Chairman's Message

Winning Through Value

FEDA initiatives like the Emerging Dealers Council are equipping dealers with a strategic advantage as they compete in a fast-changing industry.

Marc Tell

Chairman, FEDA

CEO, Sam Tell Companies

With the global foodservice equipment market already at $35.9 billion and projected to grow another 7.1 percent annually over the next six years, according to Grand View Research, it’s unsurprising that new entrants are looking to elbow their way into our industry. But many of them misunderstand why restaurants and other operators continue to rely on foodservice equipment and supplies dealers to fill out their kitchens and bring their concepts to reality. The most accomplished dealers in today’s market look beyond competitive pricing and aim to create a wide range of services that require experience and skill.

In the most basic sense, dealers connect customers with manufacturers by supporting all aspects of an equipment purchase. Our expertise means we can consult on what equipment is right for an operation, preventing customers from overspending on unnecessary features or placing an oven too far from the gas connection. We also manage inventory to ensure that a chain restaurant can get a four-basket fryer when they need it. Once that order is placed, we coordinate delivery and installation so that restaurants, whether they are ground-up builds or remodels, can open on schedule with everything working as expected. Many dealers even provide credit options or alternative financing, enabling operators to invest in equipment upgrades sooner than they had thought possible.

The breadth of services dealers offer continues to grow as we refine our go-to-market approach both logistically and technologically. Dealers are constantly finding ways to cut down the time between order and delivery while advancements in e-commerce and customer data are making it easier to reach customers and upsell them on complimentary items. This work benefits manufacturers as well, as they gain access to our client bases while being able to focus on what they do best — creating equipment that lets foodservice operators realize their culinary potential.

For more than 90 years, FEDA has been distributors’ strategic advantage, solidifying our place in the industry and helping us deliver the value that sets us apart. The formation of the Emerging Dealers Council (EDC) last year was a natural next step in those efforts and a recognition that further progress requires collaboration and a closer exchange of information. The council is designed to give dealers a platform where they can examine the unique needs of smaller, but growing dealers so that they may help FEDA develop new resources that will position members to compete in the future marketplace.

The group has only been around for a year, but already its impact is being felt. The EDC has reviewed numerous operational and technological solutions that can help smaller dealers ignite their next stage of growth. As someone who took over their family business in the 1980s when it had only seven employees, I understand the limitless value of the knowledge sharing made possible by the EDC. My advice to those innovative and eager dealers is to find something that you do that’s different from others — whether it’s delivery style, design capability, communication innovation, or simply always being available. I also urge you to seek mentorship both within and outside the industry, as a trusted voice can be indispensable when you just need to chat about successes and challenges.

With our unrivaled drive to deliver value and FEDA behind us, I’m confident most of those conversations will teeter toward our successes in the years to come. Thank you for welcoming me as your next FEDA chairman and I look forward to sharing our experiences and growing our industry together.