// Food distributors · Order entry
Orders from texts, voicemails and photos, drafted against each customer's order guide.
A chef texts your sales rep after the last ticket. A nursing home leaves a voicemail. A line cook sends a photo of a list. In a free AI proof of concept, AI drafts those orders from copies of 20 to 30 your team already keyed, and your reviewer, the person who knows your order desk best, compares every line. Nothing reaches your ERP or your customers.
- Orders redone
- 20 to 30 from your history
- Replies to customers
- None
- Before any message
- An NDA
// The one job
From a message to a sales order on the right truck
Today an order arrives wherever the customer happens to send it: a text thread with their distributor sales rep, or DSR, the after-hours order line, a photo, an email forwarded by a kitchen manager. Someone reads it against that customer's order guide, works out which item and pack each word means, checks the delivery day, and keys the order before the cutoff.
For the test, AI reads copies of those messages and drafts each sales order with your item numbers, packs, quantities and delivery date. Your reviewer lays each draft next to what your team keyed. Lines the draft couldn't settle carry a note saying why, for a person to decide.
for your reviewer
// The hard parts
What a food order desk knows that a text doesn't say
"The usual" means their guide. Texts lean on history: same as Tuesday, two fries, one ranch, double the eggs. The customer's order guide, the short list of items and packs that kitchen buys, is what turns "ranch" into one dressing out of every dressing you stock. NECS lists order guides among Entrée's features. The draft matches against the guide first, then the account's order history, and only then your full item file, and it says which one it used.
Pack and size are part of the item. Foodservice items are named by pack and size. 6/#10 is six No. 10 cans, the six-to-a-case size USDA's Food Buying Guide lists as institutional for fruits and vegetables, and 4/1 gal is four one-gallon containers. "Tomatoes" on a text could mean a case of canned or a case of fresh, and only this kitchen's guide says which. A request for less than a full case becomes a split line, and US Foods' published policy, for one, adds a fee for selling below the manufacturer's standard container. The draft keeps a split a split and never rounds it up to a case.
Catch weight lines are ordered in cases and billed by the pound. Chicken, cheese, steaks and seafood often ship as random-weight cases. In Microsoft's documentation for Dynamics 365 Supply Chain Management, such items are picked and shipped in a catch weight unit, such as a box, invoiced in the weighed unit, and given a range per box: its example is a 10-pound bag of shrimp that always weighs between 9.8 and 10.2 pounds. The weight is captured at picking, and a case's GS1-128 label can carry it in pounds. The draft orders cases and leaves weight to your warehouse, and a text asking for 20 pounds of brisket is marked, because someone has to decide how many cases that is.
A late order is a different truck. US Foods' customer policy assigns specific delivery days to each customer location, and houses set an order cutoff for each run. The draft dates each order for the account's next delivery day after the message arrived and flags one that missed the cutoff, so a person decides whether to squeeze it onto a route already built in Roadnet or another routing tool. It never moves a stop.
Some substitutions aren't swaps. Entrée also lists substitutions and backorders, because an out-of-stock line turns into a call. A hospital or senior living kitchen orders thickened drinks by IDDSI level, from Level 0, thin, to Level 4, extremely thick, and one hospital's notice to staff maps the old words onto the new levels: nectar to Level 2, honey to Level 3. A school buys processed items for their CN label, whose meal pattern contribution statement is how the item credits toward school meal rules, so a look-alike without one won't do. The draft never picks a substitute; it marks the line.
// What you send
Copies from your order desk and your DSRs
20 to 30 orders, as they arrived
Screenshots of text threads, voicemail recordings or transcripts, photos and emails, each paired with the sales order your team keyed from it. Include the after-hours ones.
Order guides for those accounts
The guide or standard order for each customer in the sample, exported with your item numbers, packs and sizes, and recent order history if the guide is thin.
Route days and house rules
Each account's delivery days and your cutoff times, plus any no-substitution accounts, split-case rules and diet or school items that must ship as ordered. A one-page list is fine.
Copies only, NDA first
We never sign in to your ERP, your phones or your routing tool, and nothing moves before the NDA. If messages can't leave, your reviewer helps us mock up look-alikes with the same shorthand.
// Before it starts
Settled before the first message moves
These are set with the owner before any order is shared.
- Your reviewer
- The owner's choice: often the night order desk lead, or the DSR with the busiest text threads
- Success criteria
- Written and agreed: items, packs, quantities, delivery day, and how splits and subs are scored
- Sample
- Your reviewer's choice, with voicemails, photos and late orders in it
- Off limits
- Replies to customers, ERP entry and route changes
- Price
- A range for running orders live
- NDA
- Signed before any message is shared
// How it's judged
Your keyed orders against the drafts, line for line
| On the same 20 to 30 orders | What your team keyed | The AI draft |
|---|---|---|
| Account and ship-to, found from a phone number or a first name | Filled from your orders | Filled from your orders |
| Each word matched to an item on that customer's guide | Filled from your orders | Filled from your orders |
| Pack and size right, with full cases and splits kept apart | Filled from your orders | Filled from your orders |
| Catch weight lines ordered in cases, weight left to picking | Filled from your orders | Filled from your orders |
| Delivery day set from when the message arrived and the cutoff | Filled from your orders | Filled from your orders |
| No-sub accounts, IDDSI drinks and CN-labeled items left as ordered | Filled from your orders | Filled from your orders |
| Lines handed to a person, and the reason given | Filled from your orders | Filled from your orders |
// After a yes
About 30 days on tonight's messages
If your reviewer says yes against the success criteria, new messages start going through the same drafting for about 30 days.
Nothing posts until someone on your order desk approves the draft. Customers hear only from your team, and every marked line stays with a person.
The next job gets its own decision and its own price.
// What could come next
Possible next jobs, ranked
- 01Next
Credits at the door
Cases the driver marked short or the kitchen refused, drafted as credit memos for your credit desk to approve.
- 02Then
Short-ship notes for DSRs
Tomorrow's short lines listed by account with the substitute your team usually sends, so each DSR can call ahead.
- 03After that
Order guide cleanup
Discontinued items still on customers' guides, each with a proposed replacement for the DSR to confirm.
- 04Also open
Deviated pricing billbacks
Contract sales at a manufacturer's deviated cost, drafted as billback lines for your claims analyst.
// One hard limit
It never answers a customer or keys an order.
The proof of concept reads copies and writes drafts to a review sheet. It sends no text, returns no call, confirms nothing to a chef, enters nothing in your ERP and moves no stop on a route. In a live run, a person on your team approves each order before it posts.
Priced per job: you get a range before the proof of concept and a fixed price before you sign.
What sets the range: how many orders a month your team keys by hand, how they arrive, and how many lines a typical order carries.
// Questions
Order desk questions from food distributors
Can it read voicemails?
Our DSRs take orders on their own phones. How do we share those?
How does it handle catch weight items?
Will it substitute when we are out of something?

Rob Eason, founder
// Book a call with Rob
Bring last night's order texts.
Rob takes 30 minutes to learn three things: your company and your part in it, which orders you'd want tested, and about how many a month your team keys from texts, calls and email. Please hold every message until the NDA is signed.
- Co-owned a 60-employee financial services firm and sold his share to his partner.
- Ran GOSO Technologies, a Boston solar company rated 5/5 across 24 Google reviews.
- 5/5 across 83 reviews in HighLevel's Certified Admin Directory.
- 4.3/5 from 6 Google reviews of Massmarket AI.
- Every directory and Google review, critical ones included, is shown word for word at massmarket.ai/reviews.
- Takes every proof-of-concept call himself.
