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48 • FOODSERVICE EQUIPMENT & SUPPLIES • MAY 2015 "People don't realize how much technology impacts other parts of our business," Gene Clark says. "We have been able to grow because of technol- ogy and our people. And technology allows us to leverage the talents of our people." Technology continues to play a signifcant role in shaping a customer's experience at The Restaurant Stores, the dealer's cash-and-carry business, which includes seven different locations in three states. When most people think of a cash- and-carry business, the frst thoughts that come to mind is a retail format dominated by lots of hobbyists look- ing for the latest cutting board or some other kitchen gadget. While The Restaurant Store welcomes those folks, its target customer tends to be independent res- taurant operators, churches or frehouses who need to place weekly re-supply orders. To help make this process more effcient for everyone involved, regular customers can create quick pick lists on The Restaurant Store's website. They can then visit the web- site, order what they need and receive an email letting them know when it's time to pick up their goods. When they arrive at the store, a staff member greets the customer, asks if they need anything else and then loads the order into their car. In other words, it may be considered cash and carry but The Restaurant Store is a relationship business, just like all the other aspects of Clark Associates. "We don't want to sell anyone anything they don't need," says Steve Leaman, vice president for The Restaurant Store. "We want to make sure it does not feel like a big box retail environ- ment and we want them to come back to us as long as they are in business." On average, each Restaurant Store location employs about 15 people according to Leaman. This includes a branch manager, a sales person, merchandiser and others. Each location possesses two distinct characteristics. First the staff has the ability to service the customer, which includes being at- tentive on the sales foor, via email and on the phone. The second is maintain- ing a well-organized and merchandised store so the customers have a shoppable experience. In addition, each Restaurant Store associate is well versed in how to qualify customers to make sure their needs align with the services this part of the business can provide. If a customer is better served by another part of the business, an associate will make an effort to connect them with a differ- ent Clark Associates division. "That is something that is instilled in all of us: understanding who is a Restaurant Store customer and who is a Clark Food Service Equipment customer," Leaman adds. "It is all about the level of service you provide." Overall, this approach continues to work for The Restaurant Store, which posted a 22 percent increase in sales last year, according to Leaman. Few entities within the foodservice equipment and supplies community generate as much attention as the WebstaurantStore and that's due mostly to the e-commerce platform's stunning growth. "When I frst started it was just one other person and I handling the calls, chats and emails," recalls Dave Groff, president of the WebstaurantStore. Today, the WebstaurantStore has a team of more than 550 associates to handle the infux of calls and emails and other duties that come with run- ning an industry-leading e-commerce site. And the WebstaurantStore's investment in its people continues to facilitate its growth. "We have re- ally focused on making sure we have top-notch people interacting with our customers," Groff says. To arm those top-notch individuals with the information they require to help customers make informed pur- chasing decisions, WebstaurantStore associates go through regular product training in the company's test kitchen — just as sales reps for any other dealership might. "We didn't want to be perceived as a minimum wage call center. We want people to know they are working with true industry profes- sionals," Groff says. Much like their operator customers, speed of service remains a critical compo- nent to the success of the Webstaurant- Store. "One thing we are obsessed with is instant gratifcation," Groff says. "So we keep trying to get our customers their Purchasing, led by Rachael Weaver, represents one of Clark Associates' key central business functions. This part of the company procures products for all three of the company's main distribution channels.