Are you building a steady fire with your marketing mix?
The renowned marketer Seth Godin uses an analogy that resonates with us where “kindling” represents short term promotions, and “logs” are strategies that build long-term awareness. Together they create a steady fire — continued, reliable performance. And just like a long-lasting fire, we recommend clients strike the right balance of logs and kindling, otherwise a business risks diminishing returns from constant discounts without building their brand.
Planning for the Right Mix
When drafting marketing plans, there can be a natural urge to place too much focus on the “kindling” portion of the marketing mix. Tactics with immediately trackable results such as free case offers, promotions, and discounts can come across as more exciting and engaging, but without longer-term support, the flame can die quickly.
Conversely, it’s possible for a marketing plan to become too heavy with “logs”. Those longer-burning tactics such as awareness-building print ads can be an important part of your marketing mix. But without tactics that ignite trial, sales can be left in the cold.
Common Logs and Kindling
Let’s dive deeper into these two categories and discuss useful examples.
LOGS
Industry insights
These are extremely valuable and should be regularly prioritized. Examples include competitive reports, target audience identification, user personas, white space mapping, and other research that helps you understand your place in the market.
Awareness-building ads
Placements that promote your brand at a higher level can often be deprioritized, but their value over the long run should not be ignored. Consider ads that highlight your employees, culture, history, total portfolio, resources, and other content not directly associated with a specific product.
KINDLING
Samples
Whether at food shows, from sales reps, or online offers, sampling gets your product in the hands of end users. For existing customers, consider including samples packaged with regularly scheduled deliveries. For potential customers, press kits with samples and other swag are almost always welcomed.
Rebates / free case offer
Many companies and especially restaurants are still on the rebound and welcome every opportunity to improve margins. Standard rebates, bulk discounts, and risk-free offers to try new products will immediately endear your brand with operators.
Promotions
Operators and decision makers have enough on their plates, so when your brand is able to offer ongoing promotions or campaigns that help drive sales, you become a valuable partner who understands their challenges. Consider seasonal campaigns that promote changing product lineups or special food holidays relevant to your customers. The more valuable the promotion, the better off you’ll be — short- and long-term.
Interested in Other Expertise and Recommendations?
5 reasons social media is a foodservice game-changer
Social media is culturally ubiquitous, allowing manufacturers to connect with operators everywhere. However, some B2B companies still aren’t using it to its fullest potential.
While trade shows, email marketing, paid search, ads in publications, and an abundance of other marketing tactics are certainly important, we encourage you to rethink how social media fits into your marketing mix.
1) Meet operators where they’re at
Busy planning menus, engaging with guests and distributors, training employees, coordinating schedules, and more—it’s easy (if not an understatement) to say foodservice operators are on-the-go. They’re most often checking in on their phones. Social media allows you to connect with operators in their everyday lives.
- An INside tip: Social media makes it easy to target specific audiences based on demographics, interests, and followers. You’ll have to put a couple dollars behind it, but the investment is worth it.
2) Showcase your team and products in an authentic way
Beyond the standard brochure, social media is the perfect opportunity to create a voice for foodservice manufacturers. Be strategic, show what makes your company unique in the industry, and don’t be afraid to let your personality show by sharing behind-the-scenes stories. Work you’re putting into product development, the chefs behind the recipes, and your sales team engaging with operators are all examples of content to leverage.
- An INside tip: Depending on the content you share; social media creates a platform for your company to show expertise and be positioned as a thought leader. (Also, people love looking at appetizing food, so be sure to share lots of those tasty pics!)
3) Engage in two-way communication with operators
Simply put, this is HUGE. Getting ideas and content out into the cyber-sphere like recipes, product how-to’s, merchandising ideas and more creates a platform that operators can interact with. Not only do operators get to share their thoughts, they can ask questions and give critical feedback. Encourage them to post about how they’re using your ingredients or how they serve your products!
- An INside tip: Use this communication to further other areas of marketing by determining what content operators respond to. Be thoughtful, engaging, and show your operators love by responding to questions and comments in a timely manner.
