Joe Stafford, Vice President of Sales for State Restaurant Equipment Co. 

Joe StaffordParts of seven decades. That’s how long Joe Stafford has worked in the hospitality industry. Stafford currently serves as the vice president of sales for State Restaurant Equipment Co. and has been with the Las Vegas-based foodservice equipment and supplies dealer for 27 years. Prior to that, he washed dishes, managed restaurants and worked as a chef. 

Q: How do you leverage your more than 25 years of experience as a restaurant operator to help your current customers? 

A: When I came to State, I didn’t have a meaningful understanding of what a distributor really did. What shaped my career was my understanding of my own kitchens. I had been an owner/operator, a bartender, a food server, and even a dishwasher. There was nothing in the restaurant I hadn’t done. That allowed me to have a real feel as a distributor for what the customers need. When dealing with food and beverage directors and executive chefs, I understand what they’re looking for — and on those times that I don’t, I am able to ask pointed questions to lead me there quickly. 

Q: Given that tabletop is an area of expertise for you, what’s one tabletop trend that excites you? 

A: I have a custom license plate that reads “Tabltop.” Tabletops are eclectic. The big trend in Las Vegas, as in many areas, is being “Instagrammable.” Back in 1996 and 1997, the process was more like “here’s what the manufacturers offer” and there was a need to offer full matching sets. Now, manufacturers ask chefs and food and beverage directors “What do you want?” and then we create that specific vibe and vision. We have the privilege of customization with some of the top manufacturers in the world, so designing a client’s china is probably my favorite thing to do. 

Q: Curating a tabletop is part art and part function, meaning you have the right products that will stand up to the wear and tear of a restaurant. How do you balance the two? 

A: It’s really a consultative approach. We ask our customers how many covers they do in a day and their hours of operation. That gives you a feel for how durable the tabletop items need to be. China comes with chip warranties and a good manufacturer stands behind its product. Durability is extremely important. This market isn’t like the restaurants in New York City with 75 seats. We have restaurants with 200, 225, 300 seats in Las Vegas so finding durable innovative solutions is really important. 

Q: You work with lots of high-profile restaurateurs, including celebrity-chef-driven concepts. What’s the key to earning and maintaining that kind of business? 

A: I think high-profile clients are drawn to the attentive personal service and expertise I bring to the table. Yet you don’t have to be considered a high-profile client to be deserving of that attention to detail. It’s the kind of service we provide, and we are proud to do it. What’s more, our 10,000-square-foot designer showroom gives the ability for them to see and touch the leading design product in real time. 

DSR 3-2-1

Joe Stafford, State Restaurant Equipment Co., sits down with Jason Wange, Foodservice Powerplant Network, to talk about being named an FE&S DSR of the Month. 

Find more episodes of DSR 3-2-1 here.

Foodservice Equipment & Supplies Presents DSR 3-2-1 is sponsored by Salvajor.