5 Ways to Maximize Your Restaurant Suppliers
Published: 02/21/2011
New trends in the restaurant supply chain business are leading to new ways for suppliers to add value in the daily operations of their foodservice clients.
Whether you’re a foodservice executive or restaurateur looking to get more from your suppliers, or whether you’re a restaurant supplier or distributor looking for new ways of deepening relationships with the foodservice operators you serve, there are several ways for you to create more profitable relationships together.
Mike Birnbaum works for McLain Foods, a poultry trader and distributor, and previously worked at Sysco for over 25 years. He said that the future of the restaurant supply chain belongs to those suppliers that take more of a consultative approach to their customer relationships, rather than focusing on individual sales transactions.
“In general, the restaurant supply business has gone from being a supplier/customer relationship to much more of a partnership,” said Birnbaum. “The distributor becomes a total resource or consultant to the operator, with the ultimate goal that if the distributor can help the restaurateur sell more groceries, it’s a win-win for everybody.”
What does this consultative approach look like?
Suppliers are putting together diverse interdisciplinary teams – business development, chef consultations, customer reviews, and other resources – and are using these teams to conduct full reviews of their customer’s businesses. Many distributors are putting test kitchens into their facilities and hiring chefs and specialists in various areas, all with the goal of selling expertise as well as products.
Business reviews can consist of menu planning, food cost analysis, operational issues like evaluating labor costs, or a broader look at expense management. Suppliers are increasingly delivering a variety of advice and expertise, depending on what the customer needs.
“This is all customer-driven,” said Mike Birnbaum. “The distributor will provide as much expertise as the operator wants.”
Mike Birnbaum recommends five key action steps that restaurateurs and foodservice companies can take to get more from the knowledge and expertise of their suppliers and distributors:
1. Use the business development people and specialists that are available as resources from your distributors. Most distributors have these kinds of resources available now – so you might as well see what they can do for your company.
2. Spend some time on distributor websites, which often have amazing resources such as recipes, product knowledge sections, purchasing tips, market research and marketing advice.
3. Get more from your account executives’ knowledge and expertise. Put your distributors’ account executives to work for you – that’s what they’re there for – make sure they do their homework to see that you’re getting and using the right products. Don’t hesitate to ask questions or request advice.
4. Talk to your broker and/or manufacturer representatives. Some manufacturers have direct reps or hire brokers to represent their product lines. No matter which manufacturer you’re dealing with, there is a body of professional sales people who help impart knowledge and consult with operators as well.
5. Take advantage of trade shows. All the resources are there if you work it properly.
Your restaurant suppliers and distributors are ready to help your business grow – take full advantage of the advice, resources and expertise that they can deliver for your company.