Singapore – Nestlé Professional has unveiled its latest initiative aimed at transforming the way it engages with food-service operators. The newly inaugurated Customer Engagement Centre (CEC) in Singapore is a testament to Nestlé’s commitment to the F&B and hospitality businesses, positioning itself as a comprehensive solutions provider.

The CEC stands out in bringing in-depth industry knowledge, expertise in food services and an extensive F&B and hospitality portfolio. Helmed by Nestlé Professional’s in-house chef and barista, and alongside association partners, they aim to address key industry challenges while serving the evolving needs of their clientele. 

These challenges include a constant drive for sustainable practices, solutions for manpower challenges, and steps toward increased overall operational efficiencies delivered by innovative on-trend concepts. 

Moreover, the opening of Nestlé Professional’s new CEC marks a significant shift from selling products to actively contributing to the growth and improvement of F&B and hospitality businesses in Singapore.

The new CEC is designed to resemble a café, where partners and affiliates can book an appointment for tastings and demonstrations to better understand the myriad of F&B offerings and solutions provided by Nestlé Professional. This includes product and machine demonstrations where product training, tailored applications, creative menu development, and recipe ideas are offered to meet unique business needs.

Paul Nagelkerken, country business manager at Nestlé Professional, said, “By creating a space that fosters collaboration and innovation, Nestlé Professional is poised to play a pivotal role in assisting the F&B industry in Singapore. This strategic initiative aligns with the company’s commitment to exceed the expectations of our customers, providing them with the concepts, tools and expertise needed to thrive in a dynamic and competitive market.”

Manila, Philippines – OpenMind, a bespoke team within GroupM that serves as the agency of record for Nestlé Philippines, has been awarded the FMCG giant’s total search business, which includes SEO, SEM, and e-retail search. This move effectively consolidates Nestlé Philippines’ entire media business under one agency.

Emm Ordinanza, vice president and head of media integration at Nestle Philippines, commented, “We are looking forward to our partnership with OpenMind on Nestle’s search strategy, knowing full well their commitment and capability to deliver a smooth and focused search experience while embracing a cross-channel approach that will synergically reinforce each other.”

Meanwhile, Puneet Arora, GroupM’s CEO for the Philippines, said that they are thrilled to secure Nestlé’s mandate to activate a truly integrated media strategy – founded on OpenMind’s Pervasive Performance model – that will cultivate long-term value and good growth for Nestlé Philippines’ business.

He added, “Using GroupM’s proprietary consumer and industry insights, we tailored a holistic plan and innovative approaches that will accelerate demand and drive preference. With a dedicated team working exclusively for Nestlé, we look forward to positively impacting their business in this thriving market.”