Case 09Wholesale foodservice & packaging distribution
Australia-wide foodservice supplier for restaurants, grocery stores, supermarkets and food businesses.
- Year
- 2024
- Region
- Australia
- Discipline
- B2B / Ordering · Web
- Scope
- 5 workstreams
The brief
Cosmo Food Service is a leading Australian family owned and operated food and packaging products importer and distributor, supplying restaurants, pizza shops, fast food outlets, offices, retail stores, hotels, retirement villages and venue and field caterers from branches in five states.
The catalogue runs to thousands of lines across six very different verticals — dry goods, chilled, frozen, packaging, chemical and utensils — plus a dedicated Indian food range. A single flat product list would have buried all of it.
So the site is built around who is buying rather than what is stocked. Segment pages, a category spine, and a branch network layer each give a different kind of buyer a direct route in, and every one of them ends at the same wholesale account form.
Engagement
- Client
- Cosmo Food Service (CFS)
- Sector
- Foodservice distribution
- Region
- Australia — 5 states
- Engagement
- Full site rebuild
- Platform
- Responsive marketing site
- Status
- Pre-launch approval
- Information architecture
- Web design
- Web build
- Technical SEO
- Copy structure
The build, live
Both frames hold a full-page capture of the delivered build — the desktop layout and the mobile one — moving in step with your scroll.
Both frames play the real build. Keep scrolling and the page moves inside them.
Build log
- 01
A category spine, not a product dump
Six product verticals — Dry Goods, Chilled, Frozen, Packaging, Chemical and Utensils — each get a landing page, so a pizza shop and an aged-care kitchen never wade through the same list.
- 02
Indian food wholesale as its own front door
Rice, atta, dal, spices, frozen Indian foods and snacks are a distinct business with distinct search demand, so they get a dedicated page instead of being folded into dry goods.
- 03
Eleven customer segments, addressed by name
Restaurants, Indian restaurants, pizza shops, fast food outlets, cafes, hotels, caterers, food retailers, retirement villages, institutions and commercial kitchens each get their own answer to "do you supply someone like me?"
- 04
A branch network that reads as coverage
Sydney, Melbourne, Brisbane, Canberra and Adelaide are surfaced with full addresses and direct lines, turning five warehouses into a national-supplier proof point.
- 05
Trust signals in the structure
HACCP certification, family ownership and the roster of stocked brands sit in the page hierarchy rather than in a footer disclaimer.
- 06
Two routes to an account
Every page carries both "Open a Wholesale Account" and a link into the existing ordering platform, so new buyers and existing ones never compete for the same button.
From the site
Photography, packaging and marks taken from the delivered build.
Brands stocked
Pulled straight from the client's own supplier roster.
Signals
- 2,000+
- Products stocked
- 5
- Branches
- HACCP
- Certification
- 100%
- Family owned
“Cosmo Food Service are always very friendly prompt and go out of their way to ensure that we get the best quality products and great value. Well done guys!”
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