U.S. Foodservice has unveiled a new corporate name, US Foods, and brand identity reflecting its strategic focus on creating a better food offering and an easier service experience for customers.
“Our new name and brand image are a reflection of the many customer-focused improvements now underway at US Foods,” said John Lederer, president and CEO, US Foods. “We traveled the country and listened carefully to what our employees and customers had to say about how we can improve: provide better, more relevant and innovative food choices and make it easier for our customers to do business with us. We believe this is a recipe for mutual success.” In addition, since Lederer joined US Foods in August 2010, the company has added deep specialist expertise in strategic areas such as product innovation, merchandising, supply chain and information technology.
Beginning with the immediate launch of a line of new and innovative products exclusive to US Foods, the company is working to provide customers with better products, more intuitive tools and technologies, and thoughtful service solutions and information—all underscored by this forward-looking image transformation.
Through its 64 U.S. test kitchens across the country and Culinary Innovation Center in Rosemont, Ill., US Foods has introduced more than 800 new products in 2011, and in October will launch two new brands including Chef’s Line, a new line of chef-inspired, time-saving foods.
In addition to changing its name to US Foods—which research showed is how most customers and employees already refer to the company—a new logo and tagline will begin appearing on trucks, products and in other areas.