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How Sell In Regional Restaurant Chains: Candid Chat With Maurice DiMarino
Here are some takeaways that will help you in 2023 when you are pitching a new brand to him or buyers like him. Here’s what he had to say
Maurice has been in the drinks industry for more than 30 years and is the beverage director for the Cohn Restaurant Group. The Cohn Group is a regional restaurant group with various concepts, with 26 restaurants across California, and 2 in Hawaii.
In this interview, Sid Patel, CEO of IBWSS chats with Maurice DiMarino on how suppliers can work with him in 2023. Here are some take aways that will help you:
I want my suppliers to really think outside the box and offer me something that is beyond the price, label and basic supports that we have seen. One example is empowering my staff and getting them involved at a winery or a distillery level. Offering more experience based programming.
I want brands to help me engage with my restaurants guests at different levels, for example first drink to the last drink and beyond that even when my guest is home. I want to give my guest that special experience and if a supplier can help me with that, thats very good. People are really looking for more than just a meal at my restaurants, there are many ways in 2023 where brands can offer more engaging experiences for my guests.
Image Source: Cohn Restaurant Group
Cohn restaurant group: David and Lesley pride their company on being family owned and operated, along with the help of their daughter Jessica, their son Jeremy and son-in-law Mike. The Cohns make it a priority to be involved in all aspects of their restaurants.
I have been in my restaurant for more than 13 years now, and my staff is also consistent, thus we do spend a lot of time involving staff in the decision-making, in the beverage programs, and any supplier that understands that has an advantage. It is still a very much small business and family-owned business environment.
I prefer to work with brands that are in my current distribution network. I am not looking to open more distributors, I rather work with fewer vendors and more products. Thus a winery, distillery, brewery, or importer who has a larger book or a portfolio that makes sense for all my restaurants is preferred over one brand that is a fit for one restaurant as all my restaurants are really different. So if I get an option to choose which brands in which restaurants from my suppliers, I prefer that.
In 2023, I think french wines will get a good bounce back. I am also looking at more local breweries, distilleries, and wineries that offer experiences for my customers and my staff. We are looking at more Non-alcoholic spirits. We are planning to use Non-alcoholic spirits in cocktails as well a little more. I do see Whisky continuing its growth in the US.
When brands are meeting me for the first time and introducing me, I prefer to have a technical person and salesperson in the meeting. It's a good combination if I have technical questions. Prefer to have it all at once. Thus having a winemaker or a distiller with a salesperson, is very good for me and my team so I can get all the answers from business to technical at that time.
In my meetings, I prefer to go right to business due to limited time, so don't talk to me about the history of the company, instead talk to me about my RFP, how you will help, why you and how you think we can sell your product and what value you are looking to bring to the table.
I prefer suppliers that visit my restaurants, talk to my staff, involve my staff, and understand our business visiting my restaurants.
Image Source: Instagram
Zoom call with Aquaman/Kahl Drog - One potential supplier. One great example of a more engaging experience with my team is the buying process
I am really not looking to hand-sell and push a brand, I do my annual RFP, and that's exactly what I have right now so if there is a product that fits my RFP, there is that need for the product that my customer is looking for. Brands that help bring me more footfalls surely help.
My RFP process, is I collect all data of people that speak to me all year round, then to new suppliers and old suppliers, I send them the RFP, and they can see where they see a fit and book 30 minutes meeting with me. I prefer annual RFP progress. This is the right time to watch out for RFPs and meet me in January 2023.
I also have an annual marketing calendar, so suppliers can ask me that and can see what kind of marketing activity they can pick from that calendar and help us support.
Image Source: Instagram
Wine dinners and getting involved and catering small events with me are still good things to offer.
On private labels, I prefer to work directly with wineries and breweries who can sell private labels directly instead of 3 tier system as that creates more complications. I am looking for experience for my employees so if a private label program offers that, it's great. I want them to involve my team with harvest, with private labels. I want my employees to connect with guests that way.
A great tip on keeping a good relationship with me is to show me you care by going to my restaurants, talking to my staff, training my staff, the ones that know my managers, my staff, and my wine books. I want my teams to feel wanted and connected. I don't want brands to be nice to me, I want them to be working with my staff more and helping them.
Maurice DiMarino along with other restaurant chain buyers will be speaking at the 2023 International Bulk Wine and Spirits Show. This is a great chance to meet him, and ask him direct questions. Get your conference ticket before January 31 to secure the super early bird pricing of just $299. Prices go up from February 1, 2023.
Who’s Else Is Speaking at IBWSS 2023?
