True Manufacturing Challenges Sketchy Sales Tactics with New Pricing Policy
True Manufacturing, a leading supplier of commercial refrigeration, has taken a stand against the proliferation of unethical marketing tactics in the food service supply industry. Until recently, online retailers have been able to advertise rock-bottom prices on name brand restaurant equipment to lure in potential buyers with the intent to then offer a lesser quality product as a substitute.
“As we all know, pricing on the internet can be very aggressive—especially in light of false claims that there is ‘no sales tax’. Many internet providers use the brand recognition of companies like True to attract customers… Then they pull a bait and switch in order to earn a higher margin on an inferior piece of equipment. As President of FRS and a Board Member of NAFED [a national buying group of food service dealers], I have repeatedly voiced my concern over this practice. It harms reputable equipment brands, brick-and-mortar providers like FRS and customers who don’t fully understand what they are buying.”
True is fighting bait and switch tactics with a new pricing policy for retailers. The company no longer allows advertised pricing of ANY kind for True products—not on their website, not on flyers, not in catalogs, not on retailer websites and certainly not in sketchy pay per click ads. All True product listings will prompt customers to request pricing from a dealer. Dealers who do not comply with this policy will not be permitted to buy or sell True products.
This is a huge win for industry transparency. We hope that other food service equipment vendors will follow suit, because customers have a right to know what they are buying and how it stacks up to comparable products. Stricter pricing policies are also a win for local dealers…
“We believe that the food service industry needs knowledgeable, local dealers who have a vested interest in the communities they serve. Our goal is to be just that, and we applaud True for supporting a level playing field for local dealers and online retailers.”
All brick and mortar businesses are facing increased competition from the internet. The fight may be fierce, but it's important. Local economies are at stake. Despite enhanced competition, FRS is going strong with 2015, 2016 and 2017 being our most profitable years to date. We believe that our success can be largely attributed to fair pricing (check out our Price Match Guarantee) and our ability to provide support that online competitors cannot. Please contact your local showroom to learn more about site visits, kitchen design assistance, white glove delivery service and a whole lot more.