CHEFS WAREHOUSE MAGAZINE CASE STUDY
Transforming B2B Content Strategy for a Specialty Food Leader
Challenge
The Chefs’ Warehouse (NASDAQ: CHEF), North America’s premier specialty foods distributor, needed to create distinct regional voices while maintaining corporate cohesion after going public. The challenge was to develop a content strategy that would serve both international corporate initiatives and regional market needs while creating new revenue streams through vendor advertising.
Strategic Approach
We conceived a multimedia platform uniting print, digital, and social channels to serve multiple purposes: product education, regional availability, international initiatives, and advertising revenue. This strategic approach needed to scale across diverse markets while maintaining consistent brand quality.
Solution
The resulting platform became The Chefs’ Warehouse Magazine and its digital counterpart, CWmag.com. We developed a content ecosystem that spans multiple channels:
• Print magazine growing from 12 to 40 pages
• Digital platform with robust organic search presence
• Dynamic social media content including Instagram stories and video reels
• Integrated advertising program supporting vendor partnerships
• Regional content customization across North American markets
Impact
In seven years, the platform has achieved remarkable growth and reach. Distribution has increased by 857%, from 1,500 to 12,870 copies, while digital readership has grown by 5,000%. The publication now covers 60% of CW’s international footprint, spanning the entire West Coast, Texas, and major Canadian markets.
Beyond metrics, the platform has become a vital connection point between The Chefs’ Warehouse and its community, driving both B2B engagement and B2C e-commerce sales.
