Star Food Services: Emphasis on the Customer
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It has been a year of rapid growth for Napier based Star Food Service and it is the emphasis on 'service' that has been the key.
"We try to base everything on service," says general manager Nigel Bryant. "Everything we do we do for the customer."
Star Food Service Ltd initially started as Star Fish Supply Ltd, later becoming an entity in its own right, one of a group of companies owned by Andy Claudatos. Star Fish Supply began its life as a fish and chip shop in Taradale, opened by Basil and Denyse Claudatos in 1964. In 1979, Basil's sons Mike, Tim and Andy, took over the company name and set about building up the business.
Star Fish Supply still carries out fish processing, both nationally and for export, while Star Food Service was formed in 2001 as the wholesale arm, servicing the accommodation, hospitality and other industries.
Nigel Bryant has been GM since early in 2010. He knows the company well, having joined Star Fish Supply from school in the late 1980s and working his way up through numerous layers of responsibility in the group until finishing his business degree and then heading to Australia for several years of experience in the hospitality industry there.
Friendly staff culture
His first step in charge of Star Food Service was to restructure it significantly. It has worked.
"We've been going from strength to strength every month and are now approximately two years ahead of last year's trading," he said. "I'm a firm believer in looking after my staff through training, motivation, ownership – the whole works. I try to lead by example." And when necessary, that has included cleaning trucks and Csweeping the floor. He will often go out to deal with clients in person. Mr Bryant is now in charge of 18 staff, many of whom have been with the company for several years.
"I wanted to develop a kind of family culture in a company. We do a lot of blending of roles where all staff try to assist one another and share responsibilities. We're very strong on communication and that means the service we're providing to our customers is stronger.
Everyone knows exactly what's going on, so rather than referring enquires on to someone else, a lot of our staff can answer customers' questions straight away."
Huge product range
Mr Bryant says as a company, Star foods understand the importance of tight supplier networks and the benefits that both the customer and Star foods can achieve through these relationships. "Star foods have the pleasure of supporting several reputable brands such as George Weston Foods - Speedi Bake and McCain Foods.
Nigel BryantStar Food Service distributes more than 4000 different food lines to customers, from fresh seafood through to meat, poultry, bakery, fresh produce and beverages. It was voted Outstanding Supplier in the Hospitality Awards in 2008.
On a daily basis it services Napier, Hastings, Havelock North and surrounding areas. One delivery is available per customer on a Saturday. Twice a week it delivers to Central Hawke's Bay, Dannevirke, Waipawa, Waipukurau and surrounding areas.
Key Account clients have the benefit of operating under a different schedule. A key account is a customer who purchases most, if not all their food service requirements, from Star Food Service. Being a key account entitles a client to the following:
- Two deliveries a day, seven days a week (dependent on area)
- No delivery charges or minimum order amounts
- Priority for fresh fish and any other products where limited supply is available
- Set period pricing
- Input into monthly in-house specials flyers
- Sourcing of products not currently ranged by Star Food Service
- Ensuring all staff from driver and sales right through to accounts have firm understanding of who is a 'key account' and the expectations of these customers.
Friendly personalised service
"One of our points of difference is that we have a seven day a week delivery service and even on a Sunday, with a merging of our roles, the driver can help a customer out with any problems right there and then," Mr Bryant said. "Our main aim is to offer friendly and personalised service that caters to the individual. One of our goals is to keep building on customer relationships through quality service and trust. We sort everything out for them and deal with their issues and problems straight away."
The company is part of the nationwide Food First buying group, enabling it to network with 16 other companies throughout New Zealand that give it the ability to handle national accounts.
Being based in Napier gives Star Food Service the advantage of having fresh fruit and vegetables close at hand, which can then be quickly distributed to its clients from its central North Island location.
Seafood is definitely a point of difference. "We obtain it fresh from our boats through sister company, Star Fish Supply and it's sent out to customers that day," he said.
Rugby World Cup focus
The Rugby World Cup is now not far away and Nigel Bryant is certain his team is ready to fulfil the requirements of the hospitality industry in their region and to use the event to springboard towards even more success.
"We look after the hospitality industry in both the wholesale and retail markets throughout Hawke's Bay and beyond – from Dannevirke to Gisborne and as far as Taupo, supplying all the foodies in between daily," he said.
He identifies his company's strong points as:
- Our service
- Our company culture
- 4000 product lines
- Knowledgeable staff
"The team here is very experienced and know what it takes to provide a service. We can supply everything a customer needs, but we aim to provide convenience as well.
"We're very easy to deal with. We've put a lot of time into forming strong relationships with our customers because we want to make them feel valued. We actually strive to do as much as possible of their thinking for them to help relieve the pressure they're under. We go that extra mile. We don't just say it; we live it; we are hospitality specialists."
