Mission, messaging remain rooted in ‘Think Retail’

President: If we help our retailers succeed, then Laurel will be successful also

Laurel Grocery Co.’s philosophy is “Think Retail,” which channels the sentiment from a statement on the original order guides from 1922: “A successful business is a business that helps others succeed.”

Laurel’s mission was to help smaller, privately-owned businesses thrive against chain grocery stores. A hundred years later, that mission continues today. And it’s among the many reasons the company has been named The Shelby Report’s Wholesaler of the Year for its Midwest and Southeast regions.

“You’ll see these ‘Think Retail’ signs around here and that is our mantra – think in terms of the retail store, our customer,” said Winston Griffin, chairman and CEO. “Whenever we’re doing any type of task here, count it in those terms.

“How is this benefiting the retail grocery store and thus the end consumer, their customer. So it’s just a way of always reminding people that we’re trying to do what’s best for our customer.”

Griffin said Laurel is always trying to help customers with any issues they may have. “We’re very customer focused and that’s a key service,” he said.

Griffin noted that the company’s competitors are all larger and selling the same things.

“What’s different is the service that you give and how personalized you can be. We’re not worried about our competitor, we’re just worried about our customers and taking care of them,” he said.

The London, Kentucky-based wholesaler serves more than 200 stores in Kentucky, Ohio, Tennessee, Indiana, Pennsylvania, West Virginia and Georgia.

One way the company is helping its retailers stay ahead of their competition is by using technology and other advancements such as innovations in advertising and marketing – digital ads, digital coupons and websites. The company also offers retail accounting among its services and recently began a case-ready meat program. A warehouse bread program debuted in October.

Family is key

The fact that Laurel is family owned offers another connection with its customers, most of which are family-owned retailers. According to Griffin, the wholesaler and its retailers have the same issues, “just a little different volume level.”

He said Laurel’s customers love its annual food show and the customer trips Laurel plans, where team members and their retailers “go somewhere and all just relax.”

“That whole family connection goes across the organization, down to the customers,” Griffin said. “You treat them like family and everything works out great.”

The trips are planned to locations that are fun and relaxing. The focus is on fellowship and fun.

“My rule before we leave – and I tell all of our employees from Laurel that go to help – is if a customer wants to talk business, that’s OK. We’re not going to shut them down,” Griffin said. “But we don’t start the conversation with business. We start the conversation asking about their family, how are they doing, their health, where they go, any trips, fun things.

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