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Parlay Supplier Onboards and Implements Custom SKU
When PENN Entertainment, Inc needed a custom SKU for Giada De Laurentiis‘ restaurant in their newly opened Joliet location, the Parlay team had the perfect solution.
They connected Penn Gaming with Poppie’s Dough, a supplier that goes the extra mile for their partners.
3
Custom Cookie Dough Recipes
3
Months to Create and Implement
4%
Rebates Captured Through Parlay
5.5K
Cookies Sold in First Month
At a Glance
The
Member
Penn Entertainment is a national casino group with 43 locations across the U.S. They’re a valuable long-term Parlay Member.
The
Challenge
When issuing gaming licenses, many states require that casino operators submit a strategic plan for certified local and diverse vendors. Penn Entertainment approached the Foodbuy Account Manager with a request for a customized product for a celebrity-chef restaurant concept at two new locations.
The
Solution
Account Management chose from Foodbuy’s considerable catalog of certified local and diverse vendors. Poppie’s Dough of Illinois quickly created samples of the celebrity-chef recipe and offered packaging and distribution support. Foodbuy suppliers offer nimble and customized solutions with superior products and delivery.
The
Results
Penn Entertainment chose Poppie’s Dough as the perfect supplier for a customized product while increasing spend with diverse and local businesses. This solution adds value to the required strategic plan for Penn Gaming while meeting a quick timeline for a custom product.
Penn Gaming needed more than just a bakery supplier. They needed a partner who could:
- Move quickly to complete this project
- Adapt to the casino industry’s evolving needs
- Help them meet state requirements for diverse spend
As they prepared to launch two new casino properties in Illinois, including a high-profile location that opened in August 2025, their culinary team was looking for a supplier who could create custom products for their in-house restaurants, including proprietary cookies for a concept for celebrity Chef Giada De Laurentiis.
The challenge was finding a vendor who could check all the boxes: a certified local and diverse vendor, regional, contract-ready, and flexible enough to meet tight deadlines and strict confidentiality requirements. Many suppliers were too rigid or too slow to meet the demands of this opportunity. Penn’s procurement team needed a partner who would not only say yes, but make it happen.
Thanks to a recent RFP for another Foodbuy Hospitality Member, Penn’s Parlay Account Manager was able to recommend Poppies, a nimble, certified local and diverse vendor with the flexibility to meet Penn’s demands.
The Parlay team curated the entire process, supporting contracting, packaging, distribution, and communication. Poppies proved to be an ideal partner: highly responsive, easy to work with, and capable of tailoring products to Penn’s exact vision.
A sample was sent to the team for Chef De Laurentiis’s concept, and the cookie is expected to appear on the menu when the Joliet location opens in August. Though the estimated volume is not finalized, the product will be featured in-restaurant.
The executive chef at Penn led the collaboration, and the onboarding timeline was impressively short. The process took three months from first conversation on April 3rd to completion.
The collaboration between Penn and Poppies represents a model for fast, flexible, and compliant supplier onboarding. The new cookie is part part of Penn’s culinary offerings at their new Joliet location, aligning with Illinois’ 23% diverse spend requirement and supporting Penn’s commitment to local, diverse suppliers.
The streamlined process demonstrates how Parlay can help Members meet state mandates while delivering premium culinary experiences. As Penn expands, this model may be replicated in other states with similar regulations. The project reinforces Parlay’s ability to connect Members with innovative, nimble partners who satisfy the complex needs of the gaming channel.