Product and Inventory Assortment
What defines your BRAND?
We''ve gotten some pretty aggressive feedback on an article we wrote last week on the subject of the passion that needs to be present in the differentiation of your brand - whether you are a restaurateur, a dealer/distributor...or a manufacturer. The blowback came mostly from the dealer community - primarily the equipment and supplies dealer community.
Here's what we said about that group:
| || |
Question: You're offering pretty much the same tabletop products as every other source, including the internet (thank God Al Gore invented it!) so what makes you so special?
Answer: Not much, really. You go to the same trade shows as your competitors....have the same basic sales people (some good, a few great...but most average or below - be honest!).... and, are looking to "take costs out" of the supply chain like your competitors. Do you wonder why your margins at the street level are shrinking? If you're an E&S-only dealer, how much different are you than the large food houses -really?
Here's a link to the original article:http://www.tabletopjournal.com/1/post/2012/04/branding-sticky-branding-good-stuff-you-need-to-know.html
Were we a bit too tough
on the E&S dealers?
Not sure..... In the U.S., when you look across the country, there are some pretty terrific E&S dealers. Edward Don
, R.W. Smith
...just to name a few (there are others
)....are among the very best in the world at what they do. But, not every dealer is of this high standard. So, for the moment, we stand by our comments.
What do you think? And, how about E&S dealers in Australia? U.K. France?
And, manufacturers.....don't you start!