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

In the foodservice industry, primary decision-makers include chefs, managers and purchasing agents. But in many locations there are multiple decision-makers: The chef identifies some needs, while the food and beverage director identifies others. Also, there’s a lot of movement in the restaurant industry. Chefs move from restaurant to restaurant; plus new restaurant construction drives change in the industry.