4) Leverage Video Content for Better Engagement
In the fast-paced world of social media where attention spans are fleeting, videos are a powerful tool for communication. They facilitate storytelling, product promotion, and the sharing of experiences, fostering meaningful connections and higher engagement. Video content holds particular significance for B2B marketers on social media due to its ability to convey complex information in a digestible and engaging format. In the B2B landscape, where building relationships and trust are paramount, videos can provide a human touch by showcasing personalities and expertise.
- An INside tip: Creating compelling video content doesn’t have to be expensive. DIY approaches and incorporating creative storytelling enable cost-effective video production. Additionally, user-generated content and authentic, unpolished visuals can resonate well with audiences, emphasizing that the value of a video lies more in its message and authenticity than in the production costs.
5) Build a community of engaged operators
Social media creates a space for operators to learn from each other, stay up-to-date with the latest food trends, ask specific questions on prep, and more. By encouraging operators to engage with your posts, and by featuring actual operator stories, you not only will further your reach but also create a stronger operator community.
- An INside tip: Encourage operators to follow your company on social platforms at tradeshows and events. Establishing the initial face-to-face connection will increase operator loyalty.
All in all, social media is an efficient, affordable, and successful way for foodservice manufacturers to market to and reach new and current audiences. Its platform encourages ingenuity and playfulness—so, be flexible and willing to test ideas! You never know the impact a single post might have.
Looking for ideas to get started? Contact us to take your social media strategy to the next level.
Our 2024 Foodservice Forecast
It’s that special time of year where we look ahead to the coming months and ask ourselves where we think our beloved industry is headed. Read on for insights ranging from flavor trends to customer experiences to well-being and more. Plus, be sure to check out our 2023 predictions here. No matter what’s on the menu in 2024, you know we’ll be into it!
Kids menus have…matured
Maggie Alt-Lewis, Sr. Account Executive
Children’s eating habits are unpredictable, but thanks to the growth of ethnic foods and expanded choices at home, families are expecting more options beyond just cheeseburgers or chicken tenders while eating out. Don’t get me wrong, those classics aren’t going anywhere, they’re frequently being elevated beyond simply being an afterthought. I also think healthier, global-inspired meals made with high-quality ingredients are likely to be more visible for the young’ns.
Check out the last item in this trends list. »
Last year’s prediction: Local is logical
Having fun with food
Mitchell Brandt, Associate Creative Director
Concepts such as Dave & Busters and Top Golf laid the foundation for the combination of dining and gaming. As consumers continue to look for more memorable experiences, we’ll likely see an increase in options where friends and family can enjoy a delicious meal as well as some fun competition. You’ve probably seen an uptick in activity-based establishments like axe-throwing venues, and most cities have at least one bowling alley that’s undergone a renovation to enhance their environment and elevate their food offerings.
See more about immersive dining spaces. »
Last year’s prediction: A return to service
Frugal foodie: dining on a dollar… or dime
Lizzy Borgwardt, Assistant Account Executive
As we all know the cost of living has become quite expensive, and that likely won’t be changing any time soon… but just because groceries and other necessities cost more than they used to doesn’t mean you should have to sacrifice the pure enjoyment a good meal brings. Throughout multiple social media platforms people are offering tasty, yet inexpensive and simple meal ideas that you can indulge in.
Check out 62 easy and cheap dinner ideas. »
Last year’s prediction: Simple & whole
Get your soup on
Lori Gerdts, Vice President / Creative Director
Stew, bisque, chowder… no matter what you call it, soups are the perfect carrier for so many food and flavor trends. They can be big, bold and bursting with the latest tastes from around the world, or they can be refined, upscale and nuanced to showcase the artistry of the chef. Plus, soups can always be crafted using ingredients on the brink of expiration — especially important with rising food costs. With the limitless possibilities of soups and the always evolving consumer palate, I think we’re all going to be getting our soup on more in 2024 than in any year before.
5 more soup trends »
Last year’s prediction: Creative customization
Tipping pushback
Beth Lube, Account Director
With so many restaurants paring back service, the rising cost of EVERYTHING, and the expansion of the tip prompt, I expect consumers will semi revolt against the standard 20% tip. The Washington Post found that 72% of consumers say tipping is expected in more places today than it was five years ago. I suspect we’ll experience more discussions around fair employee wages and how menu prices absorb the rising cost of everything.
