WCSMS Foodservice

WCSMS is a specialized foodservice sales and marketing organization that serves both CPG suppliers seeking foodservice channel expansion and multi-unit restaurant operators looking to grow their brands. Founded by CEO Wendy Cohen, who brings over three decades of foodservice industry experience, the company originated as a national advertising agency with a foodservice focus and has evolved into a full-service sales representation and marketing firm uniquely positioned at the intersection of agency creativity and sales execution.

For CPG and other foodservice suppliers, WCSMS functions as an outsourced extension of the client's sales team, identifying prospects across the full foodservice spectrum — including QSRs, fast casuals, full-service restaurants, education, healthcare, travel, recreation, business and industry, and military segments. The team makes introductions to key decision-makers in culinary, operations, procurement, and the C-suite, then manages the path to purchase. They also facilitate distributor partnerships with broadliners, re-distributors, system and specialty distributors on regional and national bases.

The firm offers proprietary qualitative and quantitative research to help brands validate product assumptions and identify opportunities for reformulation or repositioning before entering or expanding within the foodservice marketplace. Strategic planning services draw on data and channel insights accumulated over decades of hands-on experience across commercial and non-commercial segments.

On the marketing side, WCSMS develops trade-directed and consumer-facing campaigns across digital, print, outdoor, video, direct mail, and on-premise merchandising formats. Deliverables include sell sheets, brochures, presentation decks, trade advertising, point-of-sale materials, and social media campaigns targeting both trade buyers and end-user consumers. This agency-rooted capability distinguishes WCSMS from traditional foodservice broker or sales rep organizations.

The company's culinary consulting practice includes Certified Executive Chefs and Certified Research Chefs who develop menu applications and original recipes tailored for high-volume foodservice environments, covering all restaurant types, dayparts, seasonal features, and occasion-based programming.

For multi-unit restaurant operators, WCSMS offers brand strategy, concept development, and retail expansion services, including the creation and marketing of CPG brands derived from operator menu favorites — opening new revenue channels in supermarkets, mass merchandisers, club stores, and other retail formats. The company serves franchisors, chains of company-owned restaurants, and foodservice contract management companies.