In the dynamic world of foodservice, staying ahead of evolving culinary trends is paramount for professionals seeking to profitably satisfy the ever-changing tastes of dining consumers. Finding solutions to assist customers in creating new and exciting menu options requires several key ingredients.
Personalized sales guidance and support has become essential as restaurateurs and foodservice professionals seek insights into emerging trends and consumer preferences.
Tailored marketing strategies enable chefs, restaurateurs and the distributors that serve them to effectively communicate their unique offerings, ensuring they resonate with target audiences and stand out in a competitive dining landscape.
A skilled foodservice broker can be a game-changer for chefs, restaurants, and food distributors, driving both profitability and culinary excellence. These professionals act as intermediaries, connecting food producers with the culinary industry to streamline supply chains and secure the best ingredients.
Their extensive networks and industry knowledge ensure chefs get the best products at competitive prices, which is crucial for maintaining a balance between cost and quality. This access allows chefs to craft innovative and delectable dishes, attracting discerning customers and enhancing restaurant and foodservice operators’ reputations.
With a vision that the foodservice industry in Metro New York needed a dedicated food broker to be a vital partner to both industry and operators, Advantage Marketing has anticipated and exceeded manufacturer and customers’ needs for over half a century.
The Long Island, NY, based brokerage’s team of highly experienced sales and support professionals understand the needs of the industry from the front to the back of the house.
Across a variety of service channels from restaurants, commissaries, health care, K-12 to broadline foodservice operations, Advantage Marketing leads with the simple yet powerful strategy to “Support the Food Service Operator,” always prioritizing their principals’ pre-set goals.
To continue accomplishing this mission, the company has celebrated their 50th year anniversary with a move to new corporate headquarters in Edgewood, NY.
In honor of their anniversary, Total Food Service spoke with Advantage Marketing’s partnership team: Mitch Levine, Brigitte Rounds, John Williams, and Ron Fast.
They discussed their company’s new Long Island home, which will feature a fully equipped culinary center and conference facility to host both end-user and distribution customers.
“We are so proud of what we have built,” Levine noted. “As we see our past and future trajectory, the right home became an essential part of our plan.”
The Advantage Marketing management team has committed to remaining an independent foodservice brokerage firm, bucking a trend of the last decade to create national brokerage companies.
“Remaining independent in Metro New York offers us the advantage of directly supporting our manufacturing partners to provide products tailored to the specific needs and preferences of our customers, fostering stronger relationships and loyalty,” added Rounds.
“It also reduces the overhead and complexity associated with managing a national brand, allowing for a focus on quality and customer satisfaction,” Levine continued.
“Over the years, we’ve been approached by many to expand to other territories,” Levine shared.
“We are proudly based in Metro New York, one of the largest foodservice markets in the county, and didn’t feel the need to expand regionally or nationalize our firm. We stayed the course, striving to be the very best provider of foodservice broker representation in the 100-mile radius of New York City, with offices and test kitchens in both New York and New Jersey.”
“We have always emphasized the importance of our relationships,” Williams offered.
“As foodservice brokers, we’re not just connecting with distributors; we also build relationships with the key operators driving the foodservice business. We want to deliver the best balance possible between our distributors and operator partners. At the center of it all is our mission to provide the very best products the industry offers. Combined with enduring relationships and industry knowledge, we have an unbeatable team.”
A key to Advantage Marketing’s success has been their ability to respond to the changing needs of its customer base. Levine and his team see changes in what distributors are looking for from their broker partners.
“They’re depending on partners who can access opportunity and utilize technology to make real time decisions,” he said, “and to provide in depth product training and education to their sales and customer service personnel. Over time, we’ve earned the respect from both our principals and customers for which we are most proud.”
This trust equally defines Advantage Marketing’s relationships with operators, as described by Fast, “We need to be a thesaurus for our food service end users in today’s climate. When our operators call us looking for new ideas, solutions, and menu ideations, we know we have done our job for our manufacturer and distributor partners”.
Foodservice dynamics have changed over the years, reflecting larger-scale shifts in the economy and diners’ buying and eating habits. Yet through it all, “one thing people don’t want to sacrifice,” Levine insisted, “is good food and a good dining experience”.
“We assist our operators by creatively merchandising products designed to provide value to their customers thereby encouraging a return to positive dining experiences, whether it’s take out or dining in.”
Advantage Marketing’s expertise runs deep through many key foodservice segments. In addition to broad line accounts, Advantage Marketing has had great success in selling the alternative foodservice market.
“We knew this type of volume existed in the Metro New York Market, we just needed the right partner to help us capture it, is what many of our principles have told us over and over”, Fast says.
“For our K-12 customers, we provide solutions and products for what school districts need, and we respond instantaneously and honestly,” Rounds said. “We need to be familiar with the changing USDA regulations and how our products apply.
Today, schools are looking more for scratch-ready foods, international menu options and ideas for better utilization of their USDA commodities. Directors also need support with administrative responsibilities, and we provide the required supporting product documentation to assist,” Rounds continued.
“Brigitte is known across the country as the K-12 expert and that’s not me saying that; that’s the industry talking,” Levine said, “Her relationships are magical.”
Advantage Marketing takes great pride in creating their professional sales and marketing team.
“Great leaders aren’t the best at everything, but they find people who are the best at different things and get them on the same team — and that’s what we aim to do at Advantage,” Fast remarked.
The Advantage lineup features four chefs. In 2025, these chefs will be supported by a new state of the art culinary center designed and built in coordination with Westchester, NY, based equipment representatives PBAC and Associates.
“We also have recently added to our team extraordinarily talented young professionals. Their early career enthusiasm rubs off on us, as we share our experiences and expertise,” Rounds said.
“We understand and see the changes that lie ahead in our industry utilizing AI and technology,” Levine concluded.
“Our ability to continue to build a superior sales team that exceeds industry expectations is truly what sets Advantage Marketing apart. We see a future in which the human connection of the Advantage team will continue as we focus on direct and personal engagement with our customers.”
“Our camaraderie and collaboration are very special. If we continue to do what we do best, and collectively bring our extensive foodservice sales experience in Metro New York to our customers, the next 50 years will bring continued appreciation and success for what we strive to accomplish every day.”
For more information about Advantage Marketing’s history and services, visit Advantage Marketing Corp’s website.
