Building
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2016 Marketing Innovator Performance Foodservice – Milton’s
Building
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Introduction
PERFORMANCE Foodservice - Milton’s produced yet another stellar year in 2016. As a team, we increased sales by almost 700,000 cases or $16,216,994. Through a commitment to aligning our Operating Company’s daily objectives to our Company’s core goals, we increased street sales by almost $8 million and increased exclusive brand sales by over 321,000 cases or $13,043,661. Our leadership team’s continuous focus on communicating and driving our company’s core objectives was a key factor in enabling us to reach these aggressive results. Our dedicated associates truly embraced our BUIDLING SOMETHING GREAT theme as we assembled a variety of marketing resources to support our 115 Area Managers, 12 District Sales Managers and 2 Regional Sales Managers in their daily efforts to support key customers. These resources can be divided into 5 categories: Building Cases, Building Customer Segments, Building Brands, Building Community and Building
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Building Cases
Each year we produce a first class Culinary Trade Show featuring our very own Corporate Chef, Tony Schmidt. In 2016 our Trade Show welcomed over 2,400 attendees, a 23% increase over the prior year. 2,185 buyers attended the show, representing 1,681 active accounts and reflecting a 34% increase in buyer attendance. The Show was wildly successful in its main objective of building cases. The popular Hot Deals Booth, for example, created 35,219 new cases, almost 2,000 more cases than the prior year. Overall, a record 69,623 NEW cases were booked at the show with an estimated value of $2,506,428 in sales. Over 108,000 cases were booked and scheduled for delivery throughout the post (24) week booking period. Finally, we collected almost 600 new leads for our Area Managers and Business Development team to cultivate into new client relationships. Our Operating Company also participated in the Building our Cases Sales Promotion. Our Area Managers, District Sales Managers and Regional Sales Managers embraced the promotion and together accrued over 5.8 million points, earning several a trip to the National Restaurant Show! During the promotional period, we experienced a 5% growth in cases sales, an average growth of over 50,000 cases per Area Manager.
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Building Customer Segments
While focused on the overall objective of building cases, we began a concentrated effort to build our key product segments as well. The Hispanic and Italian segments were a natural first step as these segments have been steadily growing for our Operating Company in recent months. In order to further develop each segment, we hosted the Hispanic and Italian Product Showcases. The Italian Showcase, held in September 2015, highlighted the growing Italian segment while celebrating Roma’s 60th Anniversary. This showcase was so well received that we rolled out our Hispanic Showcase the following April. The Hispanic Showcase featured over 75 key Hispanic vendors presenting new and existing products readily available through PERFORMANCE Foodservice and offered numerous Hot Specials for the customer to take advantage of as they prepared for the Cinco de Mayo holiday.
Each showcase was successful in their main objective of building customer segments, contributing to 46,198 cases in overall growth for the Italian category and 76,890 cases in growth for the Hispanic segment.
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Building Brands
We continue to strive to build our exclusive branded products in new and innovative ways. This year, Chef Tony created nine Tasting Stations along the course at our annual golf outing. We welcomed 85 key customers for a beautiful day of golf, great food and relaxation with their foodservice peers from throughout Georgia and South Carolina. While the customers enjoyed a relaxing outing, Chef Tony allowed them to feast on the best of Braveheart, West Creek, Roma and more.
Braveheart Slider with Pimento Cheese, Pickled Okra and Apple Moonshine BBQ Sauce 3 Ea Braveheart 2 oz Slider Patties, Season with Salt and Pepper and Cast Iron Sear to desired temperature Top with 1.5 Oz Pimento Cheese, Recipe to Right 1.5 Oz Apple Moonshine BBQ Sauce 3 Ea Slider Rolls
Apple Moonshine Q 1 Gallon West Creek Moonshine BBQ Sauce Âź G Apple Cider Combine and let simmer for 20 minutes.
