Foodservice -
Nashville, our business is helping customers not only succeed, but thrive. We are constantly developing strong strategies, new products, cuttingedge solutions, and timely content to keep you firing on all cylinders.
From Leadership 3
Service That Delivers Results 4
Performance Analysis 7
Trainings & Meetings 8 Stay Connected 10
Business Development 11
Event Dates and Venues 12
Growth Program 13
Committed to Success 16
Value of Marketing Levels 17
Precious Stone & Pickaxe Selections 18 Program Enchancements 20 Distribution Territory 22
Calendar of Events 23
Notes & Contacts 24
Performance delivers coast-to-coast service and innovation to take on today’s industry challenges. With our customers and supplier partners, we are the future of foodservice.
As we close the books on Fiscal ’22, we look back on all the challenges that were faced this past year. From supply chain to labor and every other anomaly one might mention, it was anything but easy. That said, the team at PFS Nashville not only survived but managed to grow cases at a substantial rate.
Thank you for your support and participation in our success. We cannot do it without great supplier partners that are committed to solid growth and mutually beneficial relationships. We continue to add to our headcount on the street, business development, and marketing to build on this exciting momentum. Fiscal ’23 promises to offer a great deal of opportunity and our projections are nothing short of extraordinary. I would ask that you thoughtfully consider the level of partnership with our team this year that promises to deliver solid growth in cases and market share. I would welcome the opportunity, along with our leadership team, to review your thoughts and ideas on how we can provide a platform that meets your needs and allows us all to accomplish the goals set for the coming year.
All the Best!
Tom Nelson President, Performance Foodservice - NashvilleWe are chefs, drivers, warehouse selections, and so much more. The power of Performance is in our people. We have amazing stories to tell. Stories that start on farms or in oceans all over the world and continue in unique restaurants and communities throughout the country. With more than 90 Sales Representatives excited to serve, we have the expertise needed to reach operators in an authentic and personal way. This connection elevates our business model by providing a genuine partnership to local operators, big and small. Our customerfacing digital marketing tools are designed to get your message out, increase exposure, and drive sales growth by providing upto-date content – when and how operators want to receive it. Customer and associate-facing events offer exciting touchpoints with key audiences, maximizing every opportunity for operators to experience our stories in person.
All Performance strategies are centered around our customers. As the pandemic made clear, for every product, service, and piece of content we offer, our customers are the focal point. The more we put our customers at the heart of our business, the more likely we are to succeed. Relationships built on mutual respect and understanding fuel our best ideas and our best result. This year we will go the extra mile in connecting with our customers by utilizing social media where we will aways be at their fingertips.
As we enter 2023, we’ve reevaluated our marketing programs to where we can better communicate with our wonderful suppliers. We’ve also combined the best marketing and procurement strategies to create enhanced food show formats and inventive, targeted digital marketing tools, featuring our supplier content. At the same time, we will continue to offer key promotions with proven results. Suppliers will also experience increased exposure and visibility through our enhanced, state-of-the-art Foodcentric format, emphasizing the ability to interact with customers in an exciting culinary tradeshow environment.
Any effective marketing strategy must be flexible and tailored to your needs. We will work closely with your team to build solutions that fit your products and spark innovation in your segment. Our program provides numerous marketing assets and tools to increase your visibility with our customers and sales associates. We will partner with you to develop a unified marketing strategy, and our sales and marketing teams will work together to consistently supply integrated promotional sales support opportunities throughout the year. Additionally, we will continue to manage events and promotions with established and measurable results. We offer Diamond, Ruby, Emerald, Sapphire, and Topaz packages that are expertly designed to enhance your exposure throughout the year. Our Pickaxe marketing options allow you to “pick and choose” what programs and promotions you’d like to take part in at your own discretion.
The relationships between our associates, partners, customers, and communities drive our business. So, we’ve designed a marketing approach that enhances engagement.
