Fashion-forward Wedgwood® Dinnerware Back on Luxury Tabletops!

Issue 10: February 2011
“We are all inventors, each sailing out on a voyage of discovery, guided each by a private chart, of which there is no duplicate. The world is all
gates, all opportunities.” - Ralph Waldo Emerson
Fashion-forward Wedgwood® Dinnerware Back
on Luxury Tabletops!
Wedgwood® EtherealTM dinnerware
makes a bold statement on the luxury
tabletop with textured and asymmetrical surfaces. Simply beautiful and
supremely versatile, this ultra-modern
fusion pattern draws on a Wedgwood®
tradition of taking inspiration from
nature. With its abstract and gently
waving lines, EtherealTM incorporates
contemporary design with the traditional beauty of bone china.
“The EtherealTM product line features
unique shapes and sizes and offers a
wealth of plating opportunities that
the finest of chefs will appreciate,” said
William Piper, Marketing Manager, Dinnerware & Crystal.
EtherealTM dinnerware offers a wide range of items
that easily accommodates most luxury menus.
In addition to traditional
pieces, this line offers a
unique and outspoken
personality that will pop
on the luxury dining
tabletop. EtherealTM is
being manufactured at
a new plant and we now
have excellent pricing for
our customers.
Shown: EtherealTM dinnerware
EtherealTM dinnerware
sales support materials include a brochure,
price list and PowerPoint. The files are available on the Foodservice
Sales Team Portal on the
Marketing Resources
page.
--------------------
spotlight
Peter Senisi of Oneida Canada
secured a $100,000 sale in VisionTM dinnerware for a 2011 rollout at Chartwell
Group of Retirement Homes.
Lori Morgan of Searles Associates
secured a $25,000 custom Wedgwood® MontagueTM dinnerware
order for The Bogey Club.
Phil Savard of Oneida Canada sold
$100,000 in Caspian Steak Knives and
Anchor Glass® for a rollout at Keg
Restaurant Chain.
Normand Bisson of Oneida Canada
sold $60,000 in Oneida® TundraTM
dinnerware and Oneida® flatware to
Gatineau Congress Centre.
Larry Sullivan of Sullivan and Associates sold a $161,000 order through
Sysco Chicago to Tinley Convention
Center. Products were GlacierTM,
New RimTM flatware, and assorted
holloware items.
Steve Mackell of Oneida Canada
sold $60,000 in chafers, glass and
custom dinnerware to the Calgary
Flames Hockey Club.
Kahla Harding of Sysco sold
$20,000 of Schönwald® CharacterTM
to Gaslamp Grill.
Oneida FS Kicks-off
Customer Contest
----------------------------------
The Foodservice Marketing Team is
bringing excitement to the table top
with a first-time contest geared towards operators called “Bring it to the
Table. ” This tabletop recipe contest
provides a customer-interactive environment that promotes the creative
use of Oneida tableware through the
submission of original plating executions for judging.
This contest provides a prime opportunity to reach out directly to operators and encourage them to participate in the contest for their chance to
win prizes. In addition to first, second
and third place winners, the top 20
finalists will be featured in a publication produced by Oneida that will
showcase each chef, their plating and
their recipe. In addition, the top 20
winners will be announced at Oneida’s booth at NRA on May 23rd. This
offers a tremendous opportunity for
exposure within the foodservice industry. There are also prizes available
for Dealer Sales Representatives and
Oneida Sales Representatives. The
Oneida Sales Representative associated with the First Prize winner will receive $1,000.00 cash!
All applications must be submitted
by April 15, 2011, via
www.oneidacontest.com.
Contest information is available on
the Foodservice Sales Team Portal.
contest spotlight
Tabletop
Recipe
Contest
GENERAL INFORMATION
Deadline for Entries:
April 15, 2011
www.OneidaContest.com
The Oneida "Tabletop Recipe Contest" awards a customer for the most
creative use of Oneida tableware through creative plating executions.
