US Foodservice changes
its name, brand identity
Sep 28, 2011 10:28 AM
US Foodservice has unveiled its new corporate name, US Foods, and brand identity reflecting its strategic focus on creating a better food offering and an easier service experience for customers.
“Our new name and brand image are a reflection of the many customer-focused improvements now underway at US Foods,” said John Lederer, president and chief executive officer. “We traveled the country and listened carefully to what our employees and customers had to say about how we can improve: provide better, more relevant, and innovative food choices and make it easier for our customers to do business with us. We believe this is a recipe for mutual success.”
Besides changing its name to US Foods—which research showed is how most customers and employees already refer to the company—a new logo and tagline will begin appearing on trucks, products, and in other areas. With orange and green food colors and a bold, simple design, the new image expresses confidence and a fresh outlook.
“The new image will remind us of our focus every day, and our new tag line, ‘Keeping Kitchens Cooking,’ will keep our customers front and center,” said Lederer, who joined US Foods in August 2010.
Beginning with the immediate launch of a line of new products exclusive to US Foods, the company is working to provide better products, more intuitive tools and technologies, and thoughtful service solutions and information—all underscored by this image transformation.
US Foods operates 64 test kitchens nationwide, including a Culinary Innovation Center in Rosemont IL. At the center, chefs help customers stay abreast of culinary trends, increase sales, and manage costs. In addition, a team of chefs and product developers regularly travel the world in search of new flavors and ideas. As a result, US Foods has introduced more than 800 new products in 2011.
The 10th-largest private company in America, the firm had used the name US Foodservice since 1993. It offers more than 350,000 national brand products and its own “exclusive brand” items, ranging from fresh meats and produce to prepared and frozen foods. With about 25,000 employees in more than 60 locations nationwide, US Foods is headquartered in Rosemont and jointly owned by funds managed by Clayton, Dubilier & Rice Inc and Kohlberg Kravis Roberts & Co.
Access www.usfoods.com for more information.
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