The growing distribution
at a glance with CRM
With GEDYS IntraWare CRM, Gustavo Gusto achieves optimal sales management and a clear view of the market thanks to transparent documentation.
With the Gustavo Gusto frozen pizzas, Franco Fresco GmbH & Co. KG proclaimed the revolution in the freezer. Since 2016, the company has been growing unstoppably. And with 45,000 store visits a year, the demands on documentation and evaluation of existing customer data are also growing.
With in-house distribution introduced in 2019, there was an increasing demand for appropriate software. With GEDYS IntraWare, the sales department was able to implement a reliable and functional CRM system that meets the individual requirements of the department.
“We are thrilled with the extremely fast and precise implementation of our wishes by GEDYS IntraWare. This enabled us to achieve our set goals without any problems.”
Ralph Zenker, Sales Manager, Franco Fresco GmbH & Co. KG
Gustavo Gusto: Revolution in the freezer
In 2003, Christoph Schramm opened the first wood-fired pizzeria in Passau as a business administration student at the time. To research the perfect basic recipe, he goes on a trip to Italy with friends and achieves complete success.
In the following years, a few more restaurants and a delivery service are added. Eventually, the friends come up with the idea: It must be possible to get such a genuine Italian experience from the freezer – the story of Gustavo Gusto begins.
Since the genuine Italian frozen pizza experience went on the market in 2016 – with the original basic recipe from 2003 – Gustavo Gusto has been celebrating its success story. Initially available only in the region around Bavaria, the Franco Fresco GmbH & Co. KG brand now supplies around 7,600 stores throughout Germany and parts of Austria and Switzerland.
In a very short time, Gustavo Gusto has become the fastest-growing food brand in Europe, leaving well-known competitors behind. The secret? Here, the sale is not about price or mass selection, but simply about quality.
The 5 types of pizza are largely produced by hand with high-quality, preferably regional ingredients. And even climate-neutral. Gustavo Gusto convinces customers of its excellent quality at up to 3,500 tastings per year.
Outgrowing yourself – better with an overview
With increasing success, the company also grows. Gustavo Gusto now employs around 300 people. Twenty-four of them work for the in-house sales force launched in 2019.
This initially worked without reporting or dashboards. Gustavo Gusto quickly decided to upgrade here – because with 45,000 market visits a year, only comprehensive, transparent and evaluable documentation leads to the decisive insights.
This was followed by extensive price & performance comparisons of various CRM software providers. In the end, GEDYS IntraWare was able to prevail against several well-known competitors.
In addition to the positive cooperation with the project team, the functionalities of the system as well as the short-term feasibility of the required services were convincing – instead of the six months offered by the competitors, GEDYS IntraWare enabled an implementation in six weeks.
CRM with hosting for quick start
The rapid implementation of the desired services at Gustavo Gusto was made possible, among other things, by the fact that the customer chose GEDYS IntraWare not only for the CRM, but also for the hosting.
This meant that there was no need to set up a corresponding infrastructure and build up the necessary resources in advance, and the CRM system could be customized in a quick start.
Revolutionized visit reports
The special core of the new CRM system is the customized visit reports: the main task and most important KPI of the sales department are regular visits to the stores that offer Gustavo Gusto’s products. All data on the presentation and placement of products is recorded there on site – from POS materials to listing status and competitors.
Field sales staff can now use the CRM app on the go to easily enter the results of the visit via smartphone. The user interface has been optimized for intuitive comprehensibility. In addition, photos can also be stored directly.
As a result, every employee can hit the ground running. This makes recording information extremely easy and efficient. The practical radius search makes it easier to quickly find the relevant customer file.
Conclusion: In total, an employee needs only 10 minutes for a report instead of two hours!
Smart workflows for perfect planning
The CRM system also forms the basis for regular weekly planning. Visit rhythms stored for the individual customer markets serve as a reminder of the next visit date. From the list of upcoming visits, the individual appointments can be easily dragged and dropped into the weekly schedule. Via CRM with route planning, tours from store to store are also planned in no time at all.
Transparency thanks to
Thanks to constant live data synchronization, sales management accesses the new information immediately after it has been entered by the field sales force. Convenient dashboards on market visits, tastings, facings and facings extensions ensure the necessary overview of various KPIs, territories and customers.
As a result, the review and adjustment of sales strategies, resource planning and employee coaching can be extremely fast and flexible.
As a special element, an extensive rights and roles system also allows all other sales employees to view certain reports in order to assess their own performance.
The Gustavo Gusto revolution is spreading
“The time saved by the visit report in GEDYS IntraWare CRM is critical to achieving our sales goals. In fact, our expectations have been exceeded.”
Ralph Zenker, Sales Manager, Franco Fresco GmbH & Co. KG
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