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AN ‘ACCOUNT-CENTRIC’ APPROACH
Because S&O has a mix of different vending accounts including municipalities, car dealerships, schools, offices and factories, it tailors its product offerings to the account.
The process begins with assessing what was already offered by the previous vendor. Shapiro or Kritz visit the account two or three times before taking it over to see what people buy or what they are saying. They may ask the location manager about the sales volume or send out an email blast or questionnaire for product requests.
When S&O took over an account with a majority of Hispanic workers, they assigned a driver who could speak Spanish. He came back with requests for brands more familiar to the Hispanic workers, such as Marinela and Bimbo. It was difficult to find some of the requested products, but Shapiro and Kritz used foodservice purveyors to help them meet the challenge. After putting in Hispanic pastries and cookies, sales at the account nearly quadrupled.
If a location is white collar, S&O looks at perceived healthy options, like granola and energy bars. S&O tries to get the brands this group would see at specialty retail stores, such as Trader Joe’s.
SCHOOLS SEEK NUTRITIOUS SNACKS
School requests for nutritious snacks have increased, according to Shapiro. Hence, S&O works with nutritionists to find healthy alternative foods such as fruit smoothies, fresh fruit and other seasonal perishables, as well as the baked chips.
“It means carrying a wider product variety, but we believe it’s a necessity,” said Kritz. One example of how carrying specialty products benefits S&O is a high school requiring kosher products.
