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    Tyson Makes Strategic Shift in Approach to Foodservice

    New division teams identify problems, supply support and resources for operators.

    SPRINGDALE, Ark. — Tyson Foodservice launches Tyson Foodservice Teams, a new customer-centric division that focuses on foodservice operators’ challenges and provides them with specific, integrated options to fit their needs.

    Tyson Foodservice Teams is comprised of small, specialized Foodservice Teams that understand what’s "on the line" for operators, like increased competition, rapidly changing taste and trends, and rising rents and wages. Teams cover channels, including restaurant, college and university, grades K-12, convenience, hospitality, and military. 

    "It seems many operators may feel that food companies are 'out of touch,'" said Kim Cupelli, vice president of marketing for Tyson Foods. "We aim to change that perception by supplying our customers with not only high quality proteins for the center of plate but also experienced, empathetic teams who can play a trusted, consultative role focused on their success."

    In support of the new division, Tyson Foodservice Teams launched an extensive "What’s On The Line" marketing and training effort featuring a renewed belief system and rebrand, including:

    • New "Core Credo";
    • Individualized channel teams with unique logo treatments for each;
    • Support and resource materials focused on each, unique channel; and
    • Website revamp with channel-specific content directed at operators.

    The "What’s On The Line" campaign will also increase Tyson Foodservice’s direct customer communication with added focus on one-on-one interaction, more visibility at national, regional and local trade shows, and online tools like the Tyson Foodservice Teams Source app.

    The strategic shift in Tyson’s approach to foodservice began with an extensive, six-month market intelligence and strategic planning initiative following the acquisition of The Hillshire Brands Co. During the initiative, the company surveyed more than 1,000 key, food-purchase decision-makers from all channels.

    According to Tyson, these initiatives uncovered a unique opportunity for the company to move beyond being a supplier of quality food solutions to becoming a trusted source of knowledge, expertise and confidence for foodservice operators.  

    "We exist to help our customers realize their fullest potential and know that finding new opportunities at the center of the menu requires understanding what’s at the center of the customer need," said Kristin Bird, senior vice president, foodservice for Tyson Foods. "This commitment must be practiced, not just promised, and that’s just what we plan to do."

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