Beverage Contract Negotiation Experts
The largest beverage consulting company in North America – specializing in optimizing and securing the strongest beverage contracts for diverse clients across multiple market segments since 2007.
By the Numbers
Hiller & Associates has no ties to suppliers, buying groups, or co-ops. They work only for their clients, using their years of experience at Coca-Cola and PepsiCo to bring daily industry intelligence and expert advocates to the client negotiation process.
Successful
Contract
Negotiations
Combined
Deal Value
Combined
Years Beverage Experience
Years in
Business
Hiller & Associates
The Team
George Hiller
Founder & CEO
Beverage Experience
PepsiCo Foodservice Division – 20 years; Hiller & Associates – 20 years
- Procter & Gamble Fast Track Management Program
- Market Vision & Restaurant Finance Conference Industry Speaker (multiple times at each conference)
- 2025 Alumni of the Year – University of Iowa Tippie College of Business
- Adjunct Professor: University of Iowa & University of Cincinnati
Steven Parise
Sr. VP, Business Development
Beverage Experience
PepsiCo Foodservice Division – 35 years; Hiller & Associates – 4 years
- Director of Partnership Development, PepsiCo
- Director of Restaurants – Great Lakes & Northeast
- Senior National Account Director
- PA Restaurant & Lodging Association Board of Directors
- NRA Hospitality Industry Mentor
Laurie Dearing
Vice President
Beverage Experience
The Coca-Cola Company –
Foodservice Sales & Finance – 29 years
- Senior Finance Director, Foodservice Customer Agreements
- Senior Sales Executive, National Foodservice Customers
- Advanced Negotiation Certification
- Foodservice Customer Agreement Training & Development Director
- Member, Women’s Foodservice Forum
Hiller & Associates
Offering Solutions
Hiller & Associates operates autonomously without any ties to the beverage companies, co-ops or buying groups. We are agnostic, trusted by all beverage companies, and will always act in the best interest of our client partners. We are here to deliver the best beverage agreement we can based on your needs.
Challenge
Clients negotiate soft drink agreements every 5-10 years while the beverage companies negotiate new agreements every day, giving them a significant advantage during the negotiation.
Solution
Hiller & Associates levels the playing field because we negotiate with the beverage companies daily and we know what the beverage companies don’t want you, their customers/our clients, to know about the negotiation process.
Challenge
Clients are unable to know with certainty that the total deal value they are offered reflects a true fair market value+status.
Solution
Hiller & Associates provides ‘insurance’ based on our knowledge of the beverage industry, comparable deals, and history working with the beverage companies plus your satisfaction is guaranteed in our compensation structure.
Hiller & Associates
Expert-Led Process - Beginning to End
Hiller & Associates
Client Partner Testimonials
Below are a few examples of what our client partners are saying about working with Hiller & Associates and the value gained during their negotiation initiative.
“I wanted to let you know that, in conjunction with our leadership and our franchisee’s, we have again elected to engage Hiller and Associates to assist us with the beverage agreement negotiations. There is immense trust in confidence in George & Steve and their approach and feel that their involvement will help get us to a mutually beneficial agreement.”
Dean Gordon
SVP Supply Chain, Jack in-the-Box
“Thanks George. We’ve executed both contracts. You were a huge help in the process and got us to a great outcome that wouldn’t have been possible without you. I’ll let you know when our next set of contracts come up but, in the meantime, please feel free to use me as a reference.”
Chris Held
Chief Supply Officer, Inspire Brands
(Arby’s, BWW’s, Dunkin, Jimmy John’s, Sonic)
“Worth every penny! I really appreciate your partnership and guidance on this project George. If you need a reference or testimonial or whatever else we can do to help, we’d be happy to do so. Thank you, sir!”
Jonathan Ehrhart
Chief Financial Officer, Bar Louie
“I highly recommend Hiller & Associates as your expert advisor on Cola contracts. Our team was able to leverage George and Steve with an amazing outcome for our business for years to come. They were always super responsive, collaborative, and professional through a very long and complicated process that included many departments at MOD and our supplier partners. Thank you, Hiller & Associates, for setting up MOD with compelling multi-year contracts and engaging with all sides with superb professionalism.”
Stacy Egan
Director Of Supply Chain, MOD Pizza
“I want to thank you for the excellent results we received with our new Pepsi agreement. Your knowledge and experience certainly benefited us, and we will benefit from the increased funding, new fountain equipment, and marketing support for years to come. The results of your negotiations truly exceeded my expectations. Thank you for your partnership!”
J. David Karam
Chairman & CEO, Sbarro Pizza
“We appreciate of your guidance, support, and work on our behalf and are grateful that we partnered with you again for our beverage contract negotiations.”
Kelley Crawford
VP Supply Chain, Pizza Ranch
Hiller & Associates
Next Steps
Your contract represents an opportunity – but it’s important to have the right preparation and expertise to support you during the process. Hiller & Associates is here to provide that preparation and expertise!
#1
Hiller & Associates introductory call to understand your current situation and discuss your negotiation goals.
#2
Hiller & Associates will review your current agreement and provide a confidential preliminary assessment.
#3
Align on the scope of work and execute a consulting agreement with Hiller & Associates.
#4
Hiller & Associates assumes ownership of the negotiation process and begins working directly with the beverage companies.
Get in Touch
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