Foodservice equipment supplier Edward Don & Co. employs a targeted marketing strategy that helps it deliver the right message to the right person at the right time.

By Alicia Orr Suman

“Though the products are from various manufacturers, the Don truck theme ties the products specifically to us. Moreover, all the items included are not only new but in stock — important factors for a distributor serving trend-conscious customers,” Baiden says.

Don has six distribution centers — in or near Chicago, Philadelphia, Atlanta, Dallas, Los Angeles and Ft. Lauderdale, Fla. — and a fleet of 101 trucks. This differentiates it from most of its mid-sized foodservice equipment distribution competitors, and, it believes, gives it an edge in servicing customers quickly and efficiently.