An Untapped Channel
Food-away-from-home is a large and faster growing market for CPGs than conventional retail. It accounts for nearly $300B in consumer spending (2018, Technomic, Inc.).
Consumer megatrends are accelerating food-away-from-home consumption growth: on-the-go-lifestyles, longer work days, an expanding foodie culture and growing populations of consumers who over-index food consumption to food-away-from-home channels.
Seizing Food-Away-From-Home Opportunities
We represent brands in attractive, independent segments of the food-away-from-home channel.
- This channel is highly relationship driven. We understand the wholesaler mindset and what resonates with their IFSO customers, so we’re able to bring our partners’ brand-packages to the forefront in these non-traditional outlets.
- We have open lines of communication with wholesalers on what’s working and what isn’t. Because they know we understand their business model, so we can align their needs with our brand partners to assist in creating effective and valuable marketing and promotional programs that resonate with wholesalers and IFSOs.
- We look at all the white space for the brand and collaborate with wholesalers on how our brand partners can maximize their opportunities. Through this process, we gain insight on competing brands which creates incremental growth opportunities for CPG companies to expand their portfolio horizontally and vertically.
- We analyze and understand the size and scope of the opportunity for each brand partner. We work directly with our partners’ frontline sales and management teams to create plans and programs that deliver long-term brand growth with short-term objectives.
- We work to ensure our partners’ brand-packages are in first position with prime locations in wholesalers. This positioning is crucial to securing brand awareness and a competitive advantage that has proven to deliver results.
CMG gives you the ability to capitalize on the growth opportunities in this booming channel while using it as a springboard for winning in others.
Food For Thought
Are you overlooking a channel that, for most brands, is bigger than Wal-Mart and growing?
Are you missing a “sandbox” that offers trial and awareness for brand innovation in an extremely cost-effective manner?
planning for maximum growth
We develop a plan to leverage brand features and benefits based on the competitive landscape, industry tactics, and IFSO and consumer dynamics. We determine if your brand is competitively priced, has adequate space and is positioned for awareness, trial and long-term performance.
going one-on-one with decision makers
We work directly with wholesalers and IFSOs, communicating and implementing approved programs and pricing strategies. We ensure the brand is available, merchandised to drive awareness, priced to drive purchase intent, and given the space to support its velocity.
managing for long-term success
We actively manage for ongoing success, regularly gathering and reviewing brand performance data with our partners and resolving issues, from distribution to billing, that may arise between our partners and wholesalers.
CMG provides a path for addressing brand issues quickly and efficiently through the independent wholesaler channel.It offers a cost-effective and efficient method of engaging today's consumer through fast-growing independent retail and foodservice outlets.
The Wholesaler Channel
- A growing $20 billion industry
- More than 1,000 wholesalers nationwide
- More than 300,000 independent foodservice operators
- Each independently owned and operated*
*except Jetro/Restaurant Depot
- More than 40 years of industry experience
- Seasoned national sales team with 1:1 relationships
with all decision makers
- Analytics that provide consumer and competitive analysis, pricing architecture and marketing strategies
- Exclusive service provider of in-outlet execution for consumer products companies in wholesalers
- Longstanding relationships with national blue-chip brands
Building brands in the future requires a fresh approach.Ours has a proven record of exceeding client expectations on all key business metrics.