Central City Distribution Co. Inc.

Central City Distribution Co. Inc.
3029 N. 112th St., Wauwatosa
www.centralcitydist.com
Year founded: 2000
Product or service offered: Snack foods serviced throughout southeastern Wisconsin at grocery stores, drug stores, gas stations, c-stores and bars. Snacks include: Vitner’s Potato Chips, Pajeda’s, CoCo G’s, Gourmet Popcorn, Barcelona Nuts, Carley’s Cookies, Klement’s Sausage, Herb’s Pickled Sausage
President: Michael Dahlke
Projected 2015 revenue: $2.6 million
Target clientele: Men, women and children of southeastern Wisconsin
Business organization memberships: MMAC, FaB Wisconsin, C12 Group
What has fueled your company’s growth?
“I believe a commitment to service has helped us increase our market share. In our business, we have to work with a third party to help us sell our products. We have to display and merchandise our product in order to draw customers to our displays. Hopefully after trying our product, our customers will understand that we have good flavored snacks at good prices.”
What is the biggest obstacle to your company’s growth?
“There are a few obstacles over the last few years that continue to hold us back from our full potential.Financial constraints create a shortage of inventory and inability to handle an increase in accounts receivable to grow with larger stores.Safety is always a concern for my staff. Our competition is one of the largest in the world—they control more than 70 percent of the market and are very aggressive.”
Do you plan to make any changes to your company?
Creating more of a presence in Racine/Kenosha and starting new routes in the Green Bay/Fox Valley area. “
Who are the business people you admire? 
“Wayne Lippert was one of the first people I reached out to when I started the business. I always admired his integrity as a father and in business. Steve Yenter, my district manager at Burger King when I was 19 years old. He saw something in me as he promoted me to store manager before I turned 21. Phil Lawry, the head instructor as I attended the Hospitality Management Program at Waukesha County Technical College. He encouraged learning, hard work and fun at work.”
What is the outlook for your industry?
“As we continue to grow and add the right staff, I am very excited about our future. Our staff’s commitment to creating new opportunities and sales will lead us into new and exciting adventures.”
What is your company’s most important growth strategy?
“Service, continued good customer service, along with a commitment to our community. Our new “Vinnie” mascot is helping to provide a friendly and fun way to brand our chips and create community involvement as we engage with our customers.”