Route Sales Representative (RSR)

Company Overview

Headquartered in Glen Mills, Pennsylvania, New Carbon Company dba Golden Waffles is the largest supplier of waffle irons and waffle mix to the hospitality and foodservice industry. The Company provides a comprehensive turnkey waffle program consisting of mixes, toppings, and flavorings along with waffle iron equipment and related maintenance to over 40,000 customer locations throughout North America and the rest of the world. The Company's renowned irons and mixes have been used in leading restaurants, hotels, colleges, corporate environments, and theme parks for over 85 years.

As a complete B2B2C solution provider for the waffle category, the Company enables customers the ability to offer their guests a consistently high-quality, delicious product at high margins without the typical obstacles associated with serving waffles. Golden Waffles’ well-established geographic footprint provides coast to coast coverage in the U.S. and a global distribution partner network that can service customers across the U.S. and in ~45 countries.

Golden Waffles employs ~270 associates with a geographically dispersed route delivery team of ~115. Over 80 distribution centers are located across the United States along with a waffle iron manufacturing and refurbishment center in South Bend, Indiana to ensure prompt distribution to all customers. 

Job Summary

Route Sales Representatives at Golden Waffles are the face of our brand, delivering high-quality waffle products directly to our valued customers. This position plays a crucial role in driving sales growth by managing an assigned route, building strong customer relationships, and expanding our presence within the assigned territory. This position requires a motivated, self-starting individual who thrives in a fast-paced environment and enjoys both sales and logistics.

Want to see what the role is really like? Take a quick look at the video below to get a behind-the-scenes feel for life on the Golden Waffles route team!

It’s the best way to get a taste of the day-to-day (and yes, waffles are involved!).

A Day in the Life of a Route Sales Representative.

Essential Duties and Responsibilities

Sales & Customer Growth:

1. Develop and maintain strong relationships with existing customers to increase product sales and order consistency.
2. Identify and secure new business opportunities within the assigned territory to expand market share.
3. Promote new products and upsell additional offerings to maximize revenue per customer.
4. Execute strategic sales plans to meet and exceed monthly, quarterly, and annual sales targets.
5. Educate customers on product offerings, pricing, promotions, and merchandising strategies to optimize sales potential.

Route & Territory Management:

1. Efficiently manage a designated sales route, ensuring all customers receive timely deliveries and exceptional service.
2. Plan and execute route schedules to optimize time, fuel efficiency, and sales opportunities.
3. Monitor inventory levels, track sales performance, and place accurate product orders to meet customer demand.
4. Utilize company tools and technology to track sales performance, order status, and customer insights.
5. Maintain up-to-date knowledge of market trends and competitor activities within the assigned territory.

Operations & Compliance:

1. Load, transport, and deliver products safely while complying with all DOT (Department of Transportation) and company driving regulations.
2. Ensure proper handling and storage of products to maintain freshness and quality.
3. Adhere to company policies, safety procedures, and compliance guidelines, including vehicle maintenance and sanitation standards.
4. Complete all necessary reports, invoices, and documentation accurately and on time.

Position Requirements

Required Experience/Education

1. High School Diploma or GED
2. Proven experience in sales, route management, or a related field (foodservice or CPG industry preferred).
3. Valid driver’s license with a clean driving record; CDL may be required for certain routes.
4. Maintain DOT credentials including DOT certification and drug testing compliance.
5. Ability to lift a minimum of 50 lbs.
6. Physical ability to load/unload products and work in a fast-paced environment.

Required Skills

1. Strong customer service and relationship-building skills with a consultative sales approach.
2. Ability to work independently and efficiently manage time while meeting sales goals.
3. Ability to operate a handheld device for processing orders
4. Excellent communication and problem-solving skills.
5. Independent spirit and able to work without direct supervision
6. Ability to meet deadlines and ensure timely deliveries
7. Eye for detail and ensure the quality of products sold