Fairway Foodservice unveils digital transformation

Fairway Foodservice has begun what it calls a digital transformation to shake up how foodservice companies interact online.

A new website includes an intelligent on-site search for its own-brand range, as well as a newsletter that targets caterers.

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

A newsletter titled Fairway Insider will also 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 Foodservice, 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 intelligent search of our Fairway Assured range is particularly exciting. Caterers are often incredibly short on time and our functionality speeds up the buying process as well as offering new ideas for recipes and menus. In addition, they will be able to view product specifications including nutritional information thanks to integrating Erudus with the site,” he added.

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Paul Hill is the Editor of Better Wholesaling. He can be found on Twitter at @BW_PaulHill, or contacted via paul.hill@newtrade.co.uk and 07960935659.


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