FAQ
Supporting the Transition from Core Own-Brand to CHEF Assured & CHEF Prestige
1. Why are we changing the name from Fairway Assured to Chef Assured?
This is part of a strategic brand refresh to align more closely with chefs and caterers. The new name better reflects the professionalism and quality our range delivers.
2. Is anything changing other than the name?
In some cases, there may be minor specification, price or pack size changes, but the value, quality, and purpose of the range remain unchanged. These are not essential or budget products—Chef Assured continues to be a brand that delivers strong quality and performance for chefs.
3. Are prices changing?
Some lines may see small price adjustments, in line with product specification changes or supplier updates. However, we remain committed to delivering outstanding value to chefs and caterers through the Chef Assured range.
4. Are specifications changing?
Some specifications may be improved or updated to maintain our high standards and benchmark performance, but there is no reduction in quality—only improvements or enhancements where appropriate.
5. Will product codes or ordering systems change?
In most cases, product codes will remain the same. Where changes are necessary, we’ll communicate them well in advance and provide updated product guides to minimise disruption.
6. Will customers notice the difference?
The branding will change, but product quality and value remain constant. Our customer messaging campaign will ensure chefs are reassured that this is the same trusted range they’ve always used, just under a refreshed name.
7. Are we going to lose customers due to this rebrand?
Not if we communicate effectively. That’s why we’re providing you with the right tools—flyers, fact sheets, scripts, and support materials—to help reassure customers and maintain their loyalty.
8. Will customers assume it’s a cheaper or lower quality range?
No. In fact, the opposite is true—Chef Assured and Chef Prestige are positioned even more clearly as high-quality foodservice brands. They are not budget or entry-level products.
9. Will we need to sell the new range differently?
Not if we communicate effectively. That’s why we’re providing you with the right tools—flyers, fact sheets, scripts, and support materials—to help reassure customers and maintain their loyalty.
10. Are there any changes to the packaging?
The only visual change is the logo and branding. All other packaging elements (design, format, pack sizes) will largely stay the same, unless tied to a specification update.
11. What happens to existing Fairway Assured stock?
Fairway Assured stock will sell through naturally. There is no need to worry about old stock—both ranges will co-exist during the transition period, and the quality remains consistent across both labels.
12. Will customers be confused by the new name?
They might be at first—that’s why we’re launching a multi-channel reassurance campaign to explain the change clearly and positively. Your role is key in reinforcing that message during every customer interaction.
13. What if a customer asks why the price has changed?
Be open and honest—explain that some price changes are due to supplier or specification updates, but the product still represents superior value for its quality, and is never a budget or essentials tier product.
14. What if a customer wants to switch to another brand?
Use this opportunity to remind them why they chose our own brand in the first place: quality, consistency, and value. Reassure them that Chef Assured is still benchmarked to brand-leader standards and often exceeds them in blind tastings.
15. Will all core own-brand products now sit under Chef Assured?
Yes, the goal is to consolidate and strengthen the own-brand range under a single, recognisable brand that chefs trust. This gives you a more cohesive and professional brand to promote.
16. Is this just a rebrand, or is there more to it?
It’s both a rebrand and a repositioning of the range to be stronger, clearer, and more customer-facing. It’s a chance to re-engage customers, promote the range more effectively, and remind the market of our high quality and high value.
17. How will this affect our promotions and marketing activity?
There will be a coordinated campaign across flyers, wholesaler systems, Chefs’ INSIDER, email and PR, all designed to drive awareness and engagement. This is a great time to revisit lapsed customers or introduce the range to new ones.
18. What support materials will I receive?
You’ll get a full sales toolkit including:
- Fact sheets
- Customer-facing flyers
- Sales scripts
- WhatsApp graphics
- FAQs and talking points
- Support from your sales manager and marketing team.
19. What are the upsides of this change for me as a sales rep?
- A stronger brand story to tell.
- More recognisable chef-aligned branding.
- A reason to reopen conversations with lapsed or quiet accounts.
- Better product visibility across marketing channels.
20. What if I’m not confident explaining the change to customers?
We’ve got you covered—everything you need is in the toolkit, and your manager will support you through the transition.
Contact
Kindly forward comments and suggestions to: richard@thewholesalegroup.co.uk