Pimento Cheese 1.5 C West Creek Mayonnaise 1.5 C West Creek Cream Cheese 1.5 C West Creek Natural Sour Cream As Desired, Chipotle Hot Sauce 1 Sweet Onion, Grated 2 C West Creek Sharp Cheddar 2 C West Creek Mild Cheddar 2 C Roma Shredded White Cheddar 3 T Roma Granulated Onion 2 T Roma Granulated Garlic 1 T Kosher Salt 1 T Black Pepper 2 C Roma Roasted Red Peppers, Diced
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Building Community
While continuing to build our business, PERFORMANCE Foodservice – Milton’s believes it is equally important to build our community. We always strive to be a good neighbor. This year we have built our community in three areas: our digital community via Social Media, our culinary community via our partnership with the American Culinary Federation and our community in need via our sponsorship of the North Georgia Food Bank Empty Bowl Lunch. Our Social Media plan focused on producing and sharing a variety of social and digital media pieces designed to create a sense of community and provide additional resources far beyond an Area Managers visit or conversation. These posts included a behind the scenes look at our events and exclusive branded products as well as customer features, business tips and food trends. The success of our Social Media efforts is evident. In 2016 alone we have experienced: • 313% increase in Facebook average weekly post REACH • 61% increase in Twitter followers • 1691% increase in average monthly viewers on Pinterest • 93% increase in post engagement on Instagram
Building Co PERFORMANCE Foodservice – Milton’s is proud to partner with ACF Atlanta Chefs Association to support current and future chefs in the greater metro area. The ACF boasts nearly 20,000 members nationally and sets culinary standards across the globe. Through our partnership, the top culinary experts in our area are introduced to PERFORMANCE Foodservice, our people and our food. Each year, we support the ACF ACA’s fundraising golf tournament, host one of their monthly Chef Training events featuring product training and food tastings and participate in their Toys for Tots President’s Awards Gala.
ommunity Georgia Mountain Food Bank’s mission is to address hunger, health and quality of life by serving those in need. Through community partnerships like ours, GMFB helps to increase food supplies in rural parts of North Georgia, effectively connecting more food to people in need. For every dollar donated, the Georgia Mountain Food Bank is currently able to distribute $7.80 worth of grocery products, enough to provide 6.5 meals. In 2016 GMFB distributed over 4 million meals to those in need. PERFORMANCE Foodservice supports the Georgia Mountain Food Bank cause in various ways including supplying food for GMFB’s Annual Empty Bowl Fundraising Lunch, by collecting food through our annual food drive and by donating food as part of various events throughout the year. In 2016, PERFORMANCE Foodservice – Milton’s donated over 97,000 pounds of food to the Georgia Mountain Food Bank.
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Building Milton’s
Finally, our success in building our cases, customer segments and brands has led to a need to build PERFORMANCE Foodservice - Milton’s itself! Groundbreaking on an expansion project for our facility began in August 2015. “We are proud of our Milton’s team, which has done a great job growing their customer base with both multiunit and independent restaurants over the past several years,” said Dave Flitman, President & CEO of PFG’s PERFORMANCE Foodservice business segment. “This expansion will enable them to continue to grow well into the future.” The expansion project will include construction of a new 174,000-square foot building to be built on 43 acres adjacent to the current operation. The new building will feature a freezer, meat cutting operation, maintenance areas and space for fleet operations and is scheduled for completion later in 2016. “We’re excited about our future prospects and looking forward to continuing growth,” said Danny Berry, Regional President, PERFORMANCE Foodservice - Milton’s. “We live and work in a great area and remain committed to growing our business in Georgia and the surrounding states.”
Conclusion We hope these few examples show how diligently PERFORMANCE Foodservice – Milton’s is working at BUILDING SOMETHING GREAT. Our 560 associates work tirelessly to ensure that our more than 12,000 quality products offered are readily available to our Key Customers, because we believe everyone should enjoy a perfect dining experience. On behalf of the associates at PERFORMANCE Foodservice Milton’s thank you for your consideration.