To leverage Foodservice Rewards, we recommend that sponsors communicate their participation across their marketing and sales tools. Below are a few additional website examples from Rich’s, Unilever, Icelandic, and Pierce.
Some excellent examples of how some sponsors are leveraging Foodservice Rewards participation on their websites…
On 02.24.12, In Manufacturers, Promotions, by Lisa
Pareto Principle holds true with Foodservice Rewards…
“The Pareto Principle – For many events, roughly 80% of the effects come from 20% of the causes.” (Source: Wikipedia)
In Foodservice Rewards, 20% of the operators purchase 80% of our sponsor’s cases. These high volume MOST VALUABLE OPERATORS (MVO’s) should be protected and appreciated by the manufacturers whose cases they buy. The Foodservice Rewards team recommends:
- Thank them for their business
- Provide them with special privileges
- Track their purchases (red flags/green flags)
- Share the information with your sales teams
Pierce reviewed their experience with tracking MVO’s at the September sponsor meeting. Here’s a few additional communication examples from Sara Lee and Nestle’ Professional Canada.
College and University Operators to engage with AdvancePierre, Krusteaz, and Foodservice Rewards at the regional conferences…
The National Association of College & University Food Services (NACUFS) is divided into six distinct regions. Annually, each region hosts their own conference in the February-March timeframe. The regional conferences are well attended and provide a great opportunity to get to know the decision-makers in this brand-friendly segment. This year, Foodservice Rewards is partnering with AdvancePierre and Krusteaz to engage operators and promote college operator’s ability to redeem points for travel to the National Conference July 11th-14th in Boston. The conference, “Revolutionary Thinking”, will also be the site of the Foodservice Rewards second annual Free & Easy Party.
Pierce, Points, Pizza…
Pierce hosted Foodservice Rewards in their booth at Pizza Expo March 13-15th in Las Vegas. Last year, the event had over 6,400 attendees. The Pierce/Foodservice Rewards partnership drove traffic to the Pierce booth and new enrollments for Foodservice Rewards. A pre-show eblast with details was delivered to both existing Foodservice Rewards members and to operators from the Pierce 2011 Pizza Expo lead list. Below is the sign that promoted the excitement on the show floor and a picture of the Foodservice Rewards area of the Pierce booth.
Coffee-mate “Feel the Love” leverages Foodservice Rewards through-out the campaign…
Leave it to Nestle’ to be a shining example of how to integrate Foodservice Rewards into a larger marketing effort. For the third year in a row, Nestle’ Coffee-mate has integrated Foodservice Rewards into their larger campaign to drive traffic and registrations to their Feel the Love program and gain trial and sales of Coffee-mate creamers. The campaign was conceived by and managed by their agency, Ketchum, who has worked tirelessly to understand how best to leverage Foodservice Rewards for their client.
Krusteaz Professional joins the Foodservice Rewards Coalition…
Continental Mills, now known as Krusteaz Professional,
joins the Foodservice Rewards Coalition!
Krusteaz has launched their first promotion to create excitement around their sponsorship of the Foodservice Rewards program. Along with the enewsletter and my promotions pages, they are utilizing the new Story Tool (see below) to promote their launch.
Foodservice Rewards proudly displayed on Reser’s new foodservice site…
Reser’s has recently updated their foodservice website to enhance the operator experience. We love the new site and the prominent display of their Foodservice Rewards participation on the homepage and in the Tool section. The new site can be found at www.resersfoodservice.com.
Sweepstakes supporting Franks Red Hot Sweet Chili Sauce really gets attention!
In a promotion supported by mulitple advertising insertions, press releases, and a free case offer, French’s offered a sweepstakes awarding a total of one million points to support their Frank’s Red Hot Sweet Chili Sauce. Talk about getting some excitement!
Front
PR
PR
- Back
Eblast
Nestle’ enewsletter demonstrates multiple applications for same product…Important when running a Goal Stretch promotion…
The Goal Stretch promotion is one of the most effective means of increasing your case growth. This type of promotion encourages existing operators to purchase MORE of an existing product. For that reason, when sponsors run a Goal Stretch promotion, we recommend that the Sponsor communicates how operators can use more of their product, such as:
1. Add a new product to their menu,
2. Run a special of the week/month using participating products,
3. Use the same product for multiple applications.
Check out the Nestle enewsletter with “21 new ways to use bases” as a great example of #3. It’s also a great education on their product’s versatility.
Iron Chef Jose Garces Serves up Food & Fun during NRA
Chef Jose Garces at Mercat a la planxa
We work hard at Foodservice Rewards, but we also take time to celebrate the fabulous foodservice industry. During the NRA show this year, we enjoyed a delicious meal at Mercat a la planxa. Pictured from left are Jo’el Ellis (French’s), Lisa Snider (Foodservice Rewards), Helia Santos (French’s) and Marty Malley (Foodservice Rewards). It was a glowing example of restaurant foodservice done well! Thank you Chef Garces! And, thank you French’s for your participation in Foodservice Rewards!