See why 66% of Americans have a negative view of tipping. »
Last year’s prediction: TikTok takes on foodservice
Suburbs continue to grow as a dining destination
Alyssa Lillie, Senior Art Director / Digital Specialist
I think there are two factors that are causing this shift. 1) The pandemic moved people out to the suburbs, and restaurants are meeting people where they are. 2) Price perception is higher in downtown areas compared to the burbs or smaller communities. It makes sense that spending habits are drawing consumers to those more middle-tier experiences.
See other insights on how suburbia is the next frontier for enterprising restaurateurs. »
Last year’s prediction: Buzz-free and healthy
Food delivery on the decline?
Sam Burns, Social Media Manager
DoorDash is testing tipping before delivery in selected markets. If you don’t tip prior to receiving your food, you risk not getting it or it being delayed. I think with the continual rise of food costs, food delivery may get too expensive for some, especially when they’re being pressured to leave a tip. With others, it may cause frustration if they are continually receiving bad service yet still having to tip (as opposed to tipping based on quality of service).
Here are more details on the new tipping policy. »
Last year’s prediction: Plant-based eating has deep roots
Mocktail madness: zero-proof cocktails
Gwen Nash, Graphic Designer
With an increase in mindfulness for overall health, wellness, health-conscious meals, consumers are extending this sentiment to their beverage choices. The NA beverage industry has already seen a significant increase in popularity with the rising health-focus and trends like Dry January. People still love the social aspect of bars, breweries, and restaurants, so I expect the demand will only increase as the stigma behind non-alcoholic drinks fades and more exciting options pop up for no- or low-alcohol drinks.
More insights on the NA movement. »
A craving for nostalgia
Anita Nelson, President / Owner
With all the negativity in the news today with the economy, world tensions, and an upcoming election, I believe there will be an increased desire for nostalgic menu favorites, or “newstalgia”, a twist on a favorite from the past. Even cocktails are borrowing from years ago with a resurgence of the classics like Brandy Alexanders and Pink Squirrels.
See stats on nostalgia as a menu theme. ».
Last year’s prediction: Shareable experiences
Still a big dill
Betsy DeNuccio, Production / Design Manager
Pickle flavored (fill in the blank) isn’t going away in 2024. According to Yelp, “Searches for pickle-flavored foods were up 55% in 2023.” With Heinz Ketchup joining Hidden Valley Ranch and Franks Hot Sauce with dill flavors, not only are the dill condiments sticking around, even more pickle picks are showing up. I’ve seen everything from dill martinis and beer to dill nuts and dips to dill popsicles and ice cream. Mmm DILLicious!
Yes, Pickle-Flavored Ranch is here. »
Last year’s prediction: Sustainability is here to stay
Sustainable seas & beyond: the rise of plant-based seafood and food waste fare
Annabelle Paquin, Social Media Coordinator
As we sail into 2024, the culinary horizon is being reshaped by innovation and environmental awareness. We should see a growing plant-based seafood market and an overall shift in plant-based cuisine as a whole with the resurgence of whole ingredients like mushrooms taking center stage in our burgers and bowls. We can also expect to see a focus on food made from waste, adding both an economical and eco-friendly twist to our meals. Overall, there’s a growing consumer preference for sustainable, health-conscious options, so it’s likely the food industry will continue to innovate in ways that please both the palate and the planet in the new year.
We loved the “help from kelp” writeup here. »
Expanding and evolving clean labels and vegan delights
Lori Payne, Finance Associate
Over the years, my family and I have slowly transitioned to a near-vegan diet, and I’ve definitely noticed how our choices are expanding. It’s now not uncommon at all to find vegan options in grocery stores and entire restaurants dedicated to the movement — with tons of delicious dishes. I’m excited for more people to give it a try, and I think they’ll be surprised by how easy it is now as opposed to years ago.
Some say 2024 will be the most vegan year yet. »
Going full beans on legumes
Dustin Slowiak, Project Manager
With a spotlight on ethical eating and environmental wellness, plant-based options aren’t going away any time soon. Despite the popularity of these causes, there is still a fair amount of skepticism surrounding the meat-imitation products. In reaction to this skepticism, I think we will see more protein alternatives with clean and simple ingredients. Of the plant-based proteins available, I believe the humble pulse is the perfect benefactor to this growing trend. Pulses, the edible seeds from legume plants, are generally high in protein and fiber, and they can be quite culinarily versatile. I predict we will be seeing more black bean patties, hearty grain bowls with lentils, fresh salads with roasted chickpeas, and many more pulse-based options in 2024.
