CMJJ Gourmet · Food & Beverage

CMJJ Gourmet: 30-40 Qualified Wholesale Leads a Month and $456,000 in Wholesale Pipeline

CMJJ Gourmet generates 30-40 qualified wholesale leads a month - 239 qualified leads over 30 reported weeks from 60,266 buyers contacted, including buyers at multiple Hilton, Marriott and Four Seasons locations. At typical foodservice order values, those leads represent about $38,000 in expected opening order value and an estimated $456,000 in first-year wholesale pipeline.

About the Company

CMJJ Gourmet sells wholesale disposable catering supplies and needed to scale acquisition across high-value foodservice and hospitality channels without building an inside sales team.

What CMJJ Gourmet Sells

Mini dessert cups and plastic mason jars
Aluminum baking cups and takeout containers
Eco-friendly tableware and serving trays
Bulk foodservice packaging for caterers and hospitality

Who They Sell To

Hotel chains and resorts, including multiple Hilton, Marriott and Four Seasons locations
Restaurant groups and banquet operations
Banquet chefs and F&B directors
Convention centers and arenas
Caterers, bakeries, and event planners ordering in bulk

The Challenge

CMJJ required:

Consistent pipeline of foodservice and hospitality buyers
Outreach across multiple high-value channels (hotel chains and resorts, restaurant groups, banquet chefs, F&B directors, convention centers, arenas)
A system that didn’t require internal sales hires
Measurable results and qualified lead generation

The Approach

RetailReach created and managed a structured wholesale outreach campaign targeting:

Hotels and resorts, including Hilton, Marriott and Four Seasons locations
Restaurant groups and chains
Banquet chefs and F&B directors
Convention centers and arenas
Caterers, bakeries, and event planners
Foodservice buyers ordering catering supplies in bulk

The campaign focused on professional, personalized outreach with strategic follow-up sequences.

Results

Campaign Performance (30 Weeks)

60,266 stores contacted (113,540 emails sent) across foodservice and hospitality channels
1,142 replies received, 323 of them positive
239 qualified wholesale leads generated - a 30-40 monthly pace
About $38,000 in expected opening order value
An estimated $456,000 in first-year wholesale pipeline
Marquee buyers: leads from multiple Hilton, Marriott and Four Seasons locations, among other hotel chains and resorts

Wholesale Pipeline Generated

Typical disposable catering supplies run about $50 per case, and a typical opening order covers roughly ten cases - an average opening order value of about $500. Assuming a 30 to 33% conversion rate from qualified lead to wholesale account, the campaign’s 239 qualified leads represent about 76 wholesale accounts.

That makes roughly $38,000 in expected opening order value. And because foodservice buyers typically restock disposables monthly - about $6,000 per account a year - those accounts add up to an estimated $456,000 in first-year wholesale pipeline.

What Contributed to Success

Multi-Threaded Targeting: Hotel chains and resorts (Hilton, Marriott and Four Seasons among them), restaurant groups, banquet chefs, F&B directors, convention centers, arenas, and hospitality buyers
Relevant Outreach: Personalized messaging for foodservice and hospitality decision-makers
Strategic Follow-up: Consistent engagement sequences
Performance Optimization: We established a lead scoring system, grading each lead on a scale of 10. This was used to optimize future performance to generate higher value leads.