Today’s leading foodservice manufacturers must consider the full landscape (people, process, and technology) to remain competitive. The Nashville Marketing Program provides comprehensive resources to help suppliers unleash their growth potential while bringing value to our operators and prospective customers. Our tools help you formulate a plan that drives action to get serious results.
Meet with our OpCo President, VP of Sales/Marketing, and our VP of Procurement to help maximize your sales strategy and analyze your results.
Suppliers will have the opportunity to meet with our District Sales Managers to help better define your support, understand your product exposure and how to maximize your go-to-market strategy.
Business reviews are held once a quarter to review the effectiveness of the current program and your go-to-market strategy. These reviews are either in person or virtual.
We will provide you reporting for social media (clicks and engagement), AM text club blasts (open rate, and clicks), and Meal Ticket (case growth, promotion results, campaign statics, etc.). These reports help gain an insight into your sales strategy.
Each General Sales University will be focused on one specific segment of industry (e.g., Non-foods/Chemicals, Pizza & Italian, Beef/ Seafood/Pork, etc.). The focus of each GSU will be determined by our GSU Committee and will be based on what our Area Managers can improve upon. At each GSU, our goal is to give our AMs a high-level understanding of everything related to the chosen topic so they can effectively penetrate the market and grow their sales within that segment. Our vision for the GSU is to allow our AMs to feel, see, smell, and/ or taste each product as they learn about each topic. Once our AMs complete a knowledge after the training sessions the will then become Certified experts.
In the vendor workshops you will command the attention of each member of our sales team with one-on-one, buying show-style meetings.
Training is an essential part of our sales success. Suppliers will be offered the opportunity to participate in new Area Manager training as well as periodic focused training.
Each of the 10 districts within Performance Foodservice – Nashville holds a sales meeting for only the Area Managers in that district monthly. You will be able to train AMs in a smaller setting with the ability to go into more depth, and the AMs can get more hands-on time with the products.
If you are a “precious stone” supplier, you have access to schedule these directly with our DSMs. “Pickaxe” suppliers must first contact marketing before scheduling.
Our Operating Company offers a unique resource to strategically tailor your business in a specific market. We create valuable opportunities for in-person collaborations.
With our online and mobile friendly channels, we’ve created key digital tools that our Marketing Program Partners can leverage to reach our Area Managers, Marketing Team, and Restaurant Operators.
Please look at they many ways you will stay informed by becoming one of our Partners
(Available to “Precious Stone” Suppliers Only)
Share your coupons and rebate opportunities directly with our sales team, and your customers.
SUPPLIER TEXT CLUB BLASTS
(Available to “Precious Stone” Suppliers Only)
Reminders of upcoming events, meetings, trainings and deadlines right at your fingertips.
Deliver valuable training and product information to our sales and operating teams through OnDemand SharePoint, our internal communications network. SharePoint includes sell sheets, POS, presentations, video, etc. Virtually any type of content can be uploaded, easily searched by supplier name, and distributed to our sales force.
Our supplier newsletter will keep you updated on all upcoming events, meetings, training opportunities, and give you an overview of overall case growth, sales, and team updates at Performance Foodservice – Nashville.
(Available to “Precious Stone” Suppliers Only)
If your items fit, our chefs will include them in our customer chef tables. Whether we are presenting to new operators or current operators, your featured items will be in front of their minds.
(Available to “Precious Stone” Suppliers Only)
Participating in our Direct Operator Access Program is necessary if you want face-to-face time with our operators to show and sell your products.
With our direct access program, you can schedule time with our sales team for customer visits to accommodate our mutual goals. This program is monitored closely and access to the sales force is only available to “Precious Stone” suppliers.