1. Sarah (Morra) Qualters, Director of Marketing, Corporate Brands & Emerging Channels, at The Wine Group.
2. Ryan Pandl - Senior Buyer, Adult Beverages and Beverages at Target.
3. Kryss Speegle MW - Alc Bev production, sales and education, O'Neill Vintners & Distillers.
4. Jessica Kogan, Chief Growth & Experience Officer at Vintage Wine Estates.
5. Shreyas Balakrishnan, President at Cutwater Spirits.
6. Randy Herron, Head Winemaker at C. Mondavi & Family.
7. Jon Berg, Thought Leadership VP – Beverage Alcohol Vertical for NielsenIQ.
8. Cami Lehmann, Purchasing, Wine Programs, and Marketing at Maggiano’s Little Italy.
9. Jim Bube MS, Wine Director at Hogsalt, Chicago.
10. Maurice DiMarino, Wine and Beverage Manager at Cohn Restaurant Group.
11. Cheryl Durzy, LibDib Founder & CEO.
12. Rachel Lowe, Director of Beverage for Levy Restaurants, Chicago, IL.
13. Nathan Mansperger, VP of eCommerce, Southern Glazer's Wine & Spirits.
14. Bryan Melo, Senior Director of National Accounts & eCommerce at Freixenet Mionetto USA.
15. Horst Muelle, Global Head VinLog at Kuehne + Nagel.
16. Anita Oberholster, Extension Specialist in Enology at the University of California, Davis.
17. Jason Steffens, Training Manager at Deutsch Family Wine & Spirits.
18. Devin Walden, Master Distiller of Tropical Distillers.
19. Kayla Winter, Director, Product Services and Winemaking at BevZero.
More speakers are being added and you will be able to see the full list here.
What will you learn at IBWSS Conference?
The conference will take a deep dive into private labels, industry progress, bulk, and supply chain. Speakers who are experts in the bulk and private label business will provide you with actionable insights to help you save money with the expensive lessons that they have learned, they will provide you with knowledge of the current and future landscape of the industry so you can plan your business trajectory, they will provide you with appropriate knowledge to spot upcoming opportunities. IBWSS conferences are considered to be the best in the business and all the speakers at IBWSS have been carefully selected to give you a complete seminar that is valuable for you.
Topics will include data and trends, the non-alcohol segment and how winemakers can partake in this, supply and ocean freight, sales, technical and blending panel, what bulk wine and bulk spirits buyers are looking to buy, and how they will plan their buying in the recessionary period, national chain buyers like Target on sustainability in suppliers, managing a fast-growing brand, smoke lab analysis and contracts, alternative packaging, eCommerce and digital panel and more.
There will also be 4 main panels, one with on-trade chain buyers, one with off-trade national chain buyers, a technical panel of winemakers, and lab experts, and one with bulk wine and spirits buyers. The panels will be open for audience Q and A.
Who is this for?
Anyone in the bulk wine, bulk spirits, private label, contract bottling, and supply chain business. From winemakers, and distillers to retail buyers, salespeople, and CEOs, IBWSS is where decision-makers gather in planning and improving their private label, contract, and bulk business.
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Networking Party
Don’t miss the cocktail party at the Double Tree Hotel next to the expo venue at the end of day 1. Grab a drink or two and network with speakers, exhibitors, and peers. You get free access to this if you book your IBWSS conference tickets before December 16 (in the launch week).
Can’t attend in person? Secure the recorded sessions with an all-track pass
We'd love to see you in person and hang out with us, learn, network, and also have a drink at the after-party! However, if you'd prefer to attend virtually, the PowerPoint and videos of the speakers’ talks will be available. You will be able to watch all the sessions in your own time and have access to Powerpoint presentations so you can learn and apply the information in your business.
Pricing for IBWSS In-Person Conference Sessions
December 17, 2022, to January 31, 2023 - $299 (Super Early Bird).
February 1, 2023, to May 10, 2023 - $399 (Early Bird).
May 11, 2023, onwards - $499 (Regular).
*All conference tickets are fully refundable 60 days before the event. All conference tickets include lunch, coffee & pastry, and expo floor entry. The launch pricing conference ticket also includes access to the cocktail party.
Pricing for IBWSS Expo Floor
December 17, 2022, to January 31, 2023 - $39 (Super Early Bird).
February 1, 2023, to May 10, 2023 - $49 (Early Bird).
May 11, 2023, onwards - $59 (Regular).
2024 Exhibitor registration is now open. Get in early at the lowest price and select your table first. See exhibitor pricing.