US Foods, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands
US Foods, Inc., headquartered in Rosemont, IL, is one of the largest foodservice distributors in the United States. The company supplies schools, restaurants, hotels and other foodservice operators with food products that include national branded and private label canned foods, meats, frozen foods and seafood. U.S. Foodservice operates distribution centers across the U.S.
|Main Telephone||(847) 232-5800|
US Foods, Inc. ContactsContacts (5/8)
|John L.||Chief Executive Officer||IL|
Sample of Associated Brands
|Marshall W.||Chief Marketing Officer||IL|
|Pietro S.||Chief Merchandising Officer||IL|
|Keith R.||Chief Information Officer||IL|
|Steve G.||Chief Merchandising Officer||IL|
|US Foods, Inc.||*****|
|Harbor Banks Seafood||*|
|Cross Valley Farms||*|
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B2B, Print, Digital Opps: US Foods files IPO after Sysco merger falls through (Score 37)
Subject: print, digital, event, trade shows, grassroots, social media, B2B
Company: Winmo), based in Rosemont, Ill., is one of the largest foodservice distributors in the US. In fact, USF is one of only two foodservice distributors with a national footprint in the US. Last June, Sysco (the other national distributor) dropped its bid to acquire USF after a federal judge ruled against the merger on the grounds that it would harm competition under antitrust laws. This decision prompted USF to file a nearly $100 million IPO earlier this week.
According to IPO docs, USF services over 250,000 customer locations nationwide, including: independently-owned single and multi-unit restaurants, regional concepts, national restaurant chains, nursing home, hospitals, hotel and motels, country clubs, government and military organizations, colleges and universities and retail locations.
Opportunity: Since rebranding in 2011, USF has made “large” investments in marketing, merchandising and e-commerce. USF launches national products under proprietary marketing campaigns called “The Scoop.” Each “Scoop” features 20-30 new USF products and the campaigns occur several times a year. The campaigns are supported with print and digital promotions, food shows, customer tasting events and social media. USF also employs the “My Kitchen” marketing campaigns, which offer analytical insights and enable one-to-one promotions for select customers.
In addition to print and data-driven marketing campaigns, USF relies partially on grassroots, value-added marketing through “Food Fanatics” campaigns that combine local events with national media. These local efforts are primarily supported by USF’s “Food Fanatics” magazine, which is mostly funded through advertising and includes third-party content. In 2015, USF held 14 shows in 14 cities (each event was attended by around 1,600 people).
Note that while USF serves all customer types, focus is on independent and regional chains, healthcare and hospitality customers (which generated 66% of net sales in 2014). USF’s growth strategy moving forward aims to (1) increase its share with new and existing customers; (2) grow its share of “center-of-plate” and produce categories; and (3) expand its private brand program. Therefore, readers with experience in this industry should reach out to secure print, digital, event and social media related work.
Experience: In July 2015, USF named Steve Guberman as chief merchandising officer. He had previously served as SVP of merchandising and marketing operations at USF.
New Product Launch: USF plans to launch a line of over 250 sustainable products in 2016. It is also in the process of removing artificial ingredients from its private brands by substituting all-natural alternatives.
Competitors: In addition to Sysco, there are over 15,000 local and regional competitors. These distributors usually fall into one of three categories: (1) broadline distributors; (2) distributors who carry products specified for large chains and (3) specialized distributors (e.g. meat or produce). Additionally, a number of “adjacent” competitors exist, such as cash-and-carry retailers, commerical wholesale outlets and warehouse clubs, commercial website outlets and grocery stores. See chart for a list of specific competitors.
USF places its share of market around 9% for 2014. Note that the foodservice industry in the US is large and fragmented and USF accounts for around $23 billion of the $268 billion in total industry sales.
Digital Breakdown: According to Moat, USF ran 14 display ads on 13 publishers in 2015 (8% mobile). Top ad destinations included nrn.com, restaurant-hospitality.com, riverfronttimes.com, timesunion.com and pessconnects.com (91% placed site direct). USF also ran five high impact ads in 2015. In 2014, 23 display ads were run on 11 publishers (9% mobile).
9399 W. Higgins Rd.
Rosemont, IL 60018
Vice President, Marketing