Top Reasons why ACityDiscount embraces its 19-year relationship with eBay
Flashback to 1999: ACityDiscount was close to closing its doors. Our family-owned restaurant equipment business - started by my father, William "Bill" Stack, in 1973 - struggled to move stock in the Atlanta area.
Fast forward to 2018: We're celebrating 45 years in the restaurant equipment industry!
How'd we turn things around?
We discovered new ways to reach new customers - with an assist from used coffeemakers. More on that in a moment. But first, here's a sampling of our history and company culture... and why we embrace our relationship with eBay, the e-commerce giant:
- Reason No. 8: Our resident Chef Bernie McDonough (pictured left) is better than yours.
- Reason No. 7: Our customers aren't really customers. They're ACityDiscount family. We know them by first name.
- Reason No. 6: Our sales team knows restaurant equipment because they have held every job - from dishwasher and bartender to executive chef and general manager.
- Reason No. 5: We arrive at work ready to solve the latest and greatest frustrations of new and existing customers. That's how we exceed expectations.
- Reason No. 4: Powered by eBay, we fuel the dreams of entrepreneurs. We love watching families transform homemade recipes and dreams into successful businesses.
- Reason No. 3: eBay - with an assist from used coffeemakers - helped our company survive a rough financial stretch in the early 2000s. Because of this, we keep eBay close to our hearts.
- Reason No. 2: Our success on eBay upholds standards in innovation, customer service and know-how set by founder William "Bill" Stack in 1973.
- Reason No. 1: We take care of our customers like nobody's business.
Now ... back to my story.
My son, Marty Stack (now Executive Vice President) and then-General Manger Ed Saunders convinced me to try e-commerce on a still-fairly new online platform called eBay. We placed some used coffeemakers on eBay auctions.
Faster than you can say, "Your source for food service equipment," ACityDiscount transformed into a national sales operation, ready for expansion.
What can your business learn from our eBay experience?
- eBay taught us to look beyond the potential customers we can see in the Atlanta area. After all, there are tens of thousands of foodservice operations in America seeking restaurant equipment - commercial refrigeration, deep fryers, griddles, charbroilers, concession and food truck equipment - from our headquarters in the Atlanta suburb of Norcross to Alaska. Its our job to find a way to reach them through digital marketing strategies, from social media posts and e-mail newsletters to SEO blogs and foodie videos. Restaurants are faced with similar challenges today, from considering third-party food delivery to facing uber-competition for consumer dollars.
- It's not enough to have superior food (or in our case, restaurant equipment). You need a superior marketing strategy to get food in front the right consumers; and constantly remind customers about their amazing experience at your eatery. Years ago, similar marketing messages were delivered via U.S. mail or a phone call. Nowadays, it's likely received digitally. Is your foodservice operation keeping up with technology outside the kitchen?
- Don't just embrace change - expect it! Search for new ways to accomplish old goals. Test new strategies on smaller projects. If they fail, move on to the next great idea.
This is how your company survives - make that thrives - after 45 years of service in the restaurant industry. Thanks eBay for teaching us this lesson!
