A Letter to Our Customers: As New Brand Launches, Avendra Remains Unchanged
Dear Avendra Customers,
As you know, three years ago when Avendra was purchased by Aramark, Avendra joined a collection of similarly situated procurement service businesses and group purchasing organizations (GPOs) serving different market verticals.
Over the past several years, these businesses have begun working together more to provide the best outsourced procurement solutions for customers, through endeavors such as optimized contracting efforts leveraging a broader base of spend, while leaving the unique value propositions of each brand in place.
This week we launched a new umbrella brand, Avendra Group, that will connect all of the procurement service and GPO brands. As we looked to distinguish and represent the distinct procurement service and GPO business from the traditional Aramark business, we considered a variety of approaches.
Research showed the Avendra brand name had broad awareness with suppliers and customers and scored well on attributes important to our business strategy and to your requirements – expertise, strategic partnership, integrity, and trustworthiness. Across market segments, geographies and a range of audience types (customers, suppliers, analysts), Avendra was positively viewed as a sought-after supply chain partner. We chose to build upon that strong foundation and leverage the Avendra name in a larger umbrella position to connect these businesses.
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Avendra, as you’ve always known it, does not change. The strength of the Avendra brand and its extensive awareness as a provider of excellent supply chain solutions has allowed the name to be elevated to a broader position of connectivity across the procurement service and GPO businesses, but the Avendra that you are familiar with and rely on for best-in-class hospitality supply chain solutions remains as before, and your day-to-day business with Avendra will be unchanged.
We are happy to share this exciting news. Please reach out if you have any questions.
As always, stay safe and healthy,
President, Avendra Group