A micro market star in Dallas points his company to Fixturelite

Sept. 23, 2022
Louis Baresh with Executive Refreshments believes that the collaborative approach he enjoys with Fixturelite will be beneficial in the coming months as Executive Refreshments begins to focus on "resets" of many existing micro markets.

Louis Baresh of Executive Refreshments is relatively new in the business. Still, according to his dad (company founder Lou Baresh), his son has been driving sales, adding new business, connecting with clients, troubleshooting challenging situations, and working to elevate every aspect of the operation, including micro markets.

Top 40 Under 40

Baresh was recently recognized by Automatic Merchandiser as one of the Top 40 Under 40 in the convenience services industry. He is about to start an MBA program. He takes a thoughtful approach to business decisions, and just three months ago, he decided that working with Fixturelite was the best way to elevate his company's micro market business.

No more "cookie cutter"

"A cookie-cutter approach no longer reflects what we want and need to achieve with our clients," said Baresh, who admittedly wears a few hats beyond his title of "sales manager" at Executive Refreshments. "We understand that companies today are investing in their workplaces to bring the work back to the office. We were looking for a provider who understood the exceptional experience that we want to give our clients. Fixturelite was clearly the answer for us."

Key questions

Baresh notes that the Fixturelite approach regarding a new location starts with key questions that other providers weren't asking. It was a different conversation. Baresh said that the initial discussion with the Fixturelite team caused us to think differently about how we approach micro markets and stand out among our competitors.

A long runway

Steve Orlando, the co-founder of Fixturelite, the industry's leading supplier of micro market retail displays, equipment and design tools, sees a bright future for Baresh.

"Louis is ambitious and smart – he's got a long runway ahead of him. He's out there making things happen, engaging and personable; he's open to using tools that help him create an experience for the customer before that experience ever exists. He takes them through a journey they never knew was possible and stands out among his competitors."

The client journey

For Baresh, that client journey is driven by two things – Fixturelite's Design Tools and direct support during the selling process from their Customer Success Enthusiasts. "During the selling process, I always tell the prospective client, "For our micro markets, we use Fixturelite, a retail design and manufacturing firm with the highest quality products," Baresh said. "Even though I can certainly use the Fixturelite design tool myself, their customer success team is more than willing to jump on a call with us and walk the client through some design concepts and present some fresh ideas. That is powerful from a selling standpoint."

Beyond impressed

"After seeing the renderings and virtual walkthrough on the design tool, our clients are beyond impressed. They are also impressed with the quality and the convenience store feel our concepts bring to a breakroom." Baresh explained. "At the pace Louis is going, he's winning business by showing up as an expert in his field," said Orlando. 

Resets coming

Baresh believes that the collaborative approach he enjoys with Fixturelite will be beneficial in the coming months as Executive Refreshments begins to focus on "resets" of many existing micro markets. Baresh is confident that revamping some larger existing accounts and replacing his older solutions with new retail-focused shopping environments will result in a nice revenue boost.

Branding – done right

As Baresh elevates his micro market operation, he's become more focused on branding. "If he continues to create a brand for his markets, HR managers and facility managers will get to know Executive Refreshments and will associate their micro markets with the highest quality – with an emphasis on design," said Orlando.

In the past, Executive Refreshments typically branded its markets with its customer's company name and used an abundance of color and graphics to make a statement. He and his dad are seeking a new approach. "It's our investment, and we want to create brand recognition and customer loyalty," he said. Baresh added that since his company is committed to providing the finest service and an exceptional breakroom experience, it only makes sense to have the Executive Refreshments brand associated with the micro market.

"Fixturelite is a partner"

While making Fixturelite their supplier, it made sense to Baresh to call them much more than a supplier. "Fixturelite is a partner," he said.

For Orlando, the relationship is "beyond refreshing," as Executive Refreshments is precisely the type of operator Fixturelite wants to serve. "They get it," said Orlando. "Like us, they are interested in making the most of an account; they aim to elevate the breakroom experience for their customers. When an operator can dial into the customer's needs and deliver, that's a win-win for both parties."

Ready to point your company toward high-revenue locations? Go to www.fixturelite.com to learn more.

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