Foodservice Cateys 2023: Salesperson of the Year – Tom Crocker, Aramark

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After working his way up to director of sales and operations at Peyton events, Tom Crocker joined Aramark in 2017 as a business development director with a brief to develop new partnerships with workplace dining clients. Since then his role has expanded to include both retail and visitor attractions and, in recognition of his success, he was promoted to business development and innovation director in April 2023.

Crocker's consultative approach has won him many fans in the Aramark business. He is credited with exceptional communication skills, both written and verbal, creativity in working with design partners to develop dining spaces, and he plays a big part in the design of tender submission documents.

This approach has paid off in producing exceptional sales figures. Crocker's drive and tenacity has resulted in him ranking in second position for new business wins across the entire international portfolio of Aramark. He has delivered triple his annual sales target of new business for the year so far with a conversion rate of 80% against an industry standard of around 33%.

Crocker's client-focused approach saw him win the Entrepreneurial Spirit Award in the Aramark annual award ceremony last November, as well as the international ‘40 under 40' prize.

Alongside his sales success, Crocker has been involved in wider initiatives across the business. A champion for the support of the LGBTQ+ community, three years ago he approached the Aramark senior leadership team with a request to set up a Northern Europe hub of its global employee resource group, Aramark Pride. Crocker was appointed chair, a role he still holds today, and quickly set up a cross-departmental committee. Under his leadership, Aramark Pride has seen huge growth, with a 275% increase in membership over the past 12 months, and partnered with charity Stonewall. It now delivers LGBTQ+ inclusion workshops for the entire Northern Europe leadership team, has installed Aramark Pride communication boards, and created a ‘Trans Inclusion in the Workplace' training module.

Aramark UK sales director Amanda Ciraulo, the 2022 winner of the Salesperson of the Year Foodservice Catey, said: "Tom is the most driven salesperson I've met in my career. His drive comes from his insatiable appetite for success. This drive for perfection means long days, hard graft and sometimes difficult conversations, and Tom takes all of this in his stride and delivers industry-leading tender submissions and presentations, every time."

What the judges said

"Tom stood head and shoulders above the competition this year due to his impressive results, his innovative approach to creating new partnerships and initiatives as well as his commitment to support diverse communities beyond his day job." Phil Roker

The shortlist

Tom Crocker Aramark

Matt Nicholas Cleverchefs

Past winners

2022 Amanda Ciraulo, Aramark

2021 Natalie Mainwaring, BaxterStorey

2019 Sarah Prentice, Blue Apple Contract Catering

2018 Eddie Fairish, Aramark

2017 Duncan Kendall, Restaurant Associates

2016 Simon Houston, Bartlett Mitchell

2015 Chris Chidley, Eurest

2014 Lucy Wright, Kings Place Events

2013 Jonathan Davies, Centerplate UK (formerly Lindley Group)