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Fairway launches survey to help its wholesalers understand consumer demands

Fairway Foodservice is running its second caterers survey to help improve understanding of the most important, and any changing, aspects caterers need from their wholesale supplier.

Fairway launches survey to help its wholesalers understand consumer demands

"The survey gives us and our members an honest and valuable insight into whats important for caterers."
Richard Ellison

The leading buying group carried out a similar questionnaire two years ago, with caterers sharing vital information about purchasing decisions and trends.

The results helped ensure Fairway’s members were offering the most appropriate products and services to meet shifting customer requirements, as well as highlighted any areas to improve where caterers felt necessary.

Caterers will benefit from filling in the survey by being entered into a prize draw to win £500 (first prize), £300 (second prize), and £200 (third prize) to spend with a Fairway member.

Richard Ellison, marketing & events manager at Fairway Foodservice, said: “The survey gives us and our members an honest and valuable insight into what’s important for caterers.

“Feedback from a variety of customers helps us all to do the very best job we can in offering the correct products, with the right quality and the required delivery service.

“It also supports our understanding of the other services caterers need and want from wholesalers including the ordering process, menu ideas, sales support, local products, niche products, and promotional activity.

“It’s well documented that caterers value quality, service, and price, but these are just headlines which don’t give enough detail in each area – the better we understand caterers’ needs the better we can assist them.

“Businesses will be able to act on the findings and position themselves as the go-to foodservice wholesaler. For example, in the last survey we identified that when choosing a wholesaler, ‘relationships’ was the joint third most important factor, behind quality and service and alongside price.

“Sales teams are in communication very frequently with their customers and offer more than just order taking. Good sales people build an honest relationship with customers and provide genuine advice, help, and support, and many caterers appreciate it.

“The buying habits data in particular will be incredibly useful. For example, in the last results it became apparent that caterers were dipping their toes in the water when it came to ordering via an app. This allowed forward-thinking companies to implement digital technology to steel a march on competitors.”

The online survey, which takes approximately 10 minutes to complete, runs until 28 February. Submitted forms will be automatically entered into a prize draw with winners drawn at random. Visit https://www.surveymonkey.co.uk/r/J9XFVCG  to take part in the survey.

Fairway Foodservice is a buying and marketing organisation, which operates on behalf of wholesalers based in the UK, Ireland and Spain. Founded in 1984 by five frozen food wholesale distribution companies, it has grown from a collective turnover of £7m in 1984 to £653.5m in 2017.

Alongside access to Fairway Foodservice’s extensive range of products, members benefit from collective buying power on a number of lines, significant marketing support and subscription discounts to the Erudus One product specification database.