Business Challenge:

Diversified Foodservice Supply is the market leading distributor of maintenance repair and operation parts, supplies and equipment to the foodservice industry. DFS came to Four51 looking for a better online ordering experience for some of their biggest customers. With ten unique brands that sell over 100,000 SKUs to over 53,000 unique customers like Chipotle, Honey Baked Ham and more, offering a general product catalog to all customers wasn’t an option any longer. The eCommerce technology they had been using wasn’t flexible enough to allow them to respond to each customers’ unique requirements. Many customers had unique pricing, catalog access and workflows that needed to happen before an order was approved and submitted. Since this couldn’t be supported by their current technology, they knew they would continue to rack up costs on unnecessary manual processes. Plus, they knew they had a short window to set themselves up for success and leadership in their industry.

They came to Four51 looking for an eCommerce platform that would allow them to offer account-specific ordering experiences for their key B2B accounts through their various brands including Tundra Restaurant Supply, Franklin Machine Products and Allpoints.


With an aggressive launch plan in mind, DFS worked with Four51 to create a solution that would allow them to develop and release custom user interfaces for each account with control over the brand, catalog visibility, pricing tiers, approval rules, payment methods and more from one, single administrative interface. Some of their customers are highly focused on creating complex approval workflows and routings, while others prioritize a single site with varying experiences based on internal groups (like role, department, geography, etc.). The team at DFS can help the customer imagine a very efficient and effective workflow and experience for their restaurant locations and staff that is unique to them, and keep all of these separate experiences managed in a very efficient manner.

One of the DFS brands, Tundra, has empowered their sales team to start selling a custom B2B online ordering offering to prospective customers as part of the DFS value proposition. While each solution is customized to the restaurant’s specifications, it is easily configurable from one customer to the next, which keeps the cost per implementation low, and the return high.

“We won several deals in part due to the technology we have available to our customers. It was a key aspect of several chains re-signing and rolling this out to other parts of their business. It has become a key part of our business development toolkit now.”

~Michael Bailey, Chief Technology Officer at Diversified Foodservice Supply.


Chipotle, a premium customer of DFS, worked with DFS to implement unique features needed for their chain locations to complete orders. On their application, the product visibility is dependent on the users’ status within the system; or in other words, different users see different products when they log into the application. In addition to product visibility, they’ve also limited users’ purchase capabilities based on their role. Store employees only have the ability to purchase specific products with terms or a purchase order, and have those orders shipped to their designated address. Facility managers, on the other hand, can order on behalf of multiple stores and use alternative payment methods.


Honey Baked Ham, another enterprise customer, has a customized, account-specific application that allows for each Honey Baked Ham store location to login, view products, purchase at the contract set pricing and pay with Terms. They use approval rules and workflows set up within the application that allow them to manage which orders require approval from managers before they are submitted. Regional managers can log-in, review orders that have been submitted for approval, and either approve or deny them.


DFS has rolled out multiple customized online ordering applications for customers in the foodservice industry so far. They have gone from a zero to $18 million run rate in the first three months of 2018. There are several more active applications getting ready to launch for other customers in 2018 as well. “Each customer that has seen what’s possible has been over the moon about the offering both from a features and a look-and-feel standpoint,” Michael Bailey explained. “It has been a home run for DFS and our brands. We feel we have the best B2B offering in our industry and a lot of that comes down to OrderCloud.”

Why OrderCloud:

OrderCloud was and continues to be the optimal eCommerce solution for DFS for several key reasons:

  • Flexibility: OrderCloud continues to offer DFS the flexibility that they need to respond to their customers’ requirements.
  • Unified Multi-Site Experience: OrderCloud’s multi-tenant architecture allows DFS to continue to roll out customized applications, all administered from one single platform.
  • Speed-to-Market: The headless platform enables them to move at the speed they need as new customer experiences are sold. Off the shelf solutions would have made customizations challenging and they wouldn’t have been able to deploy these custom experiences in the time their customers demand.
  • Fully Automated, Integrated Orders: OrderCloud’s architecture makes it possible for the application to be fully integrated with DFS’ existing tools and workflows so that submitted orders that come in from any customer to any DFS brand is fully automated.

About Diversified Foodservice Supply:

Diversified Foodservice Supply is the market leading distributor of maintenance repair and operation (“MRO”) parts, supplies and equipment to the US foodservice industry. Learn more at

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