Rep Firm of The Future (RFOF) Toolkit

Disruption through Evolution

Committee Logos Final_RFOF committee

RFOF Resources

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Using AI to Build Your Website

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Navigating Equipment Line Conflicts

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The Marketing Team Productivity Guide

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The New Website Launch Checklist

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Rep Firm Job Descriptions

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Free Prototyping Demo

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Case Study: How We Got A 1000% Conversion Rate In 7 Days

RFOF Best Practices Guide

A great user experience can make or break a potential customer relationship. So when it's time for a website redesign, the pressure is on to make your site exceptional. However, with the wrong approach, website designs can quickly get out of hand. Traditional website design processes are notorious for going over budget, and way beyond their projected launch date. That's why the key to building an incredible site is coming up with an exceptional website project plan.
With the right building blocks in place, your content marketing strategy will be designed in a way that increases traffic, leads and sales opportunities - the primary focuses of any industry-leading content marketing expert! Master these five building blocks of a content marketing strategy to create more audience-driven, growth-oriented, and high-value roadmap.
Often, this day-to-day friction leads to an all-in-one solution such a CRM. With a CRM, you can centralize your marketing and sales efforts.

The decision to migrate to a CRM may seem like a given, but it's not a fix-all solution. A lot of teams move to a CRM Platform to resolve ongoing marketing and website problems. That's why it's crucial to understand whether or not your company is ready for migration.
By the time a trend is being mass-marketed — like many of the ones mentioned in this article — innovators are already experimenting with new strategies behind the scenes. With this in mind, it's important to keep trends in perspective by following the ones that compliment your business and continuing to experiment outside of mainstream practices. In other words, don’t overlook the possibility of starting your own trends.

RFOF Evolving Expenses

What is the function of Evolving Expenses?

To give you the tools to bring attention to the level of investment that you have made in order to provide the best level of representation for our manufacturing partners. We are all spending more money, but this is how we are going to use it. There is a bigger voice than just yours. We are honored to be your advocate for Rep of the Future.

Roles and responsibilities of Rep Firms have evolved to support manufacturers in the marketplace. With these expanded rep roles and responsibilities come increased expenses. MAFSI is looking to bring attention to the level of investment that you have made in order to provide the best level of representation for your manufacturer partners.

Our goal is to compare how cost structures for Rep Firms have evolved in the five year period from 2016 to 2022.

Here’s where you come in:

Please provide 5 major GL categories that are new rep spends, not incurred prior to 2016, significant upticks in spending to support new roles or initiatives, and not cost that are a part of enterprising business or costs no unique to Foodservice.

Please participate in the MAFSI Benchmarking Survey. There’s a new section with 5 GL categories with correlating sub-categories that we need you to compile for 5 sets of numbers comparing 2016 to 2022.

Be mindful, based on beta testing, its going to take you 1-2 hours to complete based on how well you already have these expenses categorized.

The goal, via our Benchmark Survey participation, is to show industry averages on the changing landscape of rep expenses as well as you will have your own results.

From there, you will have a fact-driven conversation with your manufacturers about possible changes to your compensation structure for your business based on the collective changes in your evolving expenses as well as general numbers for evolving expenses for all MAFSI rep firms.

Your Benchmarking Survey is 100% confidential and you will receive a private report sent to you directly from Industry Insights, MAFSI’s survey provider, Industry Insights.

The general Benchmarking numbers, will be provided to MAFSI in an overall report, which you will also receive a copy of. Please click here for a sample report from 2019, which is the last year we conducted this survey. Please note, the Evolving Expenses questions are new, and were not asked on the 2019 survey.

Static Test Kitchen Expense Examples

Test Kitchen IS onsite, NOT mobile or 3rd Party (offsite, food broker, manufacturer hosted)

Static Test Kitchen Construction / Build-Out / Furnishing             

  • Construction / Build-Out Costs (Amortized Annually over 5 Years)
  • Test Kitchen Audio Visual & Multimedia Equipment Expense
  • Test Kitchen Furniture & Fixtures

Static Test Kitchen Equipment Costs & Maintenance     

  • Equipment Service, Preventative Maintenance & Installation
  • Kitchen Maintenance: Fire Suppression/Extinguishers, Grease Trap Cleaning, Ventilation Hood & Duct Cleaning
  • Test Kitchen Represented Manufacturer Equipment Purchases
  • Test Kitchen Represented Manufacturer Smallwares/Display/Tabletop Purchases

