Monday, May 20th, 2019 - Complexica

Complexica Pty Ltd, a leading provider of Artificial Intelligence software for optimising sales, marketing, & supply chain decisions, announced today that it has signed a contract with PFD Food Services for the deployment of its AI-driven software to automate and optimise in-field sales activities. Under the contract, PFD Food Services will deploy Complexica’s Touchless CRM, Customer Opportunity Profiler (COP) and Order Management System (OMS), which are all powered by Complexica’s award-winning Artificial Intelligence engine, Larry, the Digital Analyst®. The cloud-based applications will be deployed as an integrated platform to assist PFD’s in-field sales team across the entire sales process – from call planning and visiting customers, through to in-field quoting & ordering and the recording of customer information.

“After evaluating a number of software systems available in the marketplace, we have ultimately selected Complexica for sales force automation and CRM,” said Kerry Smith, CEO of PFD Food Services. “Given our extensive product range and long tail of hospitality customers, Complexica’s applications are best suited to deal with this inherent complexity without burdening our team with endless data entry. We look forward to deploying Complexica’s software to help us provide customers with maximum value and service.”

PFD Food Services is Australia's largest privately-owned food services company, distributing food products and related consumables to restaurants, hotels, and commercial kitchens throughout the country. With more than 3000 employees, 70 strategically located warehouses, and annual turnover of approximately AUD $2.0 billion, PFD Food Services distribution network services the entire Australian population. For more information about PFD Food Services, please visit:

“PFD Food Services is a highly-valued strategic customer of Complexica, and we’re delighted to expand our relationship into the CRM space,” said Matt Michalewicz, CEO of Complexica. “Our cloud-based applications will serve as a key platform for sales staff to optimise their daily activities, personalise interactions with customers, and analyse data to generate actionable insights. We look forward to contributing to the continued growth and success of PFD Food Services with this project and beyond.”


Contact Profile


Complexica is a leading provider of Artificial Intelligence software applications that can optimise sales, marketing, and supply chain decisions, particularly for manufacturers, distributors, and retailers characterised by a large SKU range and long tail of customers.  We were founded upon the research of several world-renowned computer scientists, and have commercialised an award-winning Artificial Intelligence platform called Larry, the Digital Analyst® which powers our enterprise software applicationsFor more information about Complexica, please visit:

Matthew Michalewicz
P: 0422813898


$2 billion Food Services Company Standardizes on Complexica's Artificial Intelligence Software




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