This contest is intended to create an opportunity for our customers to
engage in an area of their expertise with the challenge of using specified
Oneida products. The number of applications is limited to three per
customer and should include both a photograph of the plate serving and
written recipe.
PRIZES
Every Operator applicant will receive a $50 gift certificate to Oneida.com
for each entry at a maximum of three (3) entries per applicant.
First Prize
Trip for two (2) to New York City to attend a James Beard dinner at the
James Beard House. Including roundtrip airfare, two (2) night hotel stay,
meals and transportation while in New York City along with a $5000
credit towards a tabletop installation of choice.
Second Prize
$500 gift certificate to Oneida.com and a $2,500 credit towards a
tabletop installation of their choice.
Third Prize
$250 gift certificate to Oneida.com and a $1,000 credit towards a
tabletop installation of their choice.
First, second and third place winners will also receive:
DISCLAIMER
Oneida Ltd. assumes no responsibility for lost,
misdirected, illegible, late entries or postage due entries.
APPLICATION QUESTIONS
Those interested in obtaining application forms and
information on the application procedure may contact
Tania Golden at the Oneida Ltd. Office:
Phone: (315) 361-3144
Email: Tania.Golden@Oneida.com
• Free advertising on www.foodservice.oneida.com website for one year
• Recognition on a press release throughout the trade media and
Oneida's social media outlets
• Recognition in a special Oneida recipe book publication
• Recognition in Oneida's customer newsletters
• Engraved plaque and letter from Oneida's CEO and President
DEADLINE
The deadline for submission is April 15, 2011. Applications may be
submitted from January 17 through April 15, 2011. Complete applications
must be submitted on an official Oneida entry form on or before April 15,
2011. Only electronically submitted applications will be accepted through
www.oneidacontest.com.
www.oneidacontest.com
Service is Key - A customer quote from James Malby, Sales Representative, Cheney Brothers
“I just wanted to let you know that I just
completed two restaurant openings,
both of whom bought Oneida dinnerware and flatware. Both customers
qualified for the specifier program and
are thrilled with the products and service received. On both orders, we ran
into issues where certain products were
backordered, and in both circumstances the issues were handled to the cus-
tomers’ expectations, both quickly and
professionally. One customer waited
until the last minute to place the order
and found out the day before the soft
opening that their mugs were unavailable until March. Lisa Fuhrman responded quickly and had a substitute
item ready for them. Only four days
(including a weekend) passed from the
time we found out about the issue un-
til the time that their substitute mugs
arrived. The customer couldn’t believe
the response time. They have already
inquired about ordering more Oneida
products. I will always turn to Oneida
in the future whenever an opportunity presents itself because of the outstanding support that you’ve provided.
Thank you”. - Jason Maltby, Cheney Brothers
-------------------------------------------------------------------------------------
New Year Brings Updated NDG BOGO Program
The year 2011 rings in an updated
Next Day Gourmet/U.S. Foodservice
BOGO Program that runs through
June 30, 2011.
If your customer purchases a minimum of 50 dozen dinnerware from
the preselected patterns, they will receive in matching dozens their choice
of flatware or crystal from the selected
patterns listed on the flyer. The flyer
can be downloaded from the Marketing Programs page of the Foodservice
Sales Team Portal.
Key Highlights
Exclusivity: This promotion is exclusive to Next Day Gourmet/US Foodservice - No other distributor can
offer an Oneida free goods program
once your project has been registered
through the current spiff and specifier
program. Exclusive NDG Patterns can
be sold with the confidence that no
other distributor has these patterns.
Incentive Program
Returns for 2011
Oneida continues to offer competitive
pricing and enticing programs to our customers through our Elite Dealer Program.
Be sure to utilize the new 2011 Incentive
Program now that the new year is underway. The general form as well as dealerspecific forms are available on the Foodservice Sales Team Portal on the Marketing
Resources page.
The Red Hot BOGO Promotion for
NDG/USF had much success last year
helping Oneida penetrate new accounts in the marketplace. This year
the program still provides the opportunity to get free qualifying flatware
or crystal, with a different selection of
products.
