The Recipe for a Great Vendor Relationship

Buca di Beppo is a collection of restaurants famous for immigrant Southern Italian specialties, served family-style. The first of these award-winning restaurants opened in a Minneapolis basement in 1993. Today, the company has grown to 95 locations in several major markets including L.A., Philadelphia, Indianapolis and Phoenix.

Buca’s relationship with GLS actually goes back to 1997. At that time, Buca started working with Phil Kashian, then an account executive with Heartland Graphics. In 2000, GLS purchased Heartland Graphics and Kashian came to work for GLS. As a result, he was able to provide Buca with expanded services including creative, mailing and inventory management.

Since that time, GLS has helped Buca produce several marketing pieces such as posters, direct mail programs and dessert menus. In fact, GLS has been printing Buca’s annual reports ever since the company went public five years ago.

In August 2003, Buca, Inc. embarked on a national marketing campaign and mailed more than one million direct mail pieces, which included a $10 gift card to prospective guests. There was a bonus offer as well; guests whose bills totaled $50 or more would receive an additional $10 on the gift card to be used toward their next visit.

The direct mail campaign consisted of 33 different brochure versions, with quantities ranging from 15,000 to 90,000 for each version. The design featured bold, Italian-inspired colors. Splashed across the cover was a plate of spaghetti with meatballs and the headline, “Real Italian, Real Flavor...A Real Deal!”

“GLS has become one of Buca’s most positive vendor relationships. It’s a combination of high quality printing, excellent customer service, and quick turnaround time.” – Heather Hurley, Production Manager, – Buca, Inc.

When selecting a printer for this hearty marketing initiative, Buca had good reason to put its confidence in GLS. Heather Hurley, production manager for Buca, Inc., has worked with GLS and Kashian for years. “We’ve never had a major problem or mishap,” Hurley says of Buca’s history with GLS, “but if there ever was a problem, I know that Phil would present a solution right away.”

For example, although Buca had already produced the plastic gift cards that would be inserted in the brochure, Kashian recommended options for producing similar gift cards at a reduced cost for future mailings. Although the problem wouldn’t necessarily affect GLS' production process, he was eager to present solutions.

The brochure assembly process involved multiple stages, aided by the latest automated equipment. First, the brochures were printed and scored. Second, flexible plastic gift cards were affixed to the inside of the brochures using fugitive (removable, gummy-type) glue. Third, the brochures were folded and glued shut. Finally, they were addressed and mailed.

To increase its gluing and folding efficiency, GLS purchased three new pieces of special machinery for this project. The investment included a Moll Versa-Fold Converter, Streamfeeder ST-850, and Robatech Hotmelt Gluing System. The unique design of the Versa-Fold, for example, allows for a wide variety of layouts to be performed on this unit. As a result, GLS was able to deliver superior results for Buca at very competitive prices.

Mike Farr, VP of Manufacturing at GLS, explains, “We are committed to giving customers access to the most updated equipment and automated processes.” He adds, “Making these kinds of capital investments is just an example of the value-added services and continuous improvement that GLS can offer to customers.”

Hurley says that GLS has become one of Buca’s most positive vendor relationships. What are the key ingredients to GLS’ success? Hurley reflects, “It’s a combination of high quality printing, excellent customer service, and quick turnaround time.” Sounds like the recipe for a great relationship.