Congratulations to Aaron Neubauer of SGC FOODSERVICE, based in Springfield, Missouri, who has been awarded the highly acclaimed National AFDR DSR of the Month for March 2026, earning him a permanent place in the AFDR DSR Hall of Fame.
DSR Dave talks with AFDR’s March DSR of the Month, Aaron Neubauer from SGC Foodservice in Springfield, Missouri. Aaron serves the vibrant Branson area (about 40 miles south of the SGC warehouse). He lives centrally (~10-12 miles from the warehouse, 25-30 minutes from Branson), having previously lived in Branson early in his career. Aaron’s territory focuses on a mix of restaurants, including many in the entertainment and tourism-driven market.
This month’s winner began in foodservice waiting tables at a busy independent steakhouse in Branson after moving from St. Louis in 1995. He loved the industry and advanced to kitchen manager, assistant GM, and GM over ~16 years total.
While buying as an operator, Aaron built strong relationships with SGC, his primary supplier, ~80-85% of purchases. In 2011 after ownership changes at his restaurant, he transitioned to a DSR role with SGC and has stayed ever since, appreciating the stability and family feel.
SGC stood out as a supplier to Neubauer because of their consistent, low turnover in reps (only two over many years—no revolving door for him as an operator). He appreciated their proactive care: stocking key items, community buys, regular check-ins from DSMs and even VP of sales, food show engagement, and reps/managers eating at the restaurant. This all made the operation feel like family—highlighting that foodservice is a relationship business.
Surprises & Lessons Moving to the Distributor side:
When Aaron moved from the restaurant side to the distributor side, he quickly realized how much he didn’t know about what happened after the restaurant’s back door. Many operators only see the order arriving on the truck, but they don’t see or understand the full system behind it.
Aaron was shocked at how little culinary programs teach about actually running a profitable kitchen/business (focus often on plate presentation over operations).
Learning curve on:
- Buyers sourcing products
- warehouse teams picking orders
- routing departments planning deliveries
- credit managers monitoring accounts
- brokers and manufacturers supporting the supply chain
Understanding this entire ecosystem is critical for a DSR to succeed. Aaron also learned something many new sales reps discover quickly:
A DSR is not just a salesperson — they are also a money collector, problem solver, and internal coordinator.
Managing accounts receivable and having tough conversations about payments is a major part of the job that many new reps never expect.
Proper Training Essential:
DSR Dave and Aaron both agreed strong training is crucial—many new DSRs leave early due to sink-or-swim starts. They believe working/shadowing with customer service, routing, drivers, warehouse teams, and accounting are beneficial – – seeing the entire system – – to helping a DSR better serve operators and work more effectively within their own company. Aaron says SGC does a great job with training and ongoing learning opportunities.
Early in his career as a DSR, Aaron realized he did not enjoy competing over pennies and nickels on commodity items. Instead, he found his real value in helping operators improve their businesses. Rather than simply selling products, he focuses on:
- Helping operators select the right products for their menus
- Offering operational suggestions
- sharing industry knowledge
- becoming a trusted advisor
This mindset transforms the DSR role from order taker to business consultant for independent operators.
Great Discussion about “Top Selling Items” Strategy:
DSR Dave shared his early “trial by fire” (driving deliveries on day one) and a pivotal moment: learning to prioritize the company’s top-selling items by case volume. A company report revealed that around 200 items out of thousands accounted for the majority of total distributor sales. The 80/20 rule — of focusing on high-velocity staples which are the most commonly sold items for your distributor, such as ground beef, bacon, medium eggs, and 35-pound frying shortening that are always in stock and fit many menus.
Upon focusing on his top 200 by cases sold:
- fill rates improved
- products were almost always in stock
- will-calls decreased
- sales volume increased dramatically
DSRs are Not Going Away because of Technology:
Technology and online ordering systems may change how orders are placed, but the relationships between operators and DSRs remain the foundation of long-term business.
Operators still need help with:
- menu decisions
- product selection
- supply chain challenges
- business strategy
- industry insight
Technology can process orders, but it cannot replace the value of a trusted advisor helping an operator succeed.
Be more than an order-taker—be a consultant and partner. Relationships, proactive service, and focusing on the items/cases that move the most win long-term.
Be a Resource and SELL SOMETHING!!
