Metz & Associates, Ltd., a major independent foodservice contract management firm, has announced a rebranding and renaming of the company as Metz Culinary Management.
“After 17 years of operating under the name of Metz & Associates, Ltd., we felt it was time for a change to better depict our way of defining the industry, as well as our future progress,” says President/CEO Jeffrey Metz. “This carefully thought-out branding process utilized internal and external perspectives, competitive analysis and brainstorming within the company and with outside consultants. The Metz name was already recognized by our current customer base and new client prospects. Our name change reflects food service and hospitality. Thus, the new name of Metz Culinary Management was born."
The rebranding incorporates a new company logo that illustrates a chef-driven approach to food service. Jeffrey Metz says the enthusiasm and energy of the chef’s pose—serving a distinct “M” that says “Metz Served Here”—is meant to demonstrate how the company works for its customers.
The rebranding initiative was introduced to the entire Metz management team at the company's annual Metz Business Leadership Conference on March 7, using the "Metz Served Here" theme. The conference opened with a welcome by company Executive Chair John C. Metz and moved on to a keynote address and introduction of the new brand by Jeffrey Metz. The conference also included industry specific workshops, motivational seminars and even a promenade of chefs wearing the newly designed uniforms.
Metz operates in the Northeastern United States, providing dining and environmental management services to clients such as hospitals, nursing homes, school districts, colleges, universities and corporate offices.
For FM's interview with Jeffrey Metz about the rebranding initiative, go here.