Introducing Choco Endless Aisle
Expand your warehouse & say yes to every order
US foodservice distributors can now offer tens of thousands of additional products on their Choco-powered e‑commerce storefront, without adding a single SKU to their warehouse. Endless Aisle routes orders to Dot Foods for fast, reliable fulfillment under your brand, backed by industry‑leading product data.
What is Choco Endless Aisle?
Choco Endless Aisle is an expansion of your existing Choco e-commerce storefront that makes Dot Foods’ assortments available to your customers. It allows US distributors to expand their digital shelf without expanding their warehouse.
Powered by Dot on Demand
This is powered by our exclusive partnership with Dot Foods — and their Dot on Demand service. Dot carries over 40,000 products from 1,500 manufacturers, supported by the most complete product data in the industry. They operates a network of 13 U.S. distribution centers with Dot Transportation, Inc., serving distributors in all 50 states and beyond. With over 60 years in business, Dot brings unmatched scale and reliability, while Choco delivers the digital storefront and e-commerce experience operators love.
Here’s the Flow
Think of Endless Aisle as a feature inside your Choco e-commerce setup. When your customers log in to your digital storefront (powered by Choco), the experience feels the same as always — your catalog, your branding, your storefront. The difference is that now, they can see an expansive Endless Aisle catalog right alongside your core assortment.
- Customers shop your way: Your storefront doesn’t change — your core catalog is still front and center.
- They access thousands more SKUs: Endless Aisle is clearly marked as part of your e-commerce storefront, giving operators a broader digital shelf.
- You stay in control: Choose which Endless Aisle items to show - all backed by Dot Foods' robust product data. Most distributors include the full catalog minus SKUs they already stock — keeping core products in the spotlight and increasing your gross margin.
- Dot Foods fulfills seamlessly: Orders from Endless Aisle are picked, packed, and shipped directly to your customers within just a few days.
For the distributor, it’s the same e-commerce system — just with a wider product universe. You keep the customer relationship and your brand presence, while unlocking new revenue with no added operational burden.
🎥 See it in action I recorded a short walkthrough of Endless Aisle to show exactly what the experience looks like for both distributors and operators.
Choco Endless Aisle, powered by Dot Foods, is live today in the US and ready to integrate into your e-commerce setup.
Turn no into yes
Around 15–20% of operator requests are for items a distributor doesn’t carry. Endless Aisle turns those “no’s” into “yes.”