2017 Marketing Innovator Submission
Introduction At the heart of any PERFORMANCE Foodservice Operating Company lies a core sense of passion and a drive to be the best, not often, but every single day, without hesitation. Our WE ARE…PERFORMANCE sales and marketing focus challenged each department to identify their passion and contribution and to focus on what each does daily to support case growth. As a team, we increased sales by $7,939,908. Through a commitment to aligning our Operating Company’s daily objectives to our Company’s core sales goals, we increased street sales by over $9.3 million and increased brand sales by $9,973,527 or almost 150,000 cases. Keeping each department continuously focused through our WE ARE…PERFORMANCE Marketing campaign played a vital role in enabling our success. The following are a few examples of our commitment to exceed expectations.
Our 588 dedicated associates embraced the WE ARE…PERFORMANCE theme. To drive the message home, 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 routines. These resources were divided into 5 categories: We are…Case Driven, We are…Customer Focused
We are…Brand Loyal We are…Community Minded WE ARE…PERFORMANCE
"With the challenges we faced throughout this fiscal year, I am more impressed today with our team than ever.” -Danny Berry, Regional President
WE ARE... Case Driven
Our traditional Culinary Trade Show expanded this year, as we produced two showcase events, both featuring our very own Executive Chef, Tony Schmidt, to meet the ever growing expectations of our Key Customers. We created a Fall and Spring event featuring many of our newest on trend, exclusive, and national branded partners. The addition this year of the Holiday focused Fall Culinary Trade Show provided the opportunity to welcome an additional 1,575 attendees, 1130 of which were buyers, to create a more intimate show, representing 985 active accounts. Offering an 8 week booking period for attending Key Customers, this show allowed for the roll-out of the Meal Ticket allowance platform.
Our traditional Spring Culinary Trade Show welcomed over 2,625 attendees, a 18% increase over the prior year. 2,235 buyers attended the show, representing 1,823 active accounts and reflecting a 24% increase in buyer attendance. This event offered a 24 week booking period rewarding attending customers for their attendance.
Both Shows were wildly successful in their main objective of building cases. The popular Hot Deals Booth alone, for example, created a combined almost 37,000 new cases. Looking to the future, we collected over 700 new leads for our Area Managers and Business Development team to cultivate into new client relationships.
WE ARE... Customer Focused
In an effort to continue to build one of our most successful customer segments, PERFORMANCE Foodservice – Milton’s participated in or sponsored 35 Hispanic community events last year. Hispanic Specialist, William Moises explains why these events are so important. “The family and the community are the center of the Hispanic culture. Whenever anything of importance is happening within the community, such as an Independence Day Celebration, a fundraising event or a major sporting event, we are there, on the main stage, with our banners and our food partnering with the restaurants in the area.” Participation in these events leads to good will in the communities as well as a considerable amount of free publicity for PERFORMANCE Foodservice – Milton’s including newspaper ads, radio spots and features on Telemundo and Univision.
Participating in these events has taken PERFORMANCE Foodservice Milton’s from a virtual unknown distributor in this segment to the top Hispanic distributor in the PERFORMANCE Foodservice family with over $63 million dollars in sales in fiscal 2017, an increase of over $7.5 million over the previous year, including 9 record weeks.
“Every time I walk in a restaurant, doors are always open to me. A major reason is our community support for this customer segment.” – William Moises, Hispanic Specialist
WE ARE... Brand Loyal
Building our exclusive branded products in new and innovative ways continues to be a core objective. This year, Chef Tony Schmidt created eight Exclusive Branded Tasting Stations along the course at our annual golf outings hosted by Key Customers, Legacy Golf Course on Lake Lanier Islands and St. Ives Country Club. We welcomed over 250 key customers to these events 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 and our Business Development Team ensured they feasted on the best of Braveheart, West Creek, Roma and more.
Club Level Join me at the top 10%
Agenda
45%
2%
2016 - CLUB Level Award Trip November 4 – 6, 2016 Old Edwards Inn & Spa
Friday, November 4th – Arrival Day Arrivals throughout the afternoon 4:00 p.m. – 6:00 p.m. 6:30 p.m. – 9:00 p.m.
Check-in at Front Desk
Welcome Reception / Dinner / Awards – Location: The Farm House Note: Shuttles depart from the corner of the Resort Spa.
Saturday, November 5th – Open / Day at Leisure Breakfast & Lunch at Leisure (own your own) 8:00 a.m. - 4:00pm
7:00 p.m. – 9:00 p.m. 9:00pm
Scheduled Activities (Golf, Spa, Shopping or Zip Line) Spa Appointments, based on pre-determined reservations
Dinner / Farewell – Location: The Spring House Gardens (indoors) After Hours – Team Activity (TBA)
Sunday, November 6th – Departure Day
Breakfast & Lunch at Leisure (own your own)
Departures throughout the Day – 12:00pm – (Check-Out)
The CLUB Level Sales Incentive, in its fifth year, encourages brand loyalty in Area and District Managers by rewarding increased overall case growth but more specifically, increased sales of our family of Exclusive Brands. The financial incentive, paid quarterly for year over year enhanced cases sales, is coupled with an opportunity to attend the annual “who’s who” weekend getaway. This year, 22 Area Managers produced a combined 904.48% in additional Exclusive Brands case sales, earning a spot on the annual getaway.
Club Level Join me at the top 10%
45%
2%
WE ARE... Community Minded
When we succeed, our community succeeds. While building our Operating Company success, PERFORMANCE Foodservice – Milton’s believes it is equally important to build community support in the areas where our associates live and serve. We always strive to be a good neighbor. We continue to grow our community in multiple ways including our digital community via Social Media as well as our physical community through our partnership, for example, with the North Georgia Food Bank’s Empty Bowl Campaign.
First, our Social Media plan focuses 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. We use these platforms in an effort to provide a glimpse behind the veil and create a personality for our Operating Company. Our customers respond well to the personalization of these posts which include behind the scenes looks at our events and exclusive branded products as well as customer spotlight features, business tips, food trends, and market awareness. The success of our Social Media efforts is evident. In 2017 alone we have experienced: • 101% increase in Facebook average weekly post REACH • 117% increase in Facebook page FOLLOWERS • 508% increase in Instagram IMPRESSIONS • 98% increase Instagram post REACH
In addition, PERFORMANCE Foodservice – Milton’s is proud to partner with Georgia Mountain Food Bank in the 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 $7.54 worth of grocery products, enough to provide 5 meals for a $1.00 investment. In 2017 GMFB distributed over 4.3 million meals to those in need throughout the community within our distribution radius.
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 2017, PERFORMANCE Foodservice – Milton’s donated over 123,000 pounds of food to the Georgia Mountain Food Bank to support the efforts to feed those in need.
WE ARE... Performance
It goes without saying; our success in building our cases, customer segments and brands is led by the outstanding associates of PERFORMANCE Foodservice. During the previous year, those associates were granted a much needed asset in the ability to expand and grow our Operating Company; our investment in enhancing the size of our facility.
This expansion provides a much safer environment for our team members as well as providing the space required to grow back to double digit case increases among our current customer base. It further provides many new opportunities for additional multi-unit and independent restaurants to join the mix in the coming years.
“This expansion enables PERFORMANCE Foodservice – Miltons to continue their growth expectations well into the future.” - Dave Flitman, President & CEO of PFG’s PERFORMANCE Foodservice Business Segment
PERFORMANCE Foodservice – Milton’s continues to increase efforts to best serve our Key Customers. Our 588 associates work tirelessly to ensure that our more than 12,500 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. WE ARE… PERFORMANCE