This promotion allows each of you to
enhance the operator’s entire tabletop and help offset the costs with free
goods. The Spiegelau® name is one
of the most recognized quality crystal brands in the world and will help
open doors in your territory!
program spotlight
Start earning more money for yourself
and better pricing for your customers by
obtaining the 2011 Incentive Forms and
following two simple steps:
Step #1: Register your operator and
products.
RED HOT BOGO
FREEWARE FORM
Program Runs: January 3 - June 30, 2011
END-USER FREE GOODS ORDER FORM
QUALIFYING PATTERNS/SHAPES INCLUDE: BALUSTRADETM - INTERLACETM - SHAKERTM - GLISSADETM CITYSCAPETM - JUILLIARDTM - FESTIVALTM - CLERMONT TM - CONVENTIONTM - DANIELATM - NADINETM
ADDRESS:
CITY:
REPRESENTATIVE:
)
PHONE: (
E-MAIL:
STATE:
ZIP:
TITLE:
Step #2: Get the order and claim your
spiff!
Operator Information
SHIP TO:
CITY:
STATE:
ATTN.:
ZIP:
TEL:
(
)
Desired Flatware Order (NOTE: Equal dozens of dinnerware order for Dinner Forks, Teaspoons, and Knives only.)
ITEM #
DESCRIPTION
Quantity #DOZENS
Be sure to review the program qualifications, complete all forms and submit to the
appropriate personnel.
Please submit this form AND a copy of the customer invoice from the
dinnerware purchase via mail or fax to: ONEIDA LTD. FOODSERVICE,
Attention to JULIE FLAGLER, 163 KENWOOD AVE, ONEIDA, NY 13421
Fax: (315) 361.3399.
ONEIDA SALESPERSON SIGNATURE
H-2015B 1/11
set their costs and upscale their table
top at a time where they might be
carefully watching expenditures.
Own the table top: This is a great
way to “Own the Tabletop” and keep
the competition out!
This program is one of the most aggressive deals in the market place.
This is a great tool to generate excitement at your NDG/UFS location and
present unique and exclusive products/program with a competitive advantage.
Offset the costs: The savings on the
free goods can help the operator off-
All forms needed are available on the
Foodservice Sales Team portal.
Sales Tip
Be sure to go into every
sales call ready to sell an
entire tabletop!
If you are showing
dinnerware, be sure to
bring flatware and crystal
options as well.
----------------------------------
contest spotlight
Aim High and Become a Winning Top Gun Team;
Win a Trip to Germany, Austria or England!
Work as a team and “Fly into the Sales
Zone” for your chance to become the
top seller of any or all specified brands
in any of the four flight zones from
March 1 - December 31, 2011. Remember, it takes a team to close a sale!
Top Gun Team Members
• Oneida Sales Representatives
• Oneida Sales Managers
• Dealer Sales Representatives
Are you up for a challenge?
Be part of a winning sales team and
compete in up to four Flight Zones for
your chance to win great trips!
Flight Zones:
Wedgwood® - London, England
Schönwald® - Schönwald, Germany
Spiegelau® - Frauenau, Germany
Walther-Glas® - Bravnav, Austria
Wedgwood® Flight Zone Target
To be the Oneida Sales Representative
who generates the most Wedgwood®
installation dozens within the program
timeframe.*
QUALIFIER: Minimum of four (4)
Wedgwood® installations of 300 dozen
or more required.
• The Oneida Sales Manager associated with the Oneida Sales Representative winner joins the trip
• The Dealer Sales Representative associated with the Oneida Sales Representative winner joins the trip
Shönwald® Flight Zone Target
To be the Oneida Sales Representative
who generates the most Schönwald®
installation dozens within the program
timeframe.*
QUALIFIER: Minimum of four (4)
Schonwald® installations of 300 dozen
or more required.
