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

Because as Baiden points out, whether it’s offering bulk rolls of paper towels to the maintenance manager or new stoves to the head chef, Edward Don’s goal has always been to sell its clients “everything but the food.”

About Edward Don & Co.

Headquarters: North Riverside, Ill. (near Chicago)
Products: Foodservice equipment and supplies
Founded: Family-owned since 1921
# of customers: 15,000
Annual revenues: $406 million
# of SKUs: 15,000
# of catalogs: 11 titles, some created more than once per year
Total volume of catalogs mailed annually: 90,000 (some are distributed only through salespeople)
Printers: Ries Graphics and Liberty Graphics