Food Network calls pulses the “superfood you’ve never heard of.” »
Last year’s prediction: Go with your gut
Leave a comment below to let us know what you think will be hot next year. And let’s connect to make your 2024 as delicious and profitable as possible!
5 Distinctions Between B2B & B2C Food Marketing
In the world of food marketing, most efforts and campaigns fall into two broad categories: Business to Business (B2B or foodservice) and Business to Consumer (B2C or retail). While both landscapes aim to promote culinary offerings, they cater to vastly different audiences and employ distinct techniques. Understanding the nuances between B2B and B2C food marketing is essential for crafting effective campaigns tailored to each audience’s unique needs and preferences.
1. Buying Influences
In B2B there are no impulse purchases. Oftentimes, products and services must be approved on multiple accounts. Marketing messages must reflect this longer purchase process and be mindful of the impact purchasing decisions make.
Foodservice and retail marketing necessitate different communication styles due to the varying preferences of their audiences. B2B marketing often employs a more formal, informative, and professional tone. Information about product specifications, pricing, distribution, and benefits takes center stage.
2. Buyer-Seller Relationship
Since the sales cycle is so much longer in B2B, the relationship with the sales team is closer, stable, and interpersonal, so a strong relationship is imperative.
While relationship building is important in both B2B and B2C marketing, the nature of these relationships differs. foodservice marketing emphasizes building long-term partnerships and collaborations within businesses. It involves nurturing professional relationships based on trust, reliability, and mutual growth.
3. Sales Volume and Number of Buyers
Because there is greater sales volume with fewer decision makers in the B2B space, each customer or potential customer carries huge weight for the company. These buyers expect less rigid product specifications, and customization of the product is common — there often isn’t a one-size-fits-all solution for every industry. This situation is especially true on the chain restaurant side of foodservice. However, there is still a huge opportunity to connect with very profitable independent restaurants who have less need for product customization.
4. Decision Cycle
The path to purchase also differs significantly. In B2B scenarios, decision-making often involves multiple stakeholders, including procurement managers, chefs, and business owners. Results are slower and often harder to measure. Therefore, foodservice marketing strategies focus on providing comprehensive information that addresses the immediate and long-term needs of various decision makers.
5. Channels and Platforms
Choosing the right marketing channels and platforms is another critical distinction between B2B and B2C food marketing. Foodservice marketing relies on trade shows, industry events, foodservice publications, brand websites, and online platforms catering to professionals in the food industry. LinkedIn is a preferred social media platform for B2B marketers as it allows for networking and sharing industry insights.
B2C marketing thrives on visually rich channels. For example, social platforms like Instagram, TikTok, Facebook, and Pinterest can capture consumers’ attention with tantalizing food imagery. Similarly, billboards and commercials can help build brand recognition and trigger consumers’ desire to indulge.
In the dynamic world of food marketing, the distinctions between B2B and B2C strategies are evident in every facet. While both approaches seek to promote culinary products, understanding the nuances of each is essential for creating effective and resonating marketing campaigns.
3 Strategies for Getting the Most Out of Your Foodservice Marketing Agency
With manufacturers always focused on goals and sales targets, a crucial partner in these endeavors is your foodservice marketing agency. Here are a few strategies on how to maximize ROI with your agency and ensure everyone is set up for success.
Clearly Define the Scope and Problem to Solve
Whether you’re launching a new product or introducing a rebate to help a slow-moving item sell better, knowing your goal and clearly articulating it to your agency partner helps get everyone moving in the same direction more quickly.
Communicating known barriers to conversion can sometimes come as an afterthought, but being upfront about customer perceptions and challenges gives your agency new avenues to explore. These challenges are defined differently depending on the organization, but thinking of them as “uncomfortable truths” can lead to honest discussions about how to overcome known perceptions or obstacles.
