Foodservice Equipment Reports

Heritage Intros Marketing Tools To Hone Focus On Parts Division

Weeks after announcing it had become an exclusive supplier of OEM-only parts, Heritage Foodservice Group has launched a new branding platform to undergird its Heritage Parts business focus and sharpen its strengths and relationships in the E&S industry.

The rebranding includes a new logo, a redesigned website and a new marketing campaign in print, digital and video media for Heritage Parts.

The rebranding isn’t simply a facelift, but a way to communicate how the company has changed and how these changes will directly benefit stakeholders, according to Heritage CEO John McDonough. “The core is the same,” he told FER in an exclusive interview at the NRA Show, “but as a whole, it’s completely different.”

In a statement, McDonough said, “We have invested in our people, our culture, our technology and the way we get things done—all to better serve our customers and OEM partners.”

The Fort Wayne, Ind., company has defined clear goals for its customers and OEM partners by focusing on four core elements of parts branding: 100% genuine OEM parts, dedicated customer care, the industry’s largest in-stock inventory and operational excellence.

“We are a leader in a category we helped to create. Our goal is to continue to reinvent parts distribution to better serve the foodservice industry,” McDonough said. “To that end, we are strengthening our operational capabilities and business focus while refining our value propositions.”

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