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SCALE & SCOPE
One of the characteristics of Economy Restaurant Fixtures, San Francisco, is that even though it is a rapidly growing dealership - sales are expected to total nearly $54 million in 2004, up from $47 million last year - three of its corporate leaders are as closely involved as any DSR with current customers and winning new accounts. Acting as self-described "player coaches," President Jeff "Weinstock, V.P. Josh Weinstock and Field Sales/Contract V.P. Charlie Fusari each have sales areas, accounts and sales staff whose performance they monitor, in addition to their daily management duties. "We view our competition as last months numbers, and we work hard to ensure that all our route and retail salespeople get this message," explained Fusari.
With its active, second-generation leaders driving growth, Economy now employs some 110 staff, including more than 30 inside and outside salespeople, and stocks approximately 8,500 SKUs. The firm's San Francisco headquarters is still largely dedicated to cash 'n carry sales, field sales and contract work, while noncommercial business is managed from its four-year-old Sacramento retail location. An early mover in E&S e-commerce, Economy also owns and operates the Big Tray web site (www.bigtray.com), which has extended Economy's market reach and accounts for an undisclosed but growing percentage of its sales.
Assisting the Weinstocks and Fusari in managing Economy's development is CFO Richard Michka, who joined the dealer in 1998. Michka's duties include ensuring that bottom-line results justify current sales efforts. He is a member of the company's management committee with Jeff, Josh and Charlie. Another key contributor has been Jill Rothkopf, daughter of former partner Chuck Rothkopf and Fusari's wife, who was a member of management throughout much of the 1990s and now, though a mother of two young children, contributes to Economy's marketing efforts and personally develops the firm's sales flyers.
Though Economy's leaders are all convinced that their current cash 'n carry, street sales and contract business model will continue to underpin the firm's success, they are also aware of impending challenges. According to Fusari, these include California's high taxes, energy costs and real-estate prices - this last is of particular concern as Economy is now planning to open another cash 'n carry operation in what may be the nation's...