Nashville, TN
Gaylord Opryland & The General Jackson
March 20 - 21, 2023
NASHVILLE SPRING FOODCENTRIC
Nashville, TN
Gaylord Opryland & The General Jackson March 20 – March 21, 2023
Nashville, TN
Plaza Mariachi June 17, 2023
PIZZA & ITALIAN SHOWCASE:
OLD WORLD HOLIDAY
Nashville, TN
Loveless Cafe September 18, 2023
Our OpCo is experiencing record-breaking numbers in our markets. We believe the unity within our partnership will excel overall growth. If you missed the 2022 Foodcentric, you do not want to miss face time with over 1200 projected customers at our BIGGEST food show of the year at Gaylord Opryland. You will also have the opportunity to network with over 800 customers and the sales team as we cruise the Nashville skyline with live music and fantastic food and beverage aboard the General Jackson.
Nashville, TN
Plaza Mariachi
Disclaimer: Event dates and locations subject to change based on Performance Foodservice Nashville decisions. We may offer to host a virtual event as need be.
June 17, 2023
This is our fastest growing show of the year, and it’s packed with authentic Hispanic cuisine from regions such as Mexico, Central America and South America.
Customers will enjoy the party-like atmosphere with live music while they gather new ideas and ingredients for their kitchens.
Nashville, TN
Loveless Cafe
September 18, 2023
This is the perfect opportunity to share your innovative and old world recipes with our pizza and Italian operators. Connect with our sales team and potential customers at the best food show of the season and flaunt your special holiday items!
Preparing for food shows can be stressful and we want to help you be prepared in advance as much as possible. Don’t worry about the fees below for each customer event you choose to participate in because they’re already covered!
• Basic Electric
• Tech
• Kitchen Access
• Ice
• Additional Tables
• Linens
• Trash
PIZZA & ITALIAN SHOWCASE: OLD WORLD HOLIDAYOur commitment to you, no matter what level you choose, is that growth will always be at the top of our minds. By this, we mean that we will strive to grow your brand recognition within our OpCo’s distribution area, and to make sure YOU grow, and WE grow. To achieve this, we have implemented a growth program to go hand in hand with the marketing programs this year. The Growth Program is what will motivate the OpCo as a whole (from sales and marketing to procurement and the warehouse) to focus on continuous growth and give the marketing and sales team a clearer image of what products we should focus on in ALL aspects of the marketing program.
Our first promotion to kick-off the year. Our sales team will compete to see who can sell the most cases for the chance to win an all-expense paid trip for 2 to Atlantis Paradise Island, Bahamas. The winning sales team member will have the VIP experience and have access to the casino, waterslides, pools, private beaches, marine adventures, golf and spa excursions, and celebrity chef dining experiences. This promotion is a perfect opportunity to ensure case for your brand.
During the second promotion of the year our sales team will complete in case sales for an all-expense paid trip to Wada Farms. There they will have the opportunity to hit the golf course, have private dining experiences, go on Yellowstone Park excursions and tour the onion and potato Wada Farms.
To wrap up our promotions for the year our different OpCo departments and sales will compete for the ultimate NYC experience. Those who hit their designated KPIs will be entered into a drawing for the chance to travel to NYC, have tickets to the hottest show on Broadway, taste food from world renowned restaurants, tour the city and experience everything it has to offer from museums, national monuments, and even a field trip to Niagra Falls.
Debut your newly added items in our biannual New Items Catalog. Our New Items Catalogs are distributed to our sales team and operators throughout our distribution area.
When our procurement team accepts one of your new items into our warehouse, you will not be charged a slot setup fee.
“Growth is never by mere chance; it is the result of forces working together.”
-James Cash Penney
Highlight your brand, new products, seasonal products, and more through our quarterly publication sent to sales team and operators throughout our distribution area. Get thousands of impressions on our print and digital magazine.
Give our sales team and operators throughout our distribution area an in-depth look at your brand and products in our quarterly publication. Get thousands of impressions on our print and digital magazine.
Instantly be the top of mind for our sales team with one simple text message. With cell phones always at the tip of everyone’s fingers, text messages are a surefire way to inform our sales team of the products you’d like them to promote as they visit operators within our distribution area.
