Gordon Food Service (GFS) is a family-owned food distributor founded in 1897. It has 175 stores in the US that supply businesses and consumers with restaurant-quality products. GFS's mission is to serve customers with high-quality food services and products through innovative systems and integrity. GFS targets independent restaurants, businesses, and non-profits. It aims to position itself as a quality, reliable supplier through consistent products, friendly service, and moderate to high prices. GFS measures its brand performance through customer surveys.
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.”
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
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.