Member Article

Fairway’s innovative digital transformation underway

Buying group Fairway Foodservice has kick-started its digital transformation to shake up how foodservice companies interact online.

Fairway has launched an innovative website, which includes an industry-first intelligent on-site search for its own-brand range, as well as Fairway Insider, an added value newsletter for caterers.

The search function for the Fairway Assured range steps into the realm of e-commerce, with caterers picking products and finding their nearest Fairway member.

Additional benefits for users include an easy-to-use site structure, which allows caterers to search directly for a product as well as by cuisine type to support operators seeking creativity with recipes.

Fairway Insider will be sent to caterers across the UK and will provide tips and advice to help them grow their business and increase efficiencies across their operations.

Toby Jordan, marketing strategist at Fairway, said: “We recognise the importance of embracing online technologies and supporting our members and caterers to integrate it with their marketing and business activity. We have invested a lot of time and resources into our digital revamp, and our 20 members are thrilled so far with the results.

“The new website, which is optimised for mobile and tablet, has superior customer journey and user experience and is segmented to provide tailored content depending on your reason for going on the site.

“For example, for potential new members we have 10 reasons why you should join Fairway, with different messaging for suppliers and caterers.

“The intelligent search of our Fairway Assured range is particularly exciting. Caterers are often incredibly time poor and our functionality speeds up the buying process as well as offers new ideas for recipes and menus. In addition, they will be able to view product specification including nutritional information thanks to integrating Erudus with the site.”

Fairway’s digital approach extends with a proactive e-newsletter, which will be sent fortnightly to caterers and aims to add value to their work.

Toby added: “Fairway Insider will be packed with practical but brief content – ideal for the busy chef.

“We will be speaking to professional chefs as well as start-up companies to share their intel and experiences, as well as tips on topics such as upskilling, photography, and digital marketing.

“It will be a two-way communication channel and caterers will be able to showcase their signature dishes and put themselves forward for our features.”

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 £801.5m in 2019.

Alongside access to Fairway Foodservice’s extensive range of products, members benefit from collective buying power on a number of lines and significant marketing support.

This was posted in Bdaily's Members' News section by Sam Harris .