OUR VISION
We know that adding value to our partnership with customers is never a “one size fits all” and it is for this reason we offer a wide range of services to support our customers’ growth, tailored through our after-sales services ranging from solution demonstrations, menu engineering & development, product yield trainings and know-how expertise transfer.

Here we listen to, and just like consumers, inspire our customers’ menus, what our customers tell us drives our innovation of new products, ranges and concepts. Our product offerings provide the ultimate choice of our branded products and own brand ranges, all at great value.

As we know that a ‘second-to-none’ service is one of the most critical elements for customers to run their businesses effectively; we strive to be timely, accurate and correct in deliveries, underpinned by a friendly and knowledgeable customer service teams, account managers, beverage specialists, baristas and chefs.

At Al Diyafa we take great pride in our partnerships with customers and aim to provide a seamless service, allowing customers the reassurance that once an order is placed, it’s a job done.

Based on the above pillars, our proposition has our customers at heart. And from there, we derive our aspired vision ‘Is to be and always be your leading foodservice partner’.
OUR MISSION
OUR VALUES
OUR PEOPLE
A key ingredient in our recipe for success!

Al Diyafa is a family made up of a diverse group of people. Logistics operatives, warehouse operatives, supply chain management, marketing experts, sales execs, account managers, skillful chefs, talented beverage specialists & baristas – the list is endless and keeps on growing.

Our people have been in this industry for decades, and have perfected the recipe for business success, identifying five key ingredients that our customers demand from their preferred foodservice supplier. From delivering service excellence and providing great food choices, to offering real value, being forward thinking and employing the best team, these ingredients are the bedrock of our business and we make use of them daily.
Bidfood is an international broad-line foodservice group, listed on the JSE, South Africa, and present in developed and developing economies in five continents.

Focused on foodservice, the business comprises a mix of well-established leading and rapidly growing market positions, offering significant future upside. The profile of the customer base is strategically targeted to fully service the foodservice industry’s needs.

The achievement of a good performance track record is a result of strong organic and acquisitive growth, positive market fundamentals and the advantages of shared operational best practice, network density, deep local customer and supplier relationships, effective world-wide procurement and a successful model of decentralized management.
The greatest strength in our food group is our diversity which is reflected by a comprehensive product offering, range development, logistical capability, market penetration and technology.

Our success is driven by people.

Our people are empowered at a local level to use their initiative to deliver the required results. Core to that is the ability to serve our customers, with understanding, in a relationship of equals. Equally important to us is the development of people in our business by providing opportunities for personal growth.

A value-add mind-set is a proactive approach delivering a direct benefit to customers.

We service a wide mix of small, medium and large customers with tailor made solutions fit for the outlets purpose. Our teams strive; to understand every market segment that they operate in; stay close to customers; and anticipate their requirements. We continually look for areas where we can add value and deepen our relationships with customers.

Local teams running very manageable, very nimble operations are well placed to achieve continued growth.

The Bidfood model is built on the concept of ownership by independent teams who decide day-by-day what is best for the business. Local autonomy accelerates decision making and leverages local knowledge.

Enhancing our customer’s reputation.

Partnering with responsible supply partners allows us to bring a broad range of product solutions to suit our customer’s needs. Sustainability and food safety are major themes in our businesses where our adherence to industry regulations helps mitigate risk for our customers.

The ability to trade 24/7 (Coming Soon in Saudi Arabia...)

E-commerce is an important part of this modern infrastructure and constantly evolving, with experiences and know-how shared through the group with the objective of enhancing customers’ service experiences. In several markets, Bidfood is a leader in e-commerce and investment is ongoing Innovation.

The foodservice business has elements of commoditization however great strides have been made by teams developing product, menu and delivery solutions based on collaboration and fully understanding their customer’s needs. Once again allowing us to live up to our reputation of delivering smart solutions from a responsive foodservice partner. Be our success partner...