branding

Unsexy but powerful foodservice product marketing

Any guess what these foodservice products are? MH 6/7/1.3Z SPCL DEL SHY DCF// BAVARIAN NJ 97% 2PC 5 OZ SLICED 4X4 WA Me neither. But they are names of important products offered by brands we all know and love. No restaurant operator would ever use these terms to search the internet for a product.  So, continuing […]

Foodservice operators only hear about 5% of your products. Until now.

For as long as I’ve been around the foodservice industry, there’s always been one practical challenge for  brands that want to market to operators of restaurants, school cafeterias, nursing homes or any others who manage eating establishments. No one spot exists where operators can go see most (if not all) the foodservice-worthy products that exist. […]

Taking a pause on foodservice marketing research

Broad foodservice marketing research studies make skeptics like me to pause — especially when it comes predicting buying behavior in a B2B industries like ours. It gets harder to believe each day that you can reduce all foodservice operators down to a few common characteristics from which you bank a marketing plan around. Every conversation […]

Training is the new marketing in foodservice

Ben Franklin said it best… “Tell me and I forget, teach me and I may remember, involve me and I learn.”  When you think about foodservice being a relationship business, having a well-informed sales force becomes the most cost-effective marketing for brands, brokers and distributors. Following Ben Franklin’s adage… training on the street level involves […]

The #1 rule foodservice product marketers ignore most

One of the puzzling aspects of most foodservice product marketing initiatives I come across is how few manufacturers don’t follow the #1 rule for content marketing. Effective content must reflect your customers’ perspective… not your brand’s angle! But chest-beating continues to thrive among many food brands.  These brands love to talk about themselves.  Or, even […]