Brand Tone

Professional, Reliable, Customer-Centric, Solution-Oriented, Trustworthy

Brand Values

• •Partnership
• •Quality
• •Comprehensive Service
• •Reliability and Consistency
• •Customer Success
• •Innovation (inherited from Gordon Food Service)
• •Integrity

Best Practices

• •Prioritize clarity and professionalism: Use clear, direct language. Avoid overly casual slang or jargon that your diverse B2B audience (from chefs to procurement managers) might not uniformly understand. The tone should always instill confidence.
• •Emphasize partnership and support: Frame your offerings as solutions that help clients achieve their goals. Use words like "partner," "support," "solution," "we help you," to reinforce this collaborative approach.
• •Focus on reliability and quality: Consistently highlight the dependability of your service and the high standards of your products. This builds trust, which is crucial for B2B relationships.
• •Be Solution-Oriented: Instead of just listing products, explain how they solve a problem or meet a specific need for foodservice operators (e.g., "Save time with our pre-prepared produce," "Ensure guest satisfaction with our premium disposables").
• •Maintain a Consistent Voice Across All Channels: Whether it's the website, sales materials, or customer service interactions, the language should reflect the established professional, reliable, and supportive tone. Ensure any marketing materials created by or for General Foodservice align with the overarching Gordon Food Service brand standards if applicable.

Social Perception

Established and Reputable (via Gordon Food Service), B2B Focus, Dependable Supplier, Traditional but Evolving

Copy Examples

• •Headline for a "Why Choose Us" page: "Your Success is Our Business. Partner with General Foodservice for reliable delivery, quality products, and dedicated support."
• •Email Subject Line for a new product: "Streamline Your Kitchen: Introducing [New Product Category/Solution] from General Foodservice."
• •Social Media Post (LinkedIn, if they had a more active presence, or for Gordon Food Service to share): "At General Foodservice, we understand the demands of your business. That's why we're committed to providing not just ingredients, but complete solutions. Learn how we can support your [Target Industry, e.g., restaurant's] growth: [Link to Website]"
• •About Us Snippet: "General Foodservice, a proud Gordon Food Service company, is dedicated to empowering culinary professionals. We deliver a comprehensive range of quality foodservice products with the reliability and personalized attention your business deserves."
• •Call to Action on a Product Category Page: "Equip your kitchen for excellence. Explore our extensive selection of [Product Category] and experience the General Foodservice difference. Get a quote today."