What PERFORMANCE Foodservice does

Performance Foodservice is a broadline foodservice distribution company operating as a division of Performance Food Group, Inc. (PFGC). The company delivers more than 250,000 food and non-food SKUs through 65 distribution centers across the United States to over 125,000 customers, completing approximately 500,000 deliveries per month and logging 339 million+ miles annually. Its product portfolio spans produce, dairy, meat, seafood, bakery, beverages, kitchen equipment, and restaurant supplies, organized into an exclusive owned-brand family including Peak Fresh Produce, Nature's Best Dairy, Braveheart Black Angus Beef (with PathProven DNA traceability), Village Garden, Roma, Contigo, West Creek, Ultimo, First Mark, and dozens of other sub-brands, alongside third-party national brands. Customer segments are primarily restaurants (from local independents to national chains), with additional vertical coverage of convenience stores and retail food operations.

The company's core technology is the CustomerFirst digital ordering platform, which gives operators real-time access to order history, invoices, and delivery status from any device, supplementing traditional field-sales-driven ordering with a self-service channel. Supporting platforms include Performance Rewards (a loyalty and cashback program tied to the Braveheart Gold Club) and PFG One Source Solution Partners (a curated marketplace of marketing, operations, and staffing vendors). Content and engagement are driven by The Dish, an award-winning bi-monthly culinary publication curated by an in-house Chef Council, the Have a Taste weekly newsletter, and a recipe database organized by cuisine, occasion, and brand. The firm also runs targeted social media, email, and event marketing aimed at restaurant operators.

Performance Foodservice generates revenue primarily through product markups on food and non-food distribution, transactional fees on orders placed through CustomerFirst, and recurring revenue from custom solutions and turnkey C-store programs. Pricing is not publicly disclosed and is set through account representatives, which is consistent with enterprise and mid-market broadline distribution. The company operates a hybrid go-to-market: a direct field-sales motion via account managers serving enterprise and mid-market customers, augmented by the self-service CustomerFirst platform for streamlined reordering. Performance Foodservice is a privately held subsidiary of PFGC, which is incorporated in Virginia, headquartered in Richmond, and led at the subsidiary level by a vice president of human resources (Lori Piest) per the available leadership data.

Name

PERFORMANCE Foodservice

Legal name

Performance Food Group, Inc.

Website

https://performancefoodservice.com

Company type

Private

Founded year

1963

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Performance Foodservice is a U.S. broadline foodservice distributor, part of Performance Food Group, delivering 250,000+ food and non-food products through 65 distribution centers to 125,000+ restaurant, convenience store, and retail food operators across the country.

Ownership category

akta.pro rank

Product category

Foodservice Distribution

SIC

Wholesale-Groceries, General Line (5141)

akta.pro primary industry

Noncommercial/Institutional Broadline Distributors (K-12, Higher Ed, Healthcare, Government) (AFAIAAAC)

akta.pro secondary industry

Convenience, Grab-and-Go & Prepared Foods Distribution (CRAOABAL)

Keywords

• Foodservice distribution
• Broadline distribution
• Restaurant supply
• Food wholesale
• Foodservice logistics

Headquarters

HQ city

New Windsor

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Operations, Personnel, Supply Chain, Infrastructure, Marketing or Sales

Revenue model

1. Food Product Distribution: Distribution of food products including produce, dairy, meat, seafood, and dry goods to restaurant and foodservice operators. Revenue generated through product markups and logistics services.
2. Non-Food Products and Supplies: Kitchen equipment, restaurant supplies, and operational essentials. One-time product sales with recurring reorder patterns.
3. Custom Solutions and Programs: Turnkey programs for convenience stores, custom solutions, and specialized offerings including exclusive brands.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Performance Foodservice is a broadline foodservice distribution company that delivers more than 250,000 food, beverage, kitchen equipment, and restaurant supply products to over 125,000 restaurant, convenience store, and retail customers across the United States. It operates 65 distribution centers and a dedicated delivery fleet, and complements the core distribution service with proprietary digital tools (CustomerFirst ordering platform, Performance Rewards loyalty program, PFG One Source Solution Partners) and an exclusive portfolio of more than 30 proprietary brands spanning produce, dairy, proteins, Italian/Latin/Asian specialties, bakery, beverages, and non-food supplies.

