National Food Group

thunder::tech helped a leading wholesale food distributor improve customer relationships with a new website as fresh and satisfying as their products.


National Food Group is one of the nation’s largest wholesale distributors of prepackaged and processed foods for K-12 schools, correctional facilities, colleges and universities, healthcare facilities, entertainment venues and other industrial foodservice facilities. Their specialty is developing customized food service solutions featuring innovative food items that satisfy dietary and budgetary requirements.
As a company, National Food Service is forward-thinking, innovative and fun. Unfortunately, their website limited the functionality they could provide their customers and didn’t accurately reflect their corporate culture. That’s when they called thunder::tech.
Cooking up new and improved functionality
National Food Group saw their website redesign as a critical component of their vision for growth into 2020 and beyond. As such, they had a long grocery list of functionality items they wanted to improve and/or add to the new website.
Chief among these items was enhancing the client portal so that customers could easily access their account information, reorder, track pending orders, review past orders, apply promo codes and communicate with their account rep.
Outside of the client portal, thunder::tech radically improved product browsing by streamlining the entire process. Products were grouped into intuitive categories for free-form browsing, and a robust search functionality allowed customers who knew what they wanted to search by product category, preparation type (fully cooked, uncooked, ready to finish) as well as kosher, halal and gluten-free options.
Arranging the ingredients for success
On the back end thunder::tech worked with National Food Service’s data analysis, creative and marketing teams to ensure the new site was fully integrated with the company’s other marketing and sales platforms, including NetSuite (CRM) and Act-On (marketing automation). The new Kentico CMS allowed for great customization and flexibility with product management. thunder::tech completed significant custom CMS development to ensure that management of the brands 15,000+ SKUs was simple and seamless. The end result was connected systems that allowed a user to update information in NetSuite and have it automatically pulled into the website.
For the visual design of the site, the client wanted a design that was as clean and fresh as their products. By making the food the hero on every page, thunder::tech was able to keep the focus on the actual products, while adding small “surprise and delight” elements like animations and hover states.
The fun personality of the National Food Group really came through on the “About Us” page. Each employee has an animated headshot that reveals a little bit of their personality and a couple of questions that help customers get to know the team a little bit better.
Want to learn more? thunder::tech can help you with strategy, website design, custom development and more. Contact us today!

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