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GFS
- 1. GORDON FOOD SERVICE STORE ESTELLE CORNU MBA628
- 2. INTRODUCTION Founded in 1897, GFS is the largest family-owned food service distributor in North America. With 175 in the U.S., GFS stores offer businesses and consumers a wide-array of restaurant-quality products & supplies. Mission “Our purpose is to serve our customers with the highest-quality food service products and services. We achieve this purpose through innovative systems and the spirit and integrity of our people.”
- 3. TARGET MARKET Everybody: businesses & customers 1st Potential customers : Independent Food Services -Restaurants -Other Businesses 2nd Potential customers: -Non-profit organizations -Families
- 4. BRAND ELEMENTS Gordon Food Service Store www.gfs.com Logo Slogan: “Always at your table” Different types of packaging and labels.
- 5. Introducing the Refreshed Gordon Food Service Brand
- 6. BRAND INVENTORY Products Quality, variety & diversity (meat, seafood, fruits & vegetables, beverage, bakery & dairy products, grocery Products, etc.) Gordon Food Service exclusive brands and national brands Pricing Moderate to high prices reflecting the good quality of products Seasonal specials on popular restaurant items
- 7. BRAND INVENTORY Distribution 150 GFS Stores 22 Distribution centers Delivery truck from the home depot to businesses Communication GFS Website Social Media Advertising (brochures) Sales promotion (coupons, promo codes) Special Events Strategic Alliances with the best purveyors
- 8. MENTAL MAP Quality Good Service Buy in Bulk High Price Friendly environment Cleanliness Family business
- 9. BRAND RESONANCE PYRAMID Loyalty Community Engagement Quality food service supplier and food distribution company Anyone –Business & Customer- who cares about quality food products Quality products Reliable and effective service High price + Quality Credibility - Price & Product choice Clean Warmth Tasty Food Social approval
- 10. CONSUMER-BRAND RELATIONSHIPS • Quality consistent products • Purchase frequency Interdependence • Family business Self-concept connection • High-quality food service products and services. Innovation & Integrity. Commitment • Warmth, caring, friendly, comfortLove/ passion • Positive thought, trustIntimacy • Customer- oriented service • Reliability, dependability & trust Partner quality
- 11. COMPETITION
- 12. BRAND POSITIONING CONSIDERATIONS Customer perception: lack of clear identity Customer value: quality product & service Firm’s image: loyalty & integrity • Firm strategy: more business-oriented
- 13. BRAND CHARTER GFS Customers Loyalty & Integrity Family-friendly, customer focused foodservice distributor Quality products A warmth environment People-focused company Innovative Indispensable for businesses Trustworthy Sense of satisfaction Self-esteem (quality food) Recognition Sense of belonging
- 14. BRAND PERFORMANCE MEASUREMENT Customer market research surveys Surveys combining qualitative and quantitative questions Online general survey about consumers’ attitudes and considerations on the brand (purchase intention), customer experience at GFS store and what they value in terms of products, and likelihood to recommend the brand.
- 15. REFERENCES Interview: Isgett, M. Manager of GFS store Brady, S. (December, 2014). Rebranding with Heart: Five Questions With Jennifer Batley, Gordon Food Service. Retrieved from http://brandchannel.com/2014/12/23/rebranding-with- heart-five-questions-with-jennifer-batley-gordon-food- service/ GFS. (November, 2014) Gordon Food Service Launches Refreshed Brand. Retrieved from https://www.gfs.com/en/about-us/news-and-store- events/gordon-food-service-launches-refreshed-brand Keller, K.L. (2013) Strategic Brand Management. Prentice Hall
Editor's Notes
- Source: GFS website
- Who are the customers? First of all, anybody can be a potential consumer –businesses and consumers. 1st potential consumers are Independent Food Services such as restaurants as well as hostel/motel/inn, resort, health & athletic club, theater, bakery, convenience store, vending, day care, civil/social organizations, etc. 2nd potential consumers are non-profit organizations (churches, schools, service clubs) and families. Now, the company is trying to focus more on its first potential consumers (Independent Food Services), specifically targeting at restaurants. The manager, Mitch Isgett, said that they are making brochures detailing their products for restaurants only.
- Last year, the company decided to rebrand their stores as Gordon Food Service Store (from GFS Marketplace). Indeed, the company made a survey to know what customers thought about their brand name and what they would prefer as brand name for the grocery store. The survey revealed that people preferred the concept of “store”, more familiar for them. As a result, they decided to spell out the full company name, with an emphasis on the Gordon family name. They also updated signage on their buildings by adding the word “store” and the end of the brand name. This makes more clear the distinction between their distribution and store business. The also have a new slogan, “Always at your table”, that aims at demonstrating their commitment to customers. Packaging varies depending on products. Most of the products carry the GFS logo, while other items are labelled with their respective brand.
- Fournier’s Brand Relationship Research Consumers, particularly restaurants, rely on GFS for the quality of products and consistent offer week after week. They are regular consumers, visiting GFS stores 2 to 3 times a day/ week -for some businesses-, or once a month. GFS family-owned business favors unique friendly relationships with customers. For instance, families may have follow the evolution of the brand while becoming more familiar with the concept. GFS is committed to provide high-quality food service products and services to all customers. They will continue to provide such a quality service through innovative systems and the integrity of their people. Customers love to shop at GFS for the warmth and friendly atmosphere. The unique and dedicated service they receive make them feel more comfortable, thus fostering good relationships. Customers have positive towards the brand and develop a relationship of trust. At GFS, clients feel welcomed and valued. They are respected, noticed and important –businesses in particular. Finally, they have a particular attachment to the brand.
- The main competitors of GFS are Restaurant depot, Costco Wholesale Corporation, U.S. Foodservice, McLane Foodservice, Inc.
- What customers know about the brand? Customers clearly identified GFS as a food service operator. What customers currently believe about the brand? The surveys showed that people thought that GFS was doing too many things, targeting at too many people. And thus, the company was losing some credibility in one side. What customers will value in the brand? When they ask people why they stop at GFS, customers answer for high-quality products and service. In contrast with the competition where people value competitive prices and product selection, consumers value quality and service at GFS. What the firm is currently saying about the brand? The company emphasizes two major elements: loyalty and integrity. They take care of customers –quality service- and tend to favour good/ long-lasting relationships. Where the firm would like to take the brand? Now that the company has refreshed its brand, they are redefining its target market, that is, an exclusive focus on restaurants and other businesses. So, they want to reinforce the brand identity according to their main audience.
- How/ what measurement procedures are used to assess how the brand is performing? The company relies on customer surveys to evaluate brand performance. Each customer receipt encourages the client to take the online survey in entering the special code mentioned. The survey consists of quantitative questions mainly and customers have to answer the questions by using the 10-point scale. In addition to consumer surveys, they use coupons, emails, ads to boost and assess the brand performance.