customers with the highest-quality foodservice products and services. We achieve this purpose through innovative systems and the spirit and integrity of our people.”
Core Values:
Customer is King
Rewards for Performance
Integrity

3. Weekly spending: $500 % of purchasing: 40%
Restaurant #1
Weekly spending: $500
% of purchasing: 40%
Current Issue: Macy’s Café and Bakery enjoys purchasing unique products from a variety of Cash & Carry stores, but would eventually like to stay loyal to one food distributor to increase convenience.
“Macy’s Café and Bakery is a newly established business in the heart of quaint downtown Hartland. Macy’s pride themselves on quality products with service in a vibrant and friendly atmosphere.”

4. Weekly spending: $900 % of purchasing: 60%
Restaurant #2
Weekly spending: $900
% of purchasing: 60%
Current Issue: Bistro Formaggio is becoming an established business with loyal customers, but sticking to traditional habits, lacks an efficient product purchasing system.
“Bistro Formaggio has been in business for about ten years and has opened up two joint restaurants in the Boston area. Customers rave about the traditional, authentic Italian menu that stays the same from year to year.”

5. Other Factors $ $$$ Distance from store Frequency of store visits
High
Convenience
Low
Bistro
Formaggio
Macy’s
Café & Bakery
Other Factors
Distance from store
Frequency of store visits
Psychological profile

6. The Problem
Gordon food service needs to more effectively transition large marketplace clients to trucking clients in order to continue growth and development within the GFS brand

7. 4 3
Segments 2
$800-
$1000
OTP
$500
awareness
$400 1

8. How Can We Help?
Top-tier “everyday consumer”
Optimal Position

9. Recommendation & Solutions
“Multi-channel capabilities do require some initial investment, but companies can achieve a scale advantage by targeting high-value customers and meeting their expectations.”
- Boston consulting group, The Multichannel imperative
Rec: multichannel
Stats of multichannel
Here’s a company that successfully did it

10. Three Elements Use store as a launching point for trucking clients
Providing incentive for potential transition accounts
Focus on commercial business segments
Optimize stores as a channel for trucking clients
Recipe Sessions and New Product trials
Enhance eMarketing Communication
Reorganize and update website
Promote shift to distribution
Capturing potential transition customers– using the marketplace stores more effectively for both the “everyday consumer” & the trucking client
2. Investing in current customers- GFS has thousands of customers at the marketplace
3. Outdated marketing materials- it is difficult for customer and potential customers to navigate the GFS website and fin

11. GFS Marketplace Store
Using Marketplace store as launching point for development
GFS Customer Cards
Trial Trucking
Focus on capturing prime clients
50%  70%-100%
Bridge the gap between two channels
GFS Customer cards– changing format to allowing all customers to have a discount card for future purchases
Also a way to track and quantify which businesses are spending a target amount and how frequently they are visiting the store

12. GFS Customer Card
Providing incentive for trucking clients to visit the GFS Marketplace store
Different levels
Silver- 5%
Gold- 8%
Platinum- 10%

13. 4 3 Segments 2 1 $800- $1000 OTP $500 PTP $400 E-mail
*OTP – Optimal Transition Point
**PTP – Potential Transition Point

14. Going Back to Your Roots
Exclusive incentive for contract clientele
New Product Trials
Recipe Sessions
Building awareness of Marketplace service to trucking clients

15. E-Marketing
Clear/consistent messaging appealing to smaller restaurants
Simplify website material and design to allow for easier navigating for small businesses
Create “Distribution” tab on Marketplace site
Clear/consistent messaging appealing to smaller restaurants
Simplify website material and design to allow for easier navigating for small businesses
Create segments page including information on different segments (how much $ spent per week, explanation of segment attributes, etc.)
Communication the message that different segments (and different restaurants within those segments) have different needs and wants and GFS can cater to those unique desires.
Case study – use bistro & macys as examples? Tie in hypothetical restaurants
Enter in location & amount spent per week

16. High risk in developing small, independent businesses
Economic risk factor
Less margin in transition from marketplace customer to trucking client
No perfect solution
Risk Mitigation

17. 1 2 3 4
Segments
** how to transition from trucking back to Marketplace Store

18. Multi-Channel Example
Fnac
Facts
Company based in France
Urban and Suburban stores, online shopping
Each channel has separate offerings yet integrated across
Customer cards and delivery system
France’s largest retailer of music, books, and consumer electronics
Annual revenue in 2010= 5.4 billion dollars
As of the year 2008, 1.8 million customers owned a customer card

19. “We want to grow with you”
Gordon Food Service
“We want to grow with you”