US Foodservice today unveiled its new corporate name, US Foods, and brand identity reflecting its strategic focus on creating a better food offering and an easier service experience for customers."Our new name and brand image are a reflection of the many customer-focused improvements now underway at US Foods," said John Lederer, president and CEO, US Foods. "We traveled the country and listened carefully to what our employees and customers had to say about how we can improve: provide better, more relevant and innovative food choices and make it easier for our customers to do business with us. We believe this is a recipe for mutual success."
Based on extensive research, the new identity and underlying strategy mark the beginning of US Foods' strategic transformation into a more creative and innovative food company dedicated to making things easier for customers.
In addition to changing its name to US Foods - which research showed is how most customers and employees already refer to the company - a new logo and tagline will begin appearing on trucks, products and in other areas. With vibrant orange and green food colors and a bold, simple design, the new image expresses confidence and a fresh outlook.
"We wanted to let everyone know we're on an exciting path," Lederer said. "The new image will remind us of our focus every day, and our new tag line, 'Keeping Kitchens Cooking,' will keep our customers front and center."
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