Tundra Restaurant SupplyCutting digital marketing costs and increasing ROI
Tundra Restaurant Supply is the leading distributor of food service equipment, supplies and parts to innovative restaurant concepts. For over 20 years, Tundra has cultivated and nurtured lasting relationships with prominent and respected industry leaders by helping brands build long-term growth strategies. Through a powerful network of logistics, services and technology platforms, Tundra Restaurant Supply is equipped to creatively tackle the challenges of today’s restaurants.
- Wanted to expand its digital marketing strategy beyond AdWords
- Had been using a feed provider that didn’t offer enough analytics and technological functionalities
In 2007, Tundra Restaurant Supply started to put a larger focus on its website business to sell an assortment of food service supplies, equipment and parts to restaurants. To drive traffic to its website and increase brand awareness, the company implemented a business-to-business digital marketing strategy that focused on reaching customers and prospects using Google AdWords.
“AdWords was the only ad platform we were using to generate brand awareness. We needed to cast a wider net by taking a broader digital marketing approach,” said Don Moyer, senior online marketing strategist at Tundra Restaurant Supply.
To advertise its products across more online channels, Tundra Restaurant Supply worked on optimizing its product feed. But the company soon realized that it lacked the tools, functionalities and insights to properly monitor data and adjust to frequent industry changes.
“The technology we were using to send feeds to Google Shopping, Shopzilla and Nextag wasn’t robust,” said Moyer. “We were looking for software that could manage our feed and give us access to data and analytics so that we could adjust our bidding, cut costs and drive more revenue.”
- ChannelAdvisor Digital Marketing to build a comprehensive digital marketing strategy and implement real-time analytics
Tundra Restaurant Supply began using ChannelAdvisor Digital Marketing to promote its products across more search and comparison shopping engines. Tundra Restaurant Supply used ChannelAdvisor’s software to manage its product feed on Google, Yahoo, Bing and more.
“It’s really easy to manage our data feed with ChannelAdvisor. We send one feed to the ChannelAdvisor platform, and it’s configured to advertise on a plethora of comparison shopping and search engines,” said Moyer.
ChannelAdvisor’s actionable reporting helps Tundra Restaurant Supply track campaign performance at a granular level. The company uses ChannelAdvisor reports to decide where to adjust bids and reduce spend. Making these important decisions based on performance metrics helps Tundra Restaurant Supply create better ROI for each product it’s advertising on digital marketing channels.
“Previously, we couldn’t see how individual products were performing on search and comparison shopping engines,” said Moyer. “ChannelAdvisor provides very detailed data so we can measure return on ad spend down to the SKU level. I use all the features that ChannelAdvisor offers to make real-time decisions about how we’re bidding on certain products. I can see which products are driving sales, as well as which aren’t creating conversions and are ultimately costing us money.”
As Yahoo rolled out Gemini, its unified search and native advertising format, Tundra Restaurant Supply used ChannelAdvisor’s Flex Feed technology to transition its keywords to the new ad format and start advertising on Yahoo Gemini.
“We’re seeing pretty strong ROI with Yahoo Gemini, and I expect that our return will only continue to climb as we drive more impression share to the channel,” said Steve Trujilo, senior marketing strategist for PPC at Tundra Restaurant Supply.
Since using ChannelAdvisor, Tundra Restaurant Supply has increased its digital marketing revenue by approximately 60%, and the company is seeing a 5-to-1 return on advertising spend (ROAS) from its advertising campaigns. Tundra Restaurant Supply has also been able to reduce its overall digital marketing spend, specifically on Google Shopping. The company uses the money it saves to expand to new digital marketing channels and increase bids on other advertising campaigns.
“By cutting so much of our Google Shopping spend this year, we’ve been able to spend more money testing other channels,” said Moyer.
After using ChannelAdvisor Digital Marketing to create Yahoo Gemini search and native ads, Tundra Restaurant Supply developed a mobile-friendly website and started to increase its mobile spend on Gemini. “Now that our mobile-responsive website has launched, we’re increasing our bids for mobile advertising channels,” said Trujilo.
Industry Veteran Takes the Helm at Tundra Restaurant Supply
Diversified Foodservice Supply (DFS) named Keith Kelly vice president and general manager of its Tundra Restaurant Supply division. He replaces Cara Schlarb, who became vice president, merchandising and product development for DFS.
Kelly most recently served as president of Ice O Matic. In addition to his executive leadership positions, Kelly’s experience includes sales, marketing and operations.
Throughout her 18-year tenure at Tundra, Schlarb held various roles in marketing, sales and product management. In her new role, Schlarb assumes responsibility for supplier relationships across DFS.
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Tundra Restaurant Supply Employee Reviews
Productive place concerned only with money.
Showroom Customer Support/Sales (Current Employee) - Boulder, CO - April 12, 2014
Tundra has been around for 20 years now, and it is not what it used to be by far. New management has formed a new vision and mold, and if you don't fit it, you will by kept around only to be bullied and stepped on. If you're getting jerked around, don't expect it to stop, or get better. They will fault you on every thing they possibly can solely to justify their actions towards you, which aren't justifiable either way.
Bottom line, if you're not a manager, or haven't already been working there for years, don't bother working at this place. And if you do, keep your head down and hope you don't work in Sales or Customer Service.
Some times the customers are nice.
Managers promote inequality in salary and discipline
Terms and Conditions
Free Ground Shipping on Orders of $150 or More! Use Coupon Code: PUMPKIN2021
Terms and Conditions. This offer for free shipping and handling applies to ground ship orders over $150 and is valid for orders placed online at www.etundra.com from 10/11/2021 12:00:00 AM thru 10/15/2021 11:59:59 PM MST. This offer applies to standard ground shipping and handling within the U.S., excluding Hawaii, Alaska and U.S. Territories (other than Washington, D.C.). LTL/freight shipments are not eligible for this offer and may be subject to additional shipping and handling charges. Customers are responsible for all taxes and for all Rush Delivery upgrade fees for 3-Day Express, 2-Day Express and Next Day Delivery. Tundra Restaurant Supply reserves the right to modify or discontinue this offer at any time. Void where prohibited by law. This coupon does not apply to previous purchases, can only be applied to the website(s) listed above, and cannot be combined with other offers. The coupon code will need to be added to the shopping cart or during the checkout process.
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