Who (About Me)
Mike Levinson, RD
Mike has over 25 years in the foodservice and retail industry, particularly focusing on his expertise in consumer packaged goods (CPG) distribution. With a rich background that spans both startups and established brands, Mike’s unique perspective is invaluable for understanding the complexities of product movement through the supply chain. His innovative FS Octopus concept serves as a compelling illustration of the multifaceted nature of foodservice sales, encompassing distribution, marketing, customer relationships, and brand positioning.
Mike’s experience at Performance Food Group (PFG) has further solidified his understanding of the distribution industry, making him a prominent figure in the field. His strong presence on LinkedIn indicates that he is a go-to resource for professionals seeking knowledge and collaboration in this space.
If you are interested in collaborating with Mike, featuring him in a project, or simply learning more about his expertise, now is the perfect time to reach out. His insights could greatly enhance your understanding of the foodservice and retail sales landscape.
Schedule a FREE 30-minute session with Mike
What Is Foodservice/Alternative Channels?
Dive into the alternative channels world
Foodservice/alternative channels encompasses a wide range of establishments and channels through which people can access and enjoy food outside of the homes. There are 8 tentacles/channels to explore and see if your product is the right fit for any of them.
Colleges/Universities/K12
Colleges and K-12 focus on nutrition, convenience, and student preferences.
Restaurants
Restaurants prioritize quality, presentation, and customer experience in foodservice.
Hotels
Restaurants emphasize menu creativity, quality ingredients, and exceptional customer service.
Cruise Ships/Prisons
Cruise ships and prisons focus on bulk meals, dietary restrictions, and cost-effective foodservice solutions.
Convenience Stores/ Micro-Markets
Convenience stores and micro-markets prioritize quick access and diverse snack options.
Hospitality
Hospitality emphasizes exceptional service, comfort, and memorable guest experiences.
Hotels
Military foodservice prioritizes nutrition, efficiency, and sustenance for personnel, ensuring readiness and morale.
Business/Industry/Tech campuses
Focuses on selling either a cpg product on the campus or true foodservice.
Pricing Structure
We offer two pricing options for our consulting services:
Circle private group which offers 5 (one-on-one) 1 hour long consulting
Monthly Rate for Longer Contracts
Circle members- services include:
Channel Focus Setup: We will help you define your channel focus and provide you with the necessary tools and recommendations, including client and distributor connections, program suggestions, and broker introductions.
Roadmap for Growth: We will create a basic roadmap for your growth strategy, outlining key steps and milestones. Finding the right broker, category buyer, distributors contact information to introduce your brand and product.
Monthly Strategy Calls: We will schedule monthly webinars and live events to discuss your foodservice/alternative channel game plan.
Go-to-Market Plan Development: We will strategize, design, and develop a comprehensive go-to-market plan for your sales team, consulting on which channels to prioritize along with a detailed business plan and timeframe.
Additional Services for Longer Contracts
Expand Your Distribution Horizons
For contracts of 6 months or longer, our consulting services will also include:
GPO Navigation: Assistance in navigating major Group Purchasing Organizations (GPOs) such as Aramark, Sodexo, Compass, Delaware North, and Premier.
Focused Foodservice Avenues: Collaboration with your sales team to explore targeted foodservice avenues, including quick-service restaurants (QSRs), hotels, fast casual dining, military channels, and other relevant markets.
Broker Recommendations: We will identify and recommend regional brokers who specialize in commercial foodservice channels and assist in managing these relationships. We have connections that can effectively serve specific channels and markets.
By choosing our consulting services, you will gain access to a wealth of knowledge and expertise that can significantly enhance your business’s growth and market positioning. We look forward to the opportunity to work together and help you achieve your goals.
Key Take-Aways
1. Understanding foodservice, the different tentacles or channels to introduce your product, the main difference in foodservice vs. retail and why do you want to get your product into the foodservice tentacles. And which tentacle is right for my product?
2. I have my product, tentacles to attack and my pricing works. Completed the competitive grid with an understanding of what makes my product different from the competitors, pack size for front of the house or back of the house and my sample size is complete with a system in place to send out samples and tracking.
3. Understanding the different type of distributors as well as examples of broadliners and specialty ones. Focusing on the buyers and category managers/chefs rather than time spent on the distributors. Basic understanding and education on DOT Foods- who they are and why I need them for my business once established distribution in place. Force distribution- a term you need to learn and understand.
4. GPOs- who they are, examples of some, what they do, why I need them, how to approach them and when is the right time to focus on GPOS.
5. Selling into the different tentacles, how to sell in to them, focusing on social media and marketing, brokers- who, why, and how to work with them, trade-shows- are they right for me and if so which ones and why, growing your foodservice business with a solid 5 year game plan, contacts in each tentacle.
The clear, concise, to the point, in your face, no BS approach to foodservice and alternative channels.
Foodservice Product Channels
Understanding foodservice channels is crucial for product placement, enhancing visibility and maximizing sales opportunities
Product Launch Strategy
With a solid competitive analysis, unique positioning, and effective sampling system, you're ready to succeed.
Distributor Types Overview
Understand different distributor types, focus on buyers, and learn about DOT Foods for effective business growth.
Understanding GPOs Importance
GPOs streamline purchasing, provide savings, and enhance operational efficiency.
Selling Strategies Overview
Leverage social media, collaborate with brokers, attend trade shows, and develop a solid five-year growth plan for success.
Navigating Foodservice Channels
Understand foodservice dynamics, identify target channels, and develop strategies for effective product introduction and growth.
Why invest in alternative channels & foodservice.
Benefits of Investing in Foodservice
Investing in alternative channels and foodservice opens new markets, increases brand exposure, and fosters customer loyalty. It allows businesses to adapt to changing consumer preferences and capitalize on emerging trends for sustainable growth.
Expand Your Distribution Horizons
Exploring Alternative Distribution Channels
Alternative channels in foodservice, such as convenience stores, micro-markets, colleges/universities and other channels provide unique opportunities for distribution expansion. Exploring these avenues can enhance brand visibility and cater to diverse consumer needs, driving growth in a competitive market. Innovative Food Distribution Solutions
By exploring alternative channels, your brand can significantly drive new sales, distribution, and customer base and following.
FS Octopus Checklist
The FS Octopus Checklist ensures comprehensive preparation for foodservice success through strategic planning and execution.
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About Us
Working Hours
Monday – Friday
9:00 am – 4:00 pm (breakfast, lunch)
4:00 pm-10:00pm (dinner)
Saturday – Sunday
10:00 am – 6:00 pm (breakfast, lunch)
6:00 pm-12:00pm (dinner)
26 Schoolhouse St.
Christiansburg, VA 24073
Contact Me
Email - Mike@FSOctopus.com
Linked In -
10:00 am – 6:00 pm (breakfast, lunch)
6:00 pm-12:00pm (dinner)
26 Schoolhouse St.
Christiansburg, VA 24073
