Metro New York OCS Firm Re-brands Itself to Sustain Growth
Inspired by UPS' multi-media campaign, Robert Friedman decided it was time to take Coffee Distributing Corp., already a market leader, to the next level. The investment has paid off in a stronger market presence.
Coffee Distributing Corp. timeline
1963: Brothers Sam and Lou Friedman launch company.
1966: Company launches a single-cup freeze dried coffee dispenser evolving to portion packs of ground coffee.
1966 to 1974: Annual sales grow to $819,000 carrying Martinson, Maxwell House, and Brown Gold. Offerings expand to include: cups, hot cocoa, instant soups, and condiments. CDC launches direct mail marketing.
1975: Following the passing of Lou Friedman, Sam Friedman hires his son, Bob, then a practicing defense attorney, as a partner.
1975 to 1980: CDC develops a private label, which quickly becomes the second largest seller. The product line expands to include sodas, juices and snack items. Sales grow to $3.3 million annually.
1981: CDC workers unionize.
1980 to 1986: CDC acquires several firms, including Custom Coffee and Central Convenience Service. CDC introduces the "Water Safe" 5-gallon bottle cap and installs thousands of Coca Cola BreakMates. CDC expands collateral sales materials and adds a staff of telemarketers.
1991: CDC purchases assets of Professional Coffee Plan.
1994: CDC becomes exclusive distributor for the new Lavazza Expresso Point single-cup cartridge system, and becomes Timothy's World Coffee's first OCS distributor.
1995: CDC workers decide to decertify their union.
1996 to 1997: New Jersey satellite office opens. CDC launches a Website with basic on-line order placement features to augment phone and fax orders. A vice president of marketing is hired. CDC reaches $18 million in sales.
1997: Business explodes when the company becomes the New York/New Jersey distributor for Flavia beverage system. The company expands marketing exposure through trade show participation. The company hires Tom Hagan to lead single-cup coffee sales.
1998: CDC moves to its 60,000-square-foot facility in Garden City Park, N.Y.
2001: September 11 terror attacks severely impacts the company's sales.
2002: Massive reinstalls of equipment to new client locations and on-line ordering keep sales steady. Friedman conceives the re-branding marketing plan.
2003 to present: CDC hires Steve Wallach as executive vice president and begins a re-branding campaign and plans for expansion of physical space, an additional 34,000 square feet, to consolidate vending and service facilities.
UPS marketing campaign wins retail industry accolades
Robert Friedman of Coffee Distributing Corp. wasn't the only marketing expert impressed by the UPS marketing campaign.
During the National Retail Federation's 96th annual convention, the results of an independent study identified The UPS Store® as the most competitive retailer for 2007. The study, "New Dynamics that Create and Build Retailer Competitive Advantage 2007," stresses how a brand interacts with customers as a driving force in maintaining a competitive edge.
Profile: Coffee Distributing Corp. Headquarters Location: Garden City Park, N.Y. Founded: 1963 Chief executive officer: Robert Friedman Number of OCS Routes: 5 Number of Employees: 250 Marketing staff: 5 inhouse telemarketers, 20 full-time sales reps Ad agency: Paul Jann Advertising, East Norwich, N.Y. Web design firm: Goodspider Inc., East Norwich, N.Y. Internal distributing billing software: Metroplex Data System, Dallas, Texas. 2006 Sales: $52 million