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Best Practices in Food Service Marketing
Tania Nelson Director of Marketing
Cambro Manufacturing
Who is Cambro?
Master, Broadliners, Chain, Cash & Carry
Representatives
200
End Users (800,000)
Distribution 3,000
Channels of Distribution CAMBRO
Restaurant Chains
Hospitality
Schools Healthcare
Independent Restaurants/Cash
& Carry
Who We Serve
Trusted by the Top 50 Global QSR Chains
Trusted by the Top QSR and Hospitality Chains Worldwide
And the list goes on across commercial and noncommercial market segments.
How did we get there? And how do we stay there?
Rubbermaid
Brand X
Carlisle Cambro
Winco Thunder
When everything looks alike and so many options are available…
We have to stand out to be a leader.
EVERYTHING WE DO Revolves around knowing our customers and showing them how Cambro is DIFFERENT.
How do we get to know our customers and communicate our value and values to them? Distributor and end user marketing communications: • Reps and Distributors: Support, Communication and
Training • End Users: Information, Education and most importantly—
SOLUTIONS for the challenges that keep them awake at night
Push Strategy: Sales and Distributor Support
Pull Strategy: End User Marketing
Knowing our Customers: Face Time • Sales Calls and
Consultations • Trade Shows • Conferences • Training Events
Consistent Messaging
Efficiency
Safety
Sustainability
Sharing our Commitment to Food Safety • More than a logo. • We are serious about food
safety: it’s a foodservice way of life and our #1 priority at Cambro.
The Cambro Commitment Sharing our Commitment to Sustainability and Social Responsibility
Every Market Segment. Every Application.
Every Budget.
Sharing our Commitment to Labor Efficiency
…And Budget Efficiency Shelf Life Testing • Goal was to quantify shelf life extension of proper food
storage to calculate long-term savings. • Storage container with sealed lid vs. no cover vs. loosely
covered with foil or plastic wrap. • Tested foods that are a challenge to keep fresh. • Conducted at an independent lab in Chicago.
Cutting Food Costs: Shelf Life Extension “It was determined that no differences were observed in the counts of spoilage bacteria, yeast and mold among containers with different covers. Visual observations showed that the shelf lives were extended by 2-3 days when stored in Camwear ½ size pan with Seal Cover.” – Erdogan Ceylon, PhD, Silliker Food Science Center
Tying it All Together at NRA 2015
At 2015 National Restaurant Association Show
The value of expertise rises only when it is shared.
Connecting with our Customers The Cambro Blog – blog.cambro.com • Hub of all content created and distributed through all
channels • It allows us to distribute information on a variety of
topics that are relevant to our audiences: • New product launches • Product uses • Case studies / best practices • Event recaps • Showcase Cambro culture
• Education + Entertainment = Edutainment
Social Media
…And speaking their language.
…Even when the truth hurts.
Rolling up Our Sleeves
Learning more about a chain’s: • Operation • Staff • Training Processes • Food Safety Initiatives • Menu • Assessment proved to be
the ideal way to become a valued resource…a part of their team
Storage Assessment Program
8 Best Practices in Food Service Marketing 8. Remember who you are and be
true to your brand. 7. Brand across the organization. 6. Know your customer and listen. 5. Share expertise and experience. 4. Be honest when you don’t own
the whole solution or don’t have one at all.
3. Develop strategic partnerships to complement your services.
2. Remember we are ALL consumers—even in business.
1. Have fun!
The Cambro Marketing Team Halloween 2015
Wise words to live by…
