Creating a food service brand

by Dan Malovany
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While many suppliers to the food service industry prefer to fly under radar, Kronos Foods has been front and center with consumers for more than 30 years. As a result, the name has strong recognition in the Chicagoland area. In fact, 61% of local residents recently surveyed by the company recognize Kronos and know the name is synonymous with gyros sandwiches and other Greek foods, according to Michael Austin, CEO of the Glendale Heights, IL, company. The next brand has only 14% name recognition, according to the market study.

Throughout the Chicago area, posters of young consumers eating a Kronos gyros sandwich have been a mainstay in independent quick-service restaurants that serve Italian beef, tamales and local Chicago-style hot dogs on a poppyseed bun. To spread the word, Kronos also puts its logo on paper bags, napkins, table tents and more.

“The takeaway is that consumers know who we are, and they know we are recognized for the highest quality, and to that end, we don’t want to disappoint them,” Mr. Austin said.

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