Distributors Grow with Foodservice Offerings

Key Takeaways:

• Expanding into foodservice allows jan/san distributors to grow revenue, increase average order sizes, and strengthen customer relationships by becoming a one-stop supplier for both cleaning and foodservice needs.
• Success in the foodservice category requires a consultative approach that addresses customer goals around sustainability, labor savings, food safety, inventory management, and operational efficiency.
• Distributors can create long-term growth opportunities by leveraging existing customer relationships, offering specialized foodservice expertise, and cross-selling solutions that solve customer pain points across multiple facility functions.

 

For many jan/san distributors, growth has traditionally meant winning more cleaning accounts, expanding territory, or adding new service programs. But one of the most practical—and profitable—paths forward may already exist inside the walls of their current customer base: foodservice.  

From schools and universities to healthcare facilities, stadiums, corporate campuses, and senior living communities, end users rely on janitorial supplies and foodservice products every day. Yet many distributors continue treating these as separate purchasing categories, leaving an easy revenue opportunity on the table. By expanding into foodservice essentials such as disposable packaging, beverage supplies, napkins, and cutlery, jan/san distributors can increase average order size while becoming a more strategic, one-stop partner to their existing customers. 

The timing is ideal. Many manufacturers that jan/san distributors already work with also offer complementary foodservice lines, meaning the supply chain relationships and logistics are often already in place. With minimal operational disruption, distributors can broaden their product mix, deepen customer loyalty, and differentiate themselves in a competitive market. 

Diversifying into foodservice isn’t just a new category—it’s a smart expansion strategy that aligns with existing customer needs and drives sustainable revenue growth. 

To dig deeper into the benefits of adding foodservice offerings, Sanitary Maintenance tapped into Glenn Harbison, Senior Director of Marketing, Foodservice + Industrial Packaging at Imperial Brady, to share his many years of expertise. 

Why does it make sense for distributors to provide foodservice offerings along with cleaning products? 

Harbison: There are several reasons that this combination is common with jan/san distributors, and the first is the shared customer base. Obviously, if you supply janitorial/restroom products at a restaurant, it presents a perfect foodservice opportunity. When you consider the education market, healthcare facilities, stadiums, and hospitality, each has areas where foodservice products are needed—whether it is the cafeteria, catering, buffets, breakrooms, or concessions. And in a lot of situations, customers prefer fewer vendors, as well as the ability to consolidate ordering. 

Additionally, foodservice environments require strict cleaning, sanitations, and safety protocols, so cleaning chemicals, hand hygiene, personal protective equipment (PPE), and waste management provide even more opportunity.  

What types of product offerings should distributors consider as they expand into foodservice offerings? 

Harbison: To be a full-service provider/distributor to these end users, distributors should consider product offerings beyond the obvious clamshells, cutlery, and napkins. They should also address take-out packaging, hot cups, cold cups, and food transport options.  Tamper-evident containers, as well as packaging that supports portion control, are what these types of customers are looking for. And, of course, sustainability options are top-of-mind these days, too. 

What are some of the most profitable product offerings? 

Harbison: In many cases, the main foodservice items are commodities with tighter margins. You must be competitive on dinner napkins, film, foil, and hinged containers. The higher-margin opportunities are on the janitorial side with chemical dilution control systems, liners, and cleaning tools. From the foodservice perspective, sometimes custom-branded packaging allows you to work a little higher, as well as offer some private label foodservice products. These give distributors an opportunity for higher margins. Some profitable opportunities are the reoccurring disposables that are tied to compliance and sanitation of the location. 

How does the growing trend of compostable foodservice products impact services offered by distributors? 

Harbison: Distributors have to be consultative in their approach when conferring with customers. Customers need guidance on product selection, compostability certifications, disposal regulations, and waste stream management. It is best to first talk to the customer about their sustainability goals, anticipated outcomes, and menu items before deciding on specific products. Customer education is just as important as proper disposal practices. 

What other foodservice products and services should distributors promote for customers who are looking to grow their sustainable initiatives? 

