Be first through
the door.
Field Lead gives your food, condiment, and beverage brand sales teams the early warning system they need to win new accounts in the first 90 days of opening.
New restaurants lock in primary suppliers within 90 days. After that window closes, displacement costs 3–5× more. Being second is not a close loss — it is a permanent loss.
"Our reps find out about new accounts when they drive past them. By the time we call, Sysco has been in three times."— VP of Sales, regional food & beverage distributor
$99.6B
Canada foodservice market
60,000+
New restaurant openings/yr
90 days
Window to lock in a supplier
0
Purpose-built tools today
The Problem
Foodservice sales reps
are flying blind.
New accounts win or lose in the first 90 days. Food, condiment, and beverage brands have no system to be first through the door.
01
New openings are invisible
Reps find out about new restaurants by driving past them — weeks after the critical first-mover window has closed. Sysco has already been in three times.
02
Stale territory data
25%+ of calls target accounts that have closed, changed operators, or already locked in a competitor. Food & bev reps waste entire days on dead ends.
03
No early warning system
There is no system to alert reps when high-potential accounts open nearby. High-volume brunch spots, craft cocktail bars, and premium bistros are missed.
04
Missing where growth is happening
Rising chains and high-traffic concepts drive category volume. Brands that align with trending restaurant groups compound their shelf presence — but only if they know who is trending before everyone else does.
"We knew Omakase and Korean BBQ were trending — we just had no way to find every new location the moment it opened. That window is everything."
— National Sales Manager, premium beverage brand
The Solution
Three Intelligence Layers.
One Platform.
Everything a foodservice field rep needs to find, prioritize, and close new accounts.
New Opening Detection
Continuously scans North American cities for new foodservice openings. Alerts reps the moment a new account appears in their territory — within days, not weeks.
Velocity Lead Scoring
Five-signal composite score: opening recency, velocity, cuisine volume, operator tier, price level. Surfaces Tier 1 accounts automatically.
Pipeline Enrichment
Website scraping, open data, and field rep verification build a proprietary database. Phone, email, owner names — enriched automatically.
Social Listening
Social media listening to find the hottest new restaurant openings. ICP strategy — find your product-customer fit and highest value accounts.
Field CRM
Distributor-aware pipeline, product tracking, parking-lot notes, follow-up dates. Salesforce sync ready.
Territory Map
Pins rendered instantly. Tap for account sidebar, tap-to-call, inline CRM updates. Route optimizer with live traffic.
Use Case
Same rep. Same territory.
Completely different results.
✗ Without FieldLead
- ✗Rep builds Monday call list from memory and a CRM last updated last quarter.
- ✗Drives past a restaurant that opened 6 weeks ago. Never knew it existed.
- ✗Calls in. Competitor was there in week two. Account is locked in.
- ✗Manager asks for pipeline update. Rep logs calls from memory.
- ✗25% of calls target accounts that closed or changed operator.
- ✗No system to surface which new openings need condiments or premium spirits.
✓ With FieldLead
- ✓Monday: FieldLead shows 4 new Tier 1 openings detected in territory this week.
- ✓First call is a modern bistro that opened 9 days ago. No supplier yet.
- ✓Rep taps the pin, opens Maps navigation, drives straight there.
- ✓Logs a visit note in 30 seconds from the parking lot.
- ✓Manager sees live pipeline. No Friday status report required.
- ✓Cuisine and signal filters surface ideal targets for each product line.
Intelligence Layer
Not a list. It's Strategy.
Five signals → one priority tier. Find the perfect Product-Customer fit. Fully customized for your portfolio.
Opening recency score
New restaurant openings add urgency weighting. The newer the opening, the higher the urgency to make first contact.
Velocity
Popularity of restaurant based on social interactions, reviews, traffic and reservations.
Cuisine volume index
Each cuisine weighted against purchasing volume. Burger, breakfast, pizza versus ethnic have different menu fit.
Price level modifier
Price point level adjusts volume score. Inexpensive and moderate dining scores higher. Fine dining receives a downward modifier.
Operator tier signal
Regional chain accounts receive a bonus — winning one opens conversations at group level. National chains tracked separately.
How It Works
From scan to closed account.
Four steps. Fully automated until the rep picks up the phone.
Scan
OpenStreetMap + Google Places API
Continuously scans every city for new food service openings. New place IDs trigger immediate Tier 1 alerts to the rep assigned to that territory.
Score
Five-signal composite score
Tier 1 accounts — new openings in high-volume cuisine categories with low review counts — surface automatically at the top of every rep's view.
Enrich
Social media, traffic data, open data sources
Instagram buzz, pedestrian traffic patterns, and Google review velocity surface accounts gaining momentum — enriched automatically without a rep touching it.
Act
Rep opens the map, taps a Tier 1 new opening
On the phone from the parking lot in 60 seconds. Note logged. Pipeline updated. Manager sees activity in real time.
Competitive
No purpose-built solution
exists for this motion.
| Feature | FieldLead |
|---|---|
| New Opening Alerts | ✓ |
| Territory Intelligence | ✓ |
| Composite Lead Scoring | ✓ |
| Contact Enrichment | ✓ |
| Field CRM | ✓ |
| Mobile-First | ✓ |
| Food Service Data Model | ✓ |
| Salesforce Sync | ✓ |
Salesforce: Built for software sales. No food service data model. No cuisine types, distributor relationships, or territory new-opening detection.
Datassential: Gold-standard food service data reporting after-the-fact. Not a field rep tool. No real-time new opening alerts. No mobile interface. No CRM.
Google Maps: No scoring, territory filtering, CRM, contact data, or new opening notification. The tool they resort to when nothing purpose-built exists.
Pricing
Simple, territory-based pricing.
Scale up as you expand. No per-seat surprises.
Food & Beverage Manufacturers
One Time Report
$10,000
/ Territory Report
- ✓1 State / Province
- ✓One-time list export with Chains & Operator data
- ✓Lead Scoring
- ✓Basic contact information
National Distributors & CPG
Enterprise
$35,000
/ year
- ✓Nationwide
- ✓Real-time opening detection
- ✓5-signal lead scoring
- ✓Contact enrichment
- ✓Category & cuisine filters
- ✓Team dashboard
- ✓Dedicated onboarding & hypercare
- ✓CRM integration
ConAgra, broadline distributors, large CPG
Max
$100,000+
/ year
- ✓Everything in Enterprise
- ✓Kanban pipeline & rep dashboard
- ✓AI Integration
- ✓Salesforce / HubSpot sync
Request a Demo
See it running on live data.
Canada-wide accounts, scored and mapped. No deck required.
What you'll see:
- ✓Canada-wide food service accounts on a live map
- ✓Tier 1 new openings flagged within 7 days of opening
- ✓Five-signal scoring engine in action — live priority tiers
- ✓Account sidebar: phone, cuisine, CRM status, tap-to-call
- ✓Rep dashboard and admin cost view
- ✓Chains and operator groups detected and mapped nationwide
POC Proof
100k+
Canada accounts
1,200+
Chains detected
40k+
With phone numbers
305
Automated tests