Coditos runs lean self-distribution across 225 stores with SimplyDepo

Company Overview

Coditos is a Miami-based CPG snack brand, launched about two years ago, that turned a traditional Cuban recipe—fried macaroni—into a packaged snack product. The brand created a new snack category in the U.S. market, with no direct competitors selling a comparable product.

Coditos sells in roughly 225 retail locations across South Florida and Orlando, including Latin grocery chains such as Sedano’s, Presidente, and Navarro, alongside CVS, Bravo, Key Food, gas stations, and convenience stores.

Coditos is self-distributed by a five-person team using a direct store delivery (DSD) model: the same small crew plans daily routes, visits stores, places product on shelves, writes invoices, and tracks sales. SimplyDepo is the field sales and distribution software Coditos runs that entire operation on.

The Challenge

Coditos’ challenge wasn’t demand—the product was landing on shelves quickly across South Florida. The challenge was operating direct store delivery to a growing network of 225 stores with a five-person team and no software system behind it.

Before SimplyDepo, Coditos ran distribution manually:

• Paper-Based Operations – Coditos tracked invoicing, orders, and reporting on paper and through manual data entry
• Memory-Driven Routes – The five-person team relied on memory, with no sales route planning system to track which stores to visit or when each was last serviced
• No Store-Level History – Coditos had no structured record of past visits, orders, shelf placement, or in-store conditions
• Untracked Receivables – Identifying which retail accounts owed money required manually piecing together paper records
• Founder Time Drain – Coditos’ team spent hours on administrative tracking instead of selling, marketing, and opening new retail accounts

For a startup building a brand-new snack category, every hour spent on manual admin was an hour not spent growing the Coditos brand.

The Solution

Coditos found SimplyDepo through Startup CPG, a community network of emerging CPG brands. When the Coditos team asked the community for software to build delivery routes and handle invoicing, SimplyDepo came recommended. After a few product demos, SimplyDepo proved to be a fit for a self-distributing startup that needed practical field sales software, not a heavyweight enterprise CRM.

“We use the app every day—for route planning, to route the distribution, to create invoicing, and to do some reporting. It’s kind of like our backbone right now.”

— Alejandro Gutierrez, Coditos

Daily Route Planning & Self-Distribution

• Coditos plans delivery routes every day in SimplyDepo’s route management software, so the team always knows which of its 225 stores to visit
• Nearest-store visibility lets Coditos route efficiently from its warehouse or the rep’s current location
• Every store visit is logged in SimplyDepo, building a complete service history across all 225 accounts

Mobile Ordering & Invoicing

• Coditos creates orders and invoices directly in SimplyDepo during store visits, using built-in B2B order management
• Coditos enters every invoice the same day, replacing its previous paper-based invoicing process
• SimplyDepo shows receivables by individual account, so Coditos can see which stores have paid and which still owe

Store-Level Visit History & Merchandising

• SimplyDepo tracks the last visit date and last order date for every Coditos retail account
• Reps log notes and photos of product placement and shelf conditions for consistent retail execution
• Store-level history lets Coditos tailor service to what each individual account needs

Reporting & Sales Tracking

• Coditos tracks daily sales across its full account base using SimplyDepo’s sales analytics
• Coditos generates on-demand reports by store and by account
• SimplyDepo replaced Coditos’ manual paperwork with mostly automated reporting workflows

“It was very different when we started without SimplyDepo, because everything was manual—a lot of paperwork, a lot of tracking manually, just remembering. Since we introduced SimplyDepo, it has created a lot of efficiency in our work because we have everything on our hands.”

— Alejandro Gutierrez, Coditos

With SimplyDepo handling daily route execution, invoicing, and reporting, Coditos runs a five-person distribution operation that services 225 retail locations without adding headcount or relying on paperwork.

Summary Metrics

Here’s how Coditos’ distribution operations changed after adopting SimplyDepo:

“It has fundamentally changed our company and has allowed us to concentrate and focus our efforts on other things, because we know SimplyDepo is working for what we need.”

— Alejandro Gutierrez, Coditos

Why It Works

SimplyDepo works for Coditos because it’s built for teams whose business happens inside stores, not in email threads. Unlike traditional CRMs for field sales built around emails and call logs, a self-distributing CPG startup like Coditos depends on route discipline, store-level account knowledge, and same-day invoicing—and SimplyDepo combines all three in one mobile app.

Because SimplyDepo shows Coditos when each store was last visited, what was last ordered, and how the product was placed on the shelf, the five-person team can tailor service to what each individual account needs—a level of per-store attention that’s normally hard to sustain across 225 locations without distribution management software doing the tracking.

More Than Software: A Partner That Listens

As a startup itself, SimplyDepo gives Coditos something larger software vendors typically can’t: direct access to the people who build the product. John, SimplyDepo’s co-founder, personally onboarded the Coditos team, and Coditos found the learning curve easy from day one.

“John is immediately on top of everything. He asks for feedback, and we can propose things that we feel would be useful for the platform. He listens. That’s good for us.”

— Alejandro Gutierrez, Coditos

That two-way feedback loop means Coditos isn’t just using SimplyDepo—Coditos is helping shape it.

What’s Next

Coditos is expanding the snack category it created across South Florida, growing alongside SimplyDepo as its distribution partner. With routes, invoicing, and reporting running through SimplyDepo, Coditos’ five-person team can keep adding retail accounts across Florida without expanding headcount.

What Coditos Says

“We use it every day. For us, it’s one of our best tools—to create the routes, to do our invoicing, and to do reporting. We keep growing with SimplyDepo.”

— Alejandro Gutierrez, Coditos

See how other brands use SimplyDepo: Read the Winneram International case study