Article contributed by Marc Fugaro, Tri-State Marketing
Later in my career when I joined RATIONAL, I learned the support side of foodservice: helping build kitchens, supporting culinary teams and seeing projects move from concept to reality. I also got to know the network of reps, dealers, consultants and service companies that keeps this industry moving. Those experiences shaped the way I look at the manufacturers’ representative today. We are not simply product presenters. The strongest reps have become consultants, educators, problem-solvers and, perhaps most importantly, connectors.
Years ago, a rep’s job centered on bringing information from the manufacturer to the dealer or operator. Today, everyone has access to an endless amount of information online. Some is useful. Some is incomplete. Some is simply wrong.
The customer needs someone who can explain what the information means for their operation. Will the equipment fit? Is the electrical service correct? Is the drain size right? Are necessary options included? Who should install it? How will the staff use it every day? Those questions are why I believe the earlier a rep becomes involved in a project, the better.
When we get involved early, we can help determine the right product, understand the utilities available, identify installation requirements and recommend qualified partners. The goal is to catch mistakes before equipment arrives at the jobsite. If it does not fit, the utilities are wrong or an option is missing, everyone pays for it in delays, frustration and added cost.
At the same time, the issues our dealer and consultant customers face have become more complicated. It used to be enough to keep your customer’s catalogs updated and know your product lines. Today, customers are dealing with staff shortages, rising food and labor costs, pressure on profits, changing health codes, refrigeration requirements and evolving technology.
Our responsibility has evolved into understanding how those issues affect the products we represent and communicate that information clearly. Good communication and reliability matter more than ever. I often say reps are the best connectors in foodservice. We connect operators with designers who can turn a vision into a workable kitchen. We connect customers with dealers who can outfit the space. We connect projects with service companies that can keep the equipment operating after installation.
Another major change is the conversation around price. Operators are being asked to do more with less, which is one reason multi-functional equipment gets so much attention. But the least expensive product on day one is not always the least expensive over its lifetime.
I believe that reps need to help customers understand total cost of ownership. Think about refrigeration. It operates 24 hours a day. If a customer saves money by buying a lesser-quality unit and it goes down, the losses can quickly exceed the original savings. There may be repair costs, lost product, lost revenue, downtime and reduced productivity. A higher-quality piece of equipment may cost more initially, but if it lasts longer, improves productivity or reduces downtime, it may be the better investment. Part of our job is helping the customer see the entire equation.
Hands-on experience matters too. That is why I believe test kitchens, equipment demonstrations and training are so valuable.
A test kitchen gives customers the opportunity to work with equipment before making a major investment. They can see results firsthand, test recipes, think about workflow and decide whether a product truly works for their menu and employees.
Something else happens during those demonstrations: relationships get stronger. When customers spend time in your space, experiment with ideas and learn with your team, trust begins to form. That human relationship becomes even more important as technology changes our industry.
With the influx of technology and then AI, more products can now track recipes, portions, service calls and other operating information. Data is becoming valuable to both customers and manufacturers. As factories learn to capture and use it, they can become more proactive in sales, service and support. Artificial intelligence is changing how we work as well. At Tri-State, we are looking at ways AI can help us provide better and faster responses while preserving the human touch.
The challenge for technology is that it has to solve a real problem. Automation is here, yet many operators still choose simpler solutions because of staffing and training realities. The best rep will not push technology for technology’s sake. The best rep will understand it well enough to tell a customer whether it truly makes sense.
Technology is also changing what manufacturers expect from representative firms. Today, reps may help quote products, specify brands, support inside sales and manage CRM systems. Information coming from the territory is valuable to the factory.
Our marketplace relationships remain one of the biggest assets we bring to manufacturers, and those relationships have to be earned.
Reps also find themselves having to help the industry navigate the addition of ecommerce to the E&S marketplace. That is also why end user operators should be careful about buying based only on what they find online. I have seen equipment advertised at prices below what we could sell it for, only to discover necessary options were missing. A low price without the right configuration is not really a comparison. Buyer beware is good advice. Better yet, work with someone who understands the product and the operation.
Looking ahead, our industry has to do a better job bringing young people into foodservice. Hospitality is one of the best-kept career secrets for high school and college students. Many assume the industry is limited to serving food or becoming a chef. They do not realize how many opportunities exist in sales, accounting, marketing, social media, management, manufacturing, distribution and ownership. Rep firms, manufacturers, industry associations and colleges all have a role in showing the next generation what is possible. Once we bring people in, we have to invest in them.
At Tri-State, reinvesting in the business and our people is central to how we prepare for the future. Our new Katonah, NY showroom is one example. Growing our team to 23 people gives us greater capacity to support quoting, tracking and processing. We continue investing in social media, and we are incorporating AI tools to help us respond more effectively.
None of those investments changes the most important part of our business: relationships.
The modern representative may have more technology, data and responsibilities than the rep of 20 years ago, but success still comes down to understanding the customer, communicating well and being reliable.
The lesson I would give any rep is simple: do not measure your value by how much product information you can repeat. Measure it by how well you understand the problem, how early you help solve it, how effectively you connect the right people and how consistently you support the customer after the purchase.
It’s important to remember that we are not just representing manufacturers and their products anymore. We are helping customers make better decisions.
Marc Fugaro is a Partner at Tri-State Marketing and a foodservice industry professional whose career began with Compass Group on the Chartwells collegiate dining side. Working across departments, from catering, purchasing, retail, and to summer office management responsibilities, gave him an operator’s view of how every part of a foodservice team connects. He later joined RATIONAL, where he learned the support side of the industry, helping move kitchen projects from concept to reality while working with culinary teams, reps, dealers, consultants and service partners. Today, Marc brings that perspective to manufacturers’ representation as Vice President of Strategic Alliances at Tri-State Marketing Associates. He focuses on education, communication, specification support, training and customer satisfaction. He believes the strongest representatives serve as connectors and consultants, helping customers make better decisions before, during and after a purchase. Through this column, Marc will share lessons designed to coach industry professionals as technology, operating pressures and customer expectations continue to reshape foodservice equipment and supply sales.
