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Catering Insight Awards 2019: distributor of the year – marketing & strategy shortlist

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The Catering Insight Distributor of the Year – Marketing & Strategy award, sponsored by Krupps, will honour distributors across the UK which have actioned innovative marketing campaigns to stay at the cutting edge of the industry, as well as those which have devised well thought-out, original strategies to maintain and further their market position going forwards.

Therefore the shortlist is:

Alliance Disposables
Major dealer Alliance Disposables has in the last year overhauled its business model to keep itself on track. As well as re-shaping its business model it has adjusted the balance between national and regional trading, ending a long-term agreement with its largest contract and since then enjoying significant account gains and an over-performing regional platform. Focused efforts on costs and margins have ensured that profits have remained at a planned and healthy level during this transition. In 2018 Alliance also opened a European base in Ireland.

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Catering Design Group
Catering Design Group has raced ahead recently, with its latest financial results showing that its business strategy grew the company by a massive 60%. In that 12-month period, the distributor gained 82 contracts last year across the hospitality, retail, leisure and education sectors. 67% of the gains were repeat business or referrals. One of the cornerstones of the company’s philosophy is a focus on building long and lasting relationships with its clients. In 2019 CDG also recorded the strongest first quarter in its history.

Fridge Freezer Direct
Online dealer Fridge Freezer Direct constantly strictly monitors the overheads and budgets that it works with, which has stood it in good stead and built up its turnover, year on year. This year, the Hinckley-based outfit completed a mammoth website redevelopment project aimed at making its sites easier to navigate and engage with, including sister domains 247 Catering Supplies and UK Grease Traps Direct. The dealer is focusing on quality delivery service, and recognises the need to keep reinventing itself, stay dynamic and react to what customers say.

Lloyd Catering Equipment
Lloyd Catering Equipment has built a strong strategy over the last few years, including much restructuring and investment. Maximising efficiency and increasing its client base, the Rotherham-based distributor has more than doubled its turnover in the last 3 years, with more prospects than ever on the horizon. The company has been so successful that it has taken on several new members of staff in key roles within the sales, design and service departments, pushing headcount past the 40 mark. Plus it ploughs all its profits straight back into the business.

Sylvester Keal
Sylvester Keal is one of the best marketed distributors in the industry. Frequently posting across social media platforms such as Twitter, Facebook and LinkedIn to ensure that its customers stay up to date with its offerings, the Grimsby-based dealer is also a regular uploader to its YouTube channel. There, it profiles not only its own business but also the latest equipment launches, as well as creating ‘how to’ video guides on choosing the correct equipment for each site, and revealing interviews with prominent manufacturer representatives.

Tags : allianceawardsCatering Design GroupCatering InsightCatering Insight Awardsfridge freezer directkruppslloyd catering equipmentmarketing & strategysylvester keal
Clare Nicholls

The author Clare Nicholls

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