Most of the U.S. shops online for everything they need, so why should the food service industry be any different? This was the initial thought, which lead to the founding of FoodServiceDirect.com (FSD) in 1992. While other industries were quick to adopt the transformative potential of e-commerce, the food service industry seemed to move slowly, still relying largely on traditional distribution and cash and carry sourcing methods. FSD is on a mission to change this.
FSD is an U.S.-based food service distributor offering B2C and B2B buyers an ever expanding digital shop front for bulk purchases. With over 250,000 SKUs, their online catalogue is stocked with a variety of classic crowd pleasers and comfort foods, alongside environmentally friendly disposable products and supplies. Having made substantial investments in Google Advertising, FSD’s list of customers has steadily grown to include a veritable buffet of retailers, restaurants, delis, food trucks, hospitals, offices and more.
As FSD continued to grow, the brand continued attracting B2B buyers, which account for 50% of their customer base. To maintain this momentum, the company planned an ambitious modernisation of their digital sales platform tailored to the unique needs of their customer base.
The first of two planned webstores would be an all new e-commerce shop front intended to expand their business into new service areas for both B2B and B2C customers. The secondary store would be structured around a B2B business model created in partnership with one of the major food service franchisee chains.
This secondary B2B-centric platform would empower restaurant franchises, providing a convenient plug socket to distribute food products and other consumables directly to their franchisees. Conversely, franchisees would be able to seamlessly manage the entire ordering process across multiple food service locations from a centralised admin dashboard. Now, all FSD needed was a capable leader to get this plan in the oven.