Harbison: Sustainable options are not always compostable ones. Aluminum foil remains one of the more sustainable packaging options in foodservice because it is highly recyclable: it is widely accepted in recycling streams and is capable of being recycled repeatedly. It just does not resonate with the customer if it is not “natural” in color or made of paper. 

Other foodservice options for a customer looking to be more sustainable are compostable cutlery and straws, portion-control packaging (to reduce waste), and eco-certified napkins, towels, and tissue. 
Some foodservice distributors offer ENERGY STAR-rated cooking and kitchen equipment to help reduce utility costs, water usage, and energy consumption. 

Labor and food costs are two challenge areas for many foodservice customers. How can distributors help alleviate some of the pain points clients feel in these areas? 

Harbison: From a disposable standpoint, high-capacity napkin, cutlery, towel, and tissue dispensing systems can lead to less refills and less labor, especially during busy times.  
The correct packaging, as well as portion control dispensing, can help with food costs. Some distributors offer kitchen equipment with automation in food prep that can save labor and increase efficiency.  

Of course, there is also the labor-saving janitorial cleaning equipment, as well as processes and training on how to best utilize these tools. 

Having an online ordering platform and processes can help with ordering compliance, inventory management, ordering list organization, and optimal ordering efficiency. 

Health and safety are two other priorities for these customers. How can distributors help improve food safety, reduce cross-contamination (allergies), and create safe working environments for their foodservice customers? 

Harbison: First, these distributors most likely have hand hygiene, sanitizer, and PPE programs for proper food handling. Foodservice distributors can offer color-coded smallwares, food prep items, and storage containers to help reduce cross-contamination.  
Foodservice distributors often train and educate staff on products and solutions to prioritize health and safety. 

What's the best way for distributors to break into the growing foodservice category? 

Harbison: I believe distributors should commit to a foodservice solution-based segment of their business rather than just offering a disposable category. Being in the foodservice category requires expertise, inventory commitment, training, and an understanding of the market. It’s smart to leverage existing jan/san relationships, but having access to foodservice specialists with product and sustainability knowledge is needed to create differentiation.   

It’s also important to be familiar with group purchasing organizations (GPOs) that come with large-venue, national foodservice accounts. Distributors should be comfortable speaking to national GPOs and foodservice contracts. 

What strategies should sales reps implement to encourage existing jan/san clients to add foodservice offerings to their purchasing? 
Harbison: It is essential to, first, let customers know that you do have solutions for foodservice. Leverage those relationships and encourage they add a foodservice item or two to their usual jan/san delivery. Ask the customer where their pain points and product gaps are and go after those products. You can position your company as a one-stop shop and then offer to do a walk-through or facility assessment to identify opportunities for labor, cost, or sustainability savings. 

The bottom line is if a distributor wants to cross over into foodservice, it can create valuable cross-selling opportunities, but they must be prepared to manage challenges such as broader inventory requirements, specialized products, and operational knowledge to support foodservice operators. 

Corinne Zudonyi has been in the commercial cleaning industry for over 20 years and is proud to serve as Editor-In-Chief of Contracting Profits (the official publication of BSCAI), Facility Cleaning Decisions, and Sanitary Maintenance (the North American media partner of Interclean Amsterdam) magazines, publications that serve the professional cleaning industry. Additionally, Corinne manages CleanLink.com, the leading digital resource for the commercial cleaning industry, and she uses her industry knowledge to steer educational topics for Clean Buildings at NFMT East.

Corinne is the sole U.S. representative to serve on the international Interclean Amsterdam Innovation Jury, where she weighs in on product trends impacting commercial cleaning on a global scale. She also works closely with Healthy Green Schools & Colleges to advance healthy and sustainable cleaning in educational facilities. As a member of the CLEAN Awards Jury, through the Building Service Contractors Association International, Corinne also helps recognize cleaning contractors and their companies for outstanding service to the industry.

Corinne can commonly be found moderating industry panel discussions, presenting education, and focusing on bringing awareness and affirmation for the wonderful work that people do to keep facilities clean and building occupants safe and healthy.

Follow Corinne on LinkedIn here.