• The Oneida Sales Manager associated with the Oneida Sales Representative winner joins the trip
• The Dealer Sales Representative associated with the Oneida Sales Representative winner joins the trip
Spiegelau® Flight Zone Target
The Oneida Sales Representative with
the highest percent increase in Spiegelau® sales compared to 2010 wins a trip
for one to Frauenau, Germany.*
QUALIFIER: Minimum Spiegelau®
sales must be at least 10% over prior
year and total a minimum of $25,000
in your territory required.
• The Oneida Sales Manager associated with the Oneida Sales Representative winner joins the trip
• The dealer organization with the
highest sales percent increase over
2010 of Spiegelau® will get to send
their top Spiegelau® sales representative on the trip
Walther-Glas® Flight Zone Target
The Oneida Sales Representative with the
highest percent increase in
WaltherGlas® sales compared to 2010 wins a trip
for one to Bravnav, Germany.*
QUALIFIER: Minimum Walther-Glas®
sales must be at least 10% over prior
year and total a minimum of $25,000 in
your territory required.
You can win all four
trips if you are the
top seller of each
brand!
•
•
The Oneida Sales Manager associated with the Oneida Sales Representative winner joins the trip
The dealer organization with the
highest sales percent increase over
2010 of Walther-Glas® will get to
send their top Walther-Glas® sales
representative on the trip
Trip Details
Each trip includes:
• Round trip airfare for one (1) to Germany, OR Austria OR England
• Three (3) days accommodations
• All meals
• Dinner with Wedgwood®, Schönwald® Spiegelau® OR Walther-Glas®
team respectively
• Exclusive tour of the state of the
art Wedgwood,® Schonwald® OR
Speigelau facility in Germany respectively
Program Dates: March 1 - December
30, 2011
Winners Announced: January 2012
Trip Dates: Spring 2012
Be sure to aim high and “Fly into the
Sales Zone!” Contact Marvin Deitz at
315-361-3730 or marvin.deitz@oneida.
com for more information.
-------------------
product spotlight
Raburn® Racks Perfect Companion for Tabletop Sales
Oneida has teamed up with Ecolab®
to provide the industry’s best ware
handling solutions. The Raburn®
rack product line offers expertise in
service, and is designed to optimize
performance and efficiency for a successful ware washing operation. This
is the perfect companion product
when selling tabletop. The purchase
of Raburn® racks will assist in lengthening the life of dinnerware, flatware
and crystal products, and can assist
with the efficient operation of any
dining establishment. Raburn® racks
are available in multiple compartment configurations in multiple col-
H-1921
ors. Many items can also be custom
imprinted, adding to the efficient operation of end users. Be sure to review
the cross reference chart for crystal
products that is included in the price
list (H-1997). This is a strong tool for
you to use while assisting customers
in purchasing the appropriate racks
for their crystal product.
The Raburn® rack brochure (H-1921)
and price list with comparison chart
(H-1997) are available on the New
Products page on the Foodservice
Sales Team Portal.
H-1997
Pass the Plate through
End of March
Oneida continues to support Sodexo’s
effort to stop hunger in the United
States by offering the Pass the Plate
program through the end of March.
For every Oneida luxury or fine dining
product any Sodexo unit purchases
through Edward Don through March
30, 2010, Oneida will donate 2% of
that purchase back to The Sodexo
Foundation.
A participating product list and more
program information is available on
the Foodservice Sales Team Portal.
------
program spotlight
Exciting Flatware
Launches to Come in
2011
Even with a quick glimpse out into the
retail sector it is clear that trends for
2011 say, “Vintage is in.” From furniture,
to clothing, shoes and design décor an
“aged-look” is taking hold for a popular
“relaxed-traditional” trend appeal.
So what does this mean for the tabletop? We can expect to see many new
product designs out in the industry
reflecting classic/modern influences.
Trend-right products will reflect simple,
natural and authentic esthetics and
materials.
In preparation for an exciting year
of foodservice metalware product
launches, we have applied careful consideration to market trends in order to
develop new, cutting-edge pattern designs. In the coming year, you will see
an array of new patterns added to the
Oneida Casual Dining 18/0 stainless,
heavy-weight collection. The new patterns will present an eclectic mix from
architecturally inspired decorative designs to understated yet elegant classic/modern designs. Looking to the
luxury and fine dining segments, you
will also see new decorative additions
to the Wedgwood® and Oneida® 18/10
collections. Finally, in efforts to spice
up our family dining and commodity
offerings we are also developing a few
new exciting proprietary designs.