“We love a good challenge. It’s exciting and strategically satisfying to be brought to the table to think through how we can help our clients succeed. We always make time for these sessions and do our best to facilitate them whenever we can.”
— Anita Nelson, President
Briefing Sessions with Key Stakeholders
Everyone’s time is extremely valuable, so when planning a project, a “fewer is better” approach might seem to make sense. But including everyone for whom the project has implications is a smart strategy. Not every person needs to be involved once the project is underway, but initially soliciting opinions or advice from a wider audience can bring in fresh thinking that may not have been included at the beginning.
“We’ve often had amazing ideas come from members of the culinary or sales team that made a project much more effective in the long run. I’m glad we brought them into the process when we did.
— Beth Lube, Account Director
Many groups use the RACI method which groups people into different categories along the course of a project. The acronym stands for: Responsible, Accountable, Consulted and Informed. Making this distinction in briefs helps ensure due diligence within your organization and helps bring in fresh, new opinions.
Clearly Defined Budgets and Scope
With money being tight and everyone needing to get as much as possible from every single dollar, knowing how much is there to work with — and sticking to it — helps ensure there are no surprises down the road. This strategy is a tight collaboration between client and agency. Understanding and appreciating the budget upfront helps keep ideas practical and executional. Sure, drones delivering coffee at a tradeshow sounds amazing, but not when the budget calls for revamped display graphics and true sales-driving tactics.
When it comes to the scope of the project, it’s always a good idea to include your agency partner early in the process. You might have only one deliverable in mind (a marketing email, landing page, etc.), but it’s the job of your agency to help you think of tactics to amplify every project. Exploring other ways for your project to come to life earlier in the process helps you avoid “scope creep” and ensures more accurate timelines as well as budgets.
“We love to bring big ideas — that fit within budgets. You turn our creatives lose on a project and you’ll get some amazing ideas, but their experience and discipline keep them grounded on what’s possible and what really works.”
— Anita Nelson, President
Have questions about getting the most from your foodservice marketing agency? We’re standing by and always ready to talk about how we can help create success. Here’s to a delicious, profitable 2023!
3 Ways Manufacturers Can Stand Out to Foodservice Operators
The foodservice industry has shown tremendous resiliency over the last couple of years. Overall restaurant traffic may be down, but higher check averages have bolstered sales numbers.1 While challenges still lie ahead, there are plenty of reasons to remain hopeful, and now is a crucial time to lend your support as everyone regains their footing. Here are some strategies that can help you align with current marketplace needs.
1. Offer speed-scratch menu ideas that address labor challenges.
According to the National Restaurant Association, “As of April 2022, eating and drinking places were still 794,000 jobs — or 6.4% — below their pre-pandemic employment levels. No other industry has a longer road to reach a full employment recovery.”2 Showcasing how your products can be used in low- and no-labor solutions will resonate with operations dealing with this pressing concern. Consider revamping existing recipes or engaging your culinary team to develop new ones with labor shortages in mind.
2. Embrace direct mail to deliver ideas directly to operators.
As every operation is doing more with less, emails and social media posts become easier to ignore, especially as digital fatigue sets in everywhere. There’s nothing quite like having a physical object delivered to your door — it’s certainly harder to ignore. And it’s quite effective. The average response rate for direct mail is between 2.7% and 4.4%, compared to email’s 0.6% response rate.3 Yes, the price of physically mailing samples and rebate offers is higher than digital distribution, but it’s a fraction of the cost of an actual sales call.
3. Be liberal with samples and rebates.
Everyone is feeling the squeeze of inflation, rising costs, and labor market shortcomings. A recent survey of operators found that of 9 different areas of concern, the top 3 centered on expenses: high food costs, high labor costs, and high disposables costs.4 One definite way to rise above all these challenges is to offer your best deals possible whether through samples, rebates, or loyalty rewards. Being a thought leader is tremendously valuable in a partnership, but as this recovery is still gaining steam, prices and cost-savings will remain paramount.
Looking for more ways you can be a standout partner to your foodservice operators or needing to execute best-in-class strategies? We’re always standing by to discuss challenges and opportunities. Let’s start the conversation.