Static Test Kitchen Hosted Events           

  • 3rd Party Catering Expenses
  • Hosted Event Groceries
  • Hosted Event Liquor, Wine & Beer
  • NON-Represented Manufacturer Kitchen Supplies (Serving Utensils, Aluminum Foil, Plastic Wrap, etc.)
  • Test Kitchen 3rd Party Cleaning Expense
  • Test Kitchen 3rd Party Entertainment Expenses
  • Test Kitchen Visit Employee or Customer Airfare, Parking or other travel related costs
  • Test Kitchen Visit Employee or Customer Lodging

Static Test Kitchen Labor             

  • Test Kitchen related 3rd Party Culinary and/or Mixology Labor Cost
  • Test Kitchen Direct Culinary and/or Mixology Labor Cost (Salary, Bonus, Insurance, FICA, 401k, etc.) or % of Individual(s) if Role(s) are fractional

Static Test Kitchen Property Management          

  • 3rd Party Landscaping / Property Upkeep
  • Test Kitchen % of Liability and Property Insurance
  • Test Kitchen % of Property Taxes
  • Test Kitchen % of Related Utilities (Water, Gas, Sewer, Electrical, etc.)

Static Showroom Expense Examples

Showroom IS onsite, NOT mobile or 3rd Party (offsite, food broker, manufacturer hosted)

Static Showroom Construction / Build-Out / Furnishing

  • Showroom Construction / Build-Out Costs (Amortized Annually over 5 Years)
  • Showroom Audio Visual & Multimedia Equipment Expense
  • Showroom Furniture & Fixtures
  • Showroom Represented Manufacturer Equipment Purchases
  • Showroom Represented Manufacturer Smallwares/Display/Tabletop Purchases

Static Showroom Hosted Events

  • 3rd Party Catering Expenses
  • Hosted Event Groceries
  • Hosted Event Liquor, Wine & Beer
  • Showroom 3rd Party Cleaning Expense
  • Showroom 3rd Party Entertainment Expenses
  • Showroom Visit Employee or Customer Airfare, Parking or other travel related costs
  • Showroom Visit Employee or Customer Lodging

Static Showroom Labor

  • Showroom 3rd Party Culinary and/or Mixology Labor Cost
  • Showroom Direct Culinary and/or Mixology Labor Cost

Static Showroom Property Management             

  • 3rd Party Landscaping / Property Upkeep
  • Showroom % of Liability and Property Insurance
  • Showroom % of Property Taxes
  • Showroom % of Rent/Leasing Expense
  • Showroom Related % of Utilities (Water, Gas, Sewer, Electrical, etc.)

Mobile Test Kitchen Expense Examples

Test Kitchen and/or Showroom IS mobile or 3rd Party (offsite, food broker, manufacturer hosted)

Mobile or 3rd Party Test Kitchen / Showroom - Construction/ Build-Out / Furnishing         

  • Construction / Build-Out Costs (Amortized Annually over 5 Years)
  • Mobile or 3rd Party Test Kitchen/Showroom Furniture & Fixtures
  • Mobile or 3rd Party Test Kitchen/Showroom Audio Visual & Multimedia Equipment Expense

Mobile or 3rd Party Test Kitchen/Showroom Costs & Maintenance         

  • Kitchen Maintenance: Fire Suppression/Extinguishers, Grease Trap Cleaning, Ventilation Hood & Duct Cleaning
  • Equipment Service, Preventative Maintenance & Installation
  • Storage Expense when not in use (Rented or Leased space to park)
  • Represented Manufacturer Equipment Purchases
  • Represented Manufacturer Smallwares / Display / Tabletop Purchases
  • Vehicle or Trailer Licensing Costs
  • Vehicle or Trailer Preventative Maintenance (Oil Changes, Tire Rotations), Wear Items (Tires) and Repairs
  • Gasoline / Diesel Fuel

Mobile or 3rd Party Test Kitchen/Showroom Hosted Events

  • Hosted Event Groceries
  • Hosted Event Liquor, Wine & Beer
  • Employee Multi-Day Trip Expenses (Hotel, Food, Airfare, Travel related Per Diem)
  • Customer Trip Expenses (Hotel, Food, Airfare, Travel related Per Diem)
  • NON-Represented Manufacturer Kitchen Supplies (Serving Utensils, Aluminum Foil, Plastic Wrap, etc.)
  • Mobile or 3rd Party Test Kitchen/Showroom Cleaning Expense
  • Mobile or 3rd Party Test Kitchen/Showroom Entertainment Expenses
  • Mobile or 3rd Party Test Kitchen/Showroom Visit Employee or Customer Airfare, Parking or other travel related costs
  • Mobile or 3rd Party Test Kitchen/Showroom Visit Employee or Customer Lodging
  • Tolls booths, taxes and fees
  • Trade Show/Road Show fees and utilities expenses when mobile Test Kitchen utilized