Product overview

Performance Foodservice is a broadline foodservice distribution company operating 65 distribution centers nationwide, delivering over 250,000 products to more than 125,000 restaurant and hospitality customers. Its product offering is organized as a portfolio of platforms, programs, and exclusive sub-brands rather than a single unified software product. The core digital platforms include CustomerFirst (a digital ordering and inventory management hub with real-time order history, invoices, and delivery tracking), Performance Rewards (a customer loyalty and cashback program tied to the Braveheart Gold Club), and PFG One Source Solution Partners (a curated partner program for marketing, operations, and staffing solutions). The company supports its customers through content platforms including The Dish (an award-winning bi-monthly culinary publication curated by the Chef Council), the Have a Taste weekly newsletter, and a recipe database of hundreds of chef-curated recipes. Its exclusive brand portfolio spans dozens of sub-brands across produce (Peak Fresh Produce), dairy (Nature's Best Dairy), dressings/sauces (Village Garden), Latin foods (Contigo, Adelante), Italian foods (Roma, Piancone, Luigi), cheeses (Bacio), proteins (Braveheart Black Angus Beef, Allegiance pork, FarmSmart, Ranahan Ranch, Surety Beef, Stonehouse, Dominion beef, Ridgecrest, West Creek, Silver Source, Bay Winds), bakery/breads (Ultimo pizza crusts, Perfectly Southern biscuits, Zebec Mediterranean breads/desserts, Delancey Street Deli), beverages (Rejuv juices, Coda Coffee), spices/flavorings (Magellan extracts, FLAVORSMITH), and prepared specialties (Asian Pride, Entice appetizers, World Dock seafood, Jersey Shore fries), along with non-food supplies (First Mark). Together, these platforms and sub-brands form a one-stop-shop for restaurant operators seeking quality ingredients, digital ordering tools, and culinary inspiration.

Differentiator

Problem solved

Functional benefit

Brands

• Village Garden: Garden-fresh flavors crafted from time-honored recipes in a versatile line of premium dressings and sauces.
• Nature's Best Dairy
• Perfectly Southern
• Peak Fresh Produce
• Braveheart
• First Mark
• Roma
• Contigo
• FLAVORSMITH
• West Creek
• Ridgecrest
• Silver Source
• Piancone
• Bacio
• Ultimo
• Zebec
• The Dish

Products and services

• CustomerFirst Proprietary digital ordering hub for restaurant operators providing real-time access to order history, invoices, and deliveries from any device, enabling self-service restocking.
• Performance Rewards
• PFG One Source Solution Partners
• Broadline Food Distribution
• Equipment & Supplies (including First Mark non-food line)
• Turnkey Convenience Store Programs
• Custom Solutions
• Exclusive Proprietary Brand Portfolio (e.g., Peak Fresh Produce, Nature's Best Dairy, Village Garden, Roma, Contigo, Braveheart, Allegiance, Bacio, Piancone, West Creek, etc.)

Quantifiable outcome

• Deliveries to more than 125,000 customers
• +2 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles3 records

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• California Milk Advisory Board (CMAB)minorStrategic or Co-development PartnerContent collaboration in which Performance Foodservice featured Real California Grilled Cheese Sandwich Contest recipes and finalists. CMAB hosts the contest challenging chefs to elevate grilled cheese sandwiches using Real California Cheese and dairy products.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Market position

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/performancefoodservice
• LinkedInlinkedin.com/company/performance-foodservice

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about PERFORMANCE Foodservice