We are incredibly excited to kick of the
New Year with brilliant products and
design concepts. Product launches are
scheduled for the Spring at NRA 2011
and also Fall 2011. Stay tuned!
Members of Latin America Team Attend Annual Show;
Meet with Numerous Decision Makers
Members of the Oneida Latin America
team traveled to the third G&H 1000
“Mexico Exclusive Trade Event,” which
was held in Aguascalientes, Mexico.
Team members Lino Gulias and Nalleli
Zanteno attended this exclusive event
to meet qualified, high-level buyers
from the most important hotel chains
in Mexico. This informal resort environment is the ideal venue to meet with
the buyers of the hotel and restaurant
industry. They had the opportunity to
spend more valuable time, face to face,
with the buyers than on any other sales
platform or trade show.
The first day the team had three group
meetings with 10 buyers each. During
the following days they had 30 meetings, where they showed to each one
of the buyers Oneida’s different lines of
products and the strengths of Oneida.
All attendees enjoyed a“San Marcos Night”
at the conclusion of the event, which is
very typical in that part of Mexico.
The numerous contacts made are very
important for Oneida South America,
and will be closely followed-up to encounter new business.
L to R: Lino Gulias and Nalleli Zanteno.
Oneida Latin America Directory
Sergio Franco
Managing Director, Latin America
011 52 55-9000-4175
sergio.franco@oneida.com
Nalleli Zenteno
New Sales Projects Manager
011 52 55-9000-4170
nalleli.zenteno@oneida.com
Fermin Chavez
Financial Director
011 52 55-9000-4177
fermin.chavez@oneida.com
Miguel Rivera
Accountant
011 52 55-9000-4181
miguel.rivera@oneida.com
Beatriz Toca
Marketing Manager
011 52 55-9000-4183
beatriz.toca@oneida.com
Francisco Javier Fierro
Warehouse Supervisor
011 52 55-9115-2970
francisco.fierro@oneida.com
Lino Gulias
Sales Manager
011 52 55-9000-4178
lino.gulias@oneida.com
Carlos Rosales
Warehouse
011 52 72-2273-5174
carlos.rosales@oneida.com
Salvador Rodriguez
Warehouse
011 52 72-2273-5174
salvador.rodriguez@oneida.com
Norma Coral Cruz
Traffic
011 52 55-9000-4170 ext. 231
Rocio Montiel
Sales Support
011 52 55-2585-6579
rocio.montiel@oneida.com
Foodservice Sales Team Leadership Reorganized
Simmons Joins Sales
Team, Texas Territory
Morris
Simmons is a Tabletop Specialist for the Texas
Territory.
Front Row: Jim Schulze, Steve Lefkowitz, Margie Zunk, Tony DeLosReyes, Bob Delekta, Jeff Castor.
Back Row: Dave Cochran, Foster Sullivan, Vincent Del-Cid, Glenn Geoffroy, Gary Coen, Mike Coggins.
The Oneida North America Foodservice Sales Team is poised to grow the
business with nationwide sales leadership coverage. Oneida sales leaders
are here to assist all sales representatives and customers. Territory covereage and contact information is provided below.
Morris comes
to Oneida with
a
Bachelor
of Science from Oklahoma State University. Having been a Regional Sales
Manager and a Territory Manager for
U.S. Foodservice in the Equipment &
Supply Division for the past ten years,
Morris is poised to bring that solid experience to Oneida.
Morris spends his time volunteering
with children with Autism, working out
and gardening. He resides in the Dallas area with his wife, Vernice, and son,
Morris II.