Mobile or 3rd Party Test Kitchen/Showroom Labor         

  • Mobile Kitchen/Showroom Direct Culinary and/or Mixology Labor Cost(Salary, Bonus, Insurance, FICA, 401k, etc.) or % of Individual(s) if Role(s) are fractional
  • Mobile Test Kitchen/Showroom 3rd Party Culinary and/or Mixology Labor Cost

Mobile or 3rd Party Test Kitchen/Showroom Property Management      

  • Insurance (Auto, Liability)

Marketing-Technology Expense Examples

Mar-Tech Advertising Expense

  • Social Media Targeted Advertising Spend
  • Social Media post content supplies: Food, Props, Etc.
  • Manufacturer branded SWAG at Rep Group's Expense
  • Paid Advertising

Mar-Tech Continuing Education

  • Marketing Staff Continuing Education Trainings or Resources

Mar-Tech Digital Engagement

  • Email e-blast platforms & analytics tools (Pardot, Mailchimp, HubSpot, etc.)
  • SEO Improvement Expense / Website Management
  • Social Media Premium Subscriptions (LinkedIn, Facebook, TikTok, etc.) and Social Media Calendar Schedule Software
  • Website build out, upkeep & hosting

Mar-Tech Hardware & Software

  • Marketing Equipment and Software (Cameras, Editing Software, Trainings, etc.)

Mar-Tech Hosted Events            

  • Rep Hosted Customer Education & Entertainment Events at 3rd Party Locations

Mar-Tech Labor

  • 3rd Party Contracted Labor or Services (i.e. Craeve, TMC, etc.)
  • Marketing Intern Labor Expenses
  • Marketing Specific Direct Labor Expense (Salary, Bonus, Insurance, FICA, 401k, etc.) or % of Individual(s) if Role(s) are fractional
  • Design Specific Direct Labor Expense (Salary, Bonus, Insurance, FICA, 401k, etc.) or % of Individual(s) if Role(s) are fractional.
  • AutoCAD and/or REVIT Equipment Layout & Design Assistance

Mar-Tech Marketing Collateral 

  • Manufacturer Branded or Co-Branded Marketing Giveaways / Branded Merchandise (aka SWAG)
  • Promotional Give Aways and Dealer Incentive Trips
  • Sales Samples, Literature Expense, Marketing Collateral Printing fees & Postage
  • Spiffs & Matching Marketing funds from Factories / Flyers and Truck Wraps

Mar-Tech Memberships & Subscriptions            

  • Association Dues & Association Trainings: Foodservice 101, Foodservice Academy, Smartphone Video Workshop, MAFSI Membership Fees, CPMR, MTC, etc.
  • Auto CAD, REVIT, KCL, SpecPath, Spec Quotes Licensing Fees
  • Market Research & Data Mining Expense (i.e. workshops, economic reports, chain lists)
  • Regional or State Restaurant / Chef / K-12

Reporting & Customer Service Expenses

Reporting & Customer Service - Customer Retention     

  • Problem Resolution Budget or Funds:  Collection of funds spent where Rep eats cost of issue(s) Dealer, Manufacturer or End-User created for the sake of preserving a long-term relationship.

Reporting & Customer Service Labor      

  • Additional Staff Required to compensate for Manufacturer staff reductions for Pricing, Freight, Service, and Start-Up administration.
  • CRM Consulting Fees (i.e. 3rd Party Salesforce Consultant, HubSpot Consultant)
  • Internal Customer Service Direct Labor Expense (Salary, Bonus, Insurance, FICA, 401k, etc.) or % of Individual(s) if Role(s) are fractional, spent as a direct result of Manufacturer and/or Dealer resources declining.
  • Manufacturer Reporting Direct Labor Expense (Salary, Bonus, Insurance, FICA, 401k, etc.) or % of Individual(s) if Role(s) are fractional

Reporting & Customer Service Memberships & Subscriptions    

  • CRM Licensing Costs (i.e. Salesforce, HubSpot, etc.)