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Introduction
3663 - First for Foodservice is a leading food service distributor in the UK. It
provides delivered wholesale and contract distribution services to the hospitality
and catering industry. Customers include 30,000 independent outlets, national
and multinational companies and Government bodies, and range from corner
cafés to five-star restaurants. 3663 also provides beverages, catering equipment
and menu planning services. It operates through 44 sites dispersed throughout
the UK and has 5,500 employees. The IT department has 60 permanent staff and
is critical – 3663 could not survive without it. Why the name 3663? Type ‘FOOD’
on a telephone keypad and you will soon find out.
Executive Summary
In 1999, South African conglomerate Bidvest, run by entrepreneur Brian Joffe,
acquired underperforming Booker Foodservice and rebranded it ‘3663 First for
Foodservice’. The business was quickly decentralised and restructured. There has
been considerable investment, both in people and infrastructure, and success
soon followed. Led by UK Chief Executive, Fred Barnes, 3663’s turnover and
profit have grown over the past five years. In 2004 turnover was £1.19bn and
profit before interest and tax £40m. Sales are forecast to increase by 8 to 9% in
2005, with product range expansions driving growth above the market average.
3363 has approximately 13% of the UK foodservice market.
3663’s wholesale business has been built around a sophisticated telesales operation.
Contract distribution is similar but with differences – for example Burger King
chooses its own suppliers for a fixed range of items but requires one company to
manage its distribution. These two areas form the engine room of 3663’s growth.
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