Fairway launches “intelligent” new website

Foodservice buying group takes the first step of its digital revolution

Fairway Foodservice customers will benefit from a wide range of new online tools after the wholesaler launched the first step of its digital transformation.

The Yorkshire-based buying group has gone live with a new website that includes an intelligent on-site search function for its own-brand range and has started to distribute a newsletter for caterers that promises to deliver added value.

The easy-to-use site showcases the full Fairway Assured range with an intuitive search function that allows customers to select specific products, as well as browsing relevant categories by exploring cuisine types.

“We recognise the importance of embracing online technologies and supporting our members and caterers to integrate it with their marketing and business activity,” said Fairway Marketing Strategist Toby Jordan.

“We have invested a lot of time and resources into our digital revamp, and our 20 members are thrilled so far with the results. The new website has a superior customer journey and user experience, and is segmented to provide tailored content depending on your reason for going on the site.

“For example, for potential new members we have 10 reasons why you should join Fairway, with different messaging for suppliers and caterers.

“The intelligent search of our Fairway Assured range is particularly exciting. Caterers are often incredibly time poor and our functionality speeds up the buying process as well as offers new ideas for recipes and menus. In addition, they will be able to view product specification including nutritional information thanks to integrating Erudus with the site.”

And for people who just can’t get enough of Fairway’s new website will now be able to benefit from the wholesaler’s insight with its Fairway Insider newsletter that promises tips and advice to help them grow their business. The fortnightly newsletter will be must-see for members wanting to sweat their assets.

“Fairway Insider will be packed with practical but brief content – ideal for the busy chef,” added Jordan.

“We will be speaking to professional chefs as well as start-up companies to share their intel and experiences, as well as tips on topics such as upskilling, photography, and digital marketing.

“It will be a two-way communication channel and caterers will be able to showcase their signature dishes and put themselves forward for our features.”

Originally published , updated .

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