Name and Title
Territory Coverage Area
Phone
E-mail
Steve Lefkowitz,
Executive Vice President Sales
United States
516-445-2500
steve.lefkowitz@oneida.com
Jim Schulze,
Senior Vice President Sales
United States
312-909-3867
james.schulze@oneida.com
Tony De Los Reyes,
Vice President Hotel and Gaming
United States
Global Training & Sales
631-872-3506
tony.delosreyes@oneida.com
Peter Waud,
National Sales Manager Canada
Canada
416-801-5734
peter.waud@oneida.com
Jeff Castor,
Northeast Regional VP Sales
NY, NJ, PA, DE, MD,
732-597-1572
District of Columbia, VA, WV, CT, RI, MA, NH, ME, VT
jeff.castor@oneida.com
Dave Cochran,
Director of Sales, Sysco
Sysco - United States
302-690-4866
dave.cochran@oneida.com
Gary Coen,
Northwest Regional VP Sales
AL, HI, ID, MT, Northern CA, OR, WA, WY
650-307-3433
gary.coen@oneida.com
Mike Coggins,
Midwest Regional VP Sales
IL, IA, KS, MN, MO, NE, WI, ND, SD
609-273-1113
mike.coggins@oneida.com
Vincent DelCid,
Southern Regional VP Sales
AL, AK, LA, MI, OK, TE, TX
972-922-0028
vincent.delcid@oneida.com
Bob Delekta,
Southwest Regional VP Sales
AZ, CO, NE, NM, Southern CA, UT, WY
602-697-5974
bob.delekta@oneida.com
Glenn Geoffroy,
Regional VP Sales
IN, KY, MI, OH
516-606-9378
glenn.geoffroy@oneida.com
Margie Zunk,
Southeast Regional VP Sales
FL, GA, NC, SC
407-488-2378
margie.zunk@oneida.com
------------------------------
a message from marvin
Dear Associate:
“Fresh beginnings” describes the beginning of a New Year and positive energy we
all have in anticipation of 2011. 2010 is behind us, and we are all smarter, wiser and
more educated on our competitors and what it will take to beat them in the market
place.
A new marketing strategy that has been incorporated into presentations is showing an operator how they can increase sales and profit by upgrading their tabletop.
Oneida is embarking on a study with DiRoNA (Distinguished Restaurants of North
America) and The Culinary Institute of America to help prove this hypothesis. In the
meantime, the marketing team has worked on key customer presentations where
we have presented a model that shows how a slight increase in menu prices can
help pay for the investment and bring more sales and profit to that operator. Customers have embraced this new and fresh approach and continue to reinforce Oneida as a tabletop consultant and not just another “pretty face.” The operator improves
the guest experience and, therefore, their patrons will subconsciously know that
something is different and more positive, and the menu increase is never an issue.
This is a unique and fresh approach that each of us might want to consider during
these very competitive times. The marketing team is ready to help with your presentation or anything else needed to help you be successful.
“Fresh beginnings” are here and it is up to each of us to continue to reinvent ourselves and strive for self improvement in our personal and professional lives.
---------------
contacts
Marvin Deitz
Vice President,
Foodservice Marketing
315.361.3730
Tracey Mumford
Director of Marketing,
Metalware & Marketing Services
315.361.3656
Tania Golden
Associate Marketing Manager,
Special Projects
315.361.3144
Morgan Kropa
Senior Marketing Manager,
Metalware
315.361.3173
Michele Pekola
Marketing Manager,
Marketing Services
315.361.3525
Bill Piper
Marketing Manager,
Dinnerware & Crystal
315.361.3525
Visit us:
Let me hear from you!
Marvin
Foodservice Salesteam Portal
http://oneidafs.salesteamportal.com
Foodservice website
www.foodservice.oneida.com
--------------------------------------------------------
call to action
The first three sales reps that email me why
upgrading a tabletop will increase sales and
profit for an operator will win a secret gift!!
marvin.deitz@oneida.com
©Oneida Ltd. 2011 All patterns/designs are intellectual properties of Oneida Ltd., its subsidiaries, affiliates and/or licensors.
Wedgwood® is a registered trademark of Wedgwood Limited.
2/11 H-2007