1 Foodservice Equipment Reports, “Restaurant Traffic Hits New Low, But Sales Trend Higher,” June 2022
2 NRA, “Restaurants continue to struggle filling job openings,” May 2022
3 Pedbblepost, “15 Statistics That Prove the Power of Direct Mail in 2022,” June 2022
4 Bar & Restaurant, “The Challenges and Trends Facing Restaurant Operators This Fall,” October 2022
Our Take on 2023 Foodservice Trends
Here at IN Food Marketing & Design, we decided to ask our own diverse and talented associates to weigh in on what they think will be the hot trends impacting foodservice this coming year. Read on for insights ranging from dining experiences to tech and nutrition. No matter what’s on the menu in 2023, you know we’ll be into it!
Local is Logical
Maggie Alt-Lewis, Sr. Account Executive
We’re likely to see a continued focus on local and regional foods incorporated into menus. Hopefully there will be fewer supply chain or service challenges in getting the food to the operations. I also think consumers will continue to support local economies and seek out healthier, more transparent choices.
Food sourcing plays heavily into these food trends. »
Simple & Whole
Lizzy Borgwardt, Assistant Account Executive
Being surrounded by a food culture that’s always on the go (people looking for options that are quick, low-fat, sugar-free, keto friendly, etc.), we’ve lost sight of what is important: simple, nutritious foods, and ingredients. I hope and anticipate that with time, our culture comes back to foods and ingredients that are whole and simply sourced. It will benefit not only ourselves but also our environment.
Harvard University provides some helpful resources. »
A Return to Service
Mitchell Brandt, Associate Creative Director
I think 2023 will be the year where people flood back to restaurants for all the reasons we love dining away from home: great service, excellent food, and a memorable experience. We’ve been cooped up for too long, and while restaurants still face struggles, I’m hoping in 2023 we’ll be able to get back to the basics.
Important stats about restaurant experiences. »
Plant-Based Eating Has Deep Roots
Sam Burns, Social Media Specialist
I think plant-based and dairy-free menu offerings will continue to expand into 2023. It’s likely we’ll see a wider variety of these options not only for the vegans and environmental folks, but also for those who are more health conscious and wary of growth hormones or other concerning ingredients (rBGH and the like).
Helpful facts and figures on the growing trend. »
Sustainability Is Here to Stay
Betsy DeNuccio, Production/Design Manager
This movement is close to many of us here at IN, but I definitely hope to see a continued rise in sustainable practices. Whether it’s more plant-based menu options, compostable takeout containers, waste diversion, or local/seasonal purchasing, if it’s better for the environment, I’ll go out of my way to support it.
The Foodservice Equipment & Supplies Magazine has an interesting article. »
Creative Customization
Lori Gerdts, Creative Director
Serving unique, signature dishes doesn’t have to be complex. In fact, with all the pressure foodservice operators face, I think we’ll see a lot of creativity based on standard menu items. For example, lots of on-trend flavors can be introduced to guests through more approachable choices. Picture sharable soft pretzels (low labor, high margin) served with a trio of house-made dips like spicy white queso, dill pickle dip, and a stoneground honey mustard.
Check out 2, 3, and 4 on this trends list. »
Buzz-Free and Healthy
Alyssa Lillie, Art Director/Digital Specialist
Ever since the pandemic, people have been looking for ways to improve their health. One path many are taking is to cut down on alcohol and participate in movements like Dry January. I think we’ll be seeing more non-alcoholic options including more creative cocktails and beers on all kinds of menus.
Read what Forbes says. »
TikTok Takes on Foodservice
Beth Lube, Account Director
TikTok is known for making things go viral. When a specific restaurant is the focus of a popular post, they often see a huge boost in traffic. Some TikTok users teach their viewers how to order from “secret menus” or special items like the Pink Drink from Starbucks and the Quesarrito at Chipotle. One way foodservice operations can try to capitalize on the power of TikTok is by participating in some of the viral recipe trends of the moment and offering them as LTOs.
See more from The Food Institute. »
Shareable Experiences
Anita Nelson, President/Owner
With the quick rise of trends like the butter board, people seem to be craving communal experiences after the isolation of the last few years. My prediction is that restaurants will find other ways to tap into this desire — maybe fondue will even make a resurgence. For operators, finding low-labor, unique and sharable menu items will be the trifecta for success.
