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

“By the same token,” she continues, “our catalogs do a great job of supporting our reps and illustrating what we offer. One wouldn’t work without the other.”

The $406-million company sells more than 1,000 Don-branded products, as well as a huge number of other brands from more than 2,000 vendors. Categories most frequently shown in its catalogs:
- tabletop, the trendiest area, includes items such as glasses and place settings;
- small items such as ladles, spoons and small utensils;
- equipment including refrigerators and ovens;
- paper/disposable goods such as napkins, takeout containers and plastic plates;
- janitorial items including cleaners, brooms and mops; and
- furnishings such as tabletops and bases, linens and skirting.