With one standard or video social media post you can instantly connect with our growing following and potentially become viral sensation. A standard post will include eye-catching photography, your brand info/logo, a caption highlighting relevant information, and the use of strategic hashtags. A video post has all the features of a standard post but will be a professional video designed to grab the attention of our followers.
The item of your choosing will be featured on our AMs ordering platform EVERY time they log in and will serve as a constant reminder to sell your item. Our sales team will also have the opportunity to earn bonus points for each featured item they sell for the promotion running at that time.
The power of Performance begins when you choose to participate in our 2023 Marketing Programs. Developing strong strategies that generate big results has always been the foundation for our marketing programs, but this year we want go the extra mile by ensuring you are always aware of upcoming opportunities, and that we are always on the same page. To do this, we have taken a different approach to our marketing programs this year and have moved to a lump sum strategy. This will allow both you and the OpCo to plan and easily track each program for the year ahead of us including our food shows.
The next page highlights all our participation levels. Our team is available to answer any of your questions. We will meet with you upon request to determine which level will provide you with the greatest opportunity for exposure and growth across our ever-growing sales districts. Your commitment level is required by December 31, 2022, to be a part of our success.
Throughout the year we will have our “Pickaxe” Selections available for additional compensation. These opportunities are only available to suppliers that have an active supplier program with PFS Nashville. Several opportunities have limited availability, and some are initially limited to all/some of our “Precious Stone” supplier partners. They are noted on the Partnership Overview page.
Program participation fees are negotiated with the marketing department. Local marketing monies for show allowances, tech fees, etc. are NOT included in this Marketing Program unless otherwise noted. Due to increased supplier participation, minimum commitment levels are in effect with limited participation options.
Building ideas and expanding our network of partners, solutions and opportunities is the driving force behind our new Marketing Programs. From operator customers accessing recipes and ideas via social media, to sales associates sharing your product specs, features and benefits with their customers, the program continues to offer valuable exposure.
Please select the “Precious Stone” marketing level of participation that best fits your company’s commitment. Our team is available to answer any of your questions. We will meet with you upon request to determine which level will provide you with the greatest opportunity for exposure and growth across our ever-growing sales districts.
Provides maximum exposure, including many benefits that are exclusive to this level. These exclusive benefits include a professional video shoot to feature your brand and new items for social media, NO additional customer event fees (Basic Electric, Tech, Ice, etc.), and NO slot setup fees for new items. Please note that this does not include food show allowances, equipment fees, or addi tional electric. The Diamond level is focused on building strategic relationships between PFS Nashville suppliers, Area Managers and our best customers.
Provides high level exposure and many opportunities to connect directly with our sales team and customers.
Designed to give suppliers local exposure relative to category or segment growth across our OpCO.
Designed to give a supplier who is utilizing many of the marketing tools and services an even greater degree of exposure and selection of marketing platforms.
This level is a business building level that includes many of the marketing tools and services as well some opportunity for a greater level of exposure.
(“Non-Precious Stone” Partnership)
This program is designed so you can “Pick and Choose” your exposure ability but does NOT include “Precious-Stone” specific opportunities such as Quarterly Re views, Direct Opertor Access, and Chef’s Tables.
Starting with a targeted plan of action, all the way through exciting live events, sponsorships to increase brand awareness, and digital marketing, we’ve got the tactics for success.
Your brand will be front and center as the sales team and operators hit the course during our annual Spring Foodcentric Golf Tournament. Provide POS and other goodies for the golfer swag bags and sponsor a hole. Who knows, maybe your brand will be just what our golfers need to get a hole-in-one!
Your brand will be featured and recognized as a key partner at the reception. You will also have the opportunity to showcase your brand and products at the reception.
VP of Sales & Marketing
david.greene@pfgc.com
615-418-1953
Krista Jones
Director of Marketing
krista.jones@pfgc.com
615-965-1405
Marketing Manager
jasmine.bouquet@pfgc.com
615-580-4812
Marketing Specialist
kathleen.metzger@pfgc.com
615-965-1493
