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.
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.
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 video shorts and social media content including Instagram stories and reels
• Integrated advertising program supporting vendor partnerships
• Regional content customization across North American markets
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.
Orchestrating digital presence for America’s largest private food importer
Where luxury e-commerce meets B2B functionality in premium imports
Transforming industry expertise into compelling video content
Creating a luxury brand identity from the ground up for Morocco’s finest food products
