The Catering Insight Distributor of the Year – Marketing & Strategy award honours 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.
The finalists this year are:
Commercial Catering Equipment Specialists (CCES)’ Simon Dann used his experience of the motor trade’s model of specialised brand dealerships to create a distributor with a difference. The Lincoln-based company markets itself across social media platforms including TikTok, Instagram, Facebook, LinkedIn, Twitter, and works with suppliers to expand both parties’ social media presence and enhance its impact with synergised content. CCES also creates brand awareness with online promotion through social media and following up previous customers with maintenance advice as per manufacturers’ warranty terms.
Catering and hygiene equipment specialist, Elliott’s Hygiene, made moves this year by linking up with a new B2B foodservice marketplace to supply the catering equipment section of its portfolio. The Hull-based dealer is providing over 4,600 products from Neville’s Genware brand, including tableware and bar supplies, kitchenware and chef’s knives and racking and trolleys, to the new Turner Price portal. Family-owned delivered food wholesaler Turner Price’s marketplace gives caterers across the UK instant access to more than 10,000 new products and hopes to stock 50,000 products by the end of the year.
Lordwell Catering Equipment
Lordwell Catering Equipment burst onto the distributor scene this year with a unique proposition. The company’s affiliate scheme means that if its customers recommend the dealer to fellow operators, they receive a 1% payback of their annual sales for life. Whether the referred operator is buying a single hot plate or kitting out an entire venue, the original end user’s commission will be paid out in Lordwell credit with no cap on earnings. Founder Max Reeley also teamed up with a marketing specialist to develop fun and playful branding.
Restaurant Design Associates
Restaurant Design Associates (RDA) developed a new Micromarkets range in direct response to the pandemic and the new way of working and using catering spaces. The Micromarket modules are ‘site ready’ which marks them out from many other versions of micromarket currently available. The range has its own specific brochure with a cross-sector audience to walk the customer through the steps to custom build their own micromarket suite. Plus newsletter mailshots have resulted in greater numbers of enquiries in recent months.
The pandemic prompted Thrapston-based dealer Whitco to completely change its focus, with a refreshed determination to diversify. It used the time to refine its processes, invest in infrastructure, improve efficiency and leverage its key skills across new markets, expanding into garden spaces, other areas of academia, and food production. The evolution of the business inspired a rebranding, from Whitco Catering and Bakery Equipment to just Whitco, a move aimed at demonstrating its wide skillset, such as a recent full gym outfit.
The winner will be announced at the gala ceremony on Thursday 18 November at London’s 8 Northumberland Avenue. Buy tickets to the event HERE.