An interesting piece from The Washington Post. »
Go with Your Gut
Dustin Slowiak, Project Manager
Gut health has been on the periphery of food trends for the last few years, and demand for prebiotic and probiotic foods is still growing. It’s not just kombucha either — ingredients such as asparagus, garlic, leeks, onions, and others can have a positive impact on your gut health. I’d love to see more options in foodservice that satisfy this growing demand. Highlighting dishes that are already beneficial to the microbiome could be a simple first step.
Check out this list of thoughtful trends from LinchpinSEO. »
See something you’d like to try or have questions about our predictions?
We’d love to discuss any ways we could help make your 2023 as delicious and profitable as possible. Let’s connect!
Food Connections Spotlight: Craig Weber
There was no better witness to the restaurant industry’s turbulent 2020 in the Twin Cities than Craig Weber of Coldwell Banker Commercial Coalition Group. Commercial real estate is his trade, but restaurants are his wheelhouse, which makes him a perfect fit for our Food Connections meetings! Learn more about Craig, how he works behind-the-scenes with restaurants and what projects he’s looking forward to in 2021.
How did you get started with Food Connections?
I met Lori (Gerdts) at a networking event around 5 years ago. She started talking about her company—which sounded interesting to me because I’m in the commercial real estate business with a strong focus on restaurants. She invited me to one of the meetings, I hit it off with the group and it went from there. And they’ve been great. I love the different folks they bring into the group. It’s a great mix.
Can you explain what do you do for a living?
I’m a commercial real estate associate broker. Primarily I look for space for my tenants or clients to lease or buy. I also have clients who are currently marketing and selling their buildings for commercial real estate.
Retail, which includes restaurants, is my forte. Unfortunately, I had about an 80% drop in business at the start of COVID. But things are starting to pick back up. I got a few deals done this spring—one specifically is a second location for the Buttered Tin, which we just finalized on April 1st. They’ve got a great new location in Northeast Minneapolis.
Where did the restaurant emphasis come from in your work?
It’s just the foodie passion in me. When my wife and I go on vacation, I drive her nuts because—pick a location, say, Tampa, Florida— I’ll find a few spots that Guy Fieri has tried. Or in Savannah, Georgia, I scouted out a BBQ joint with an entrance in a back alley. It was just this mom-and-pop place that seats about 14 people with probably some of the best BBQ I’ve ever had.
What’s unique about working with restaurants compared to your other clients?
They’re not like a warehouse where you can open your doors, get shelving in, have one guy running a forklift and away you go. Restaurants have to have a concept and find the crew they need. And then you throw equipment into the mix—I have some clients who are waiting 20 weeks for delivery on some equipment. There are a lot of moving parts with restaurants compared to places that just need four walls and a roof.
Do you cook yourself?
Yes, I am the cook in the family. You name it and I’ll give it a shot.
Where do you find your cooking inspiration?
I like throwing things together and seeing what works. A lot of it goes back to my mom and grandma cooking during the holidays. Also, my oldest brother and his wife used to own an old-fashioned supper club down in Reinbeck, Iowa, and a pizza joint in Waterloo, Iowa. I worked at both of those back in college.
Is there a particular recipe or cuisine you specialize in?
My staple is pizza. In my house, Friday night is pizza night. I usually do the standard pepperoni and sausage. Then I’ll go leftfield and make something like a Canadian bacon and sauerkraut.
Sauerkraut on a pizza, huh?
Yep, it’s a big controversy whether or not sauerkraut belongs on a pizza. Same with pineapple. I like both!
This has been great! Anything else you’d like to cover?
Speaking of pizza. I recently partnered up with a gentleman and we’re planning on opening a pizzeria in South St. Paul. We’re getting our ducks in a row right now. As far as I know, I have not seen this pizzeria concept before. I’ve been to a lot of different places around the nation and nothing sticks out like what we want to do. The décor will springboard things to make this stand out as a destination.
Why You Should Partner With an Agency That Understands Foodservice
“It can’t be that complicated, right? I mean, it’s just food.”
You’ll never hear that at an agency that specializes in foodservice.
In reality, foodservice is filled with problems that require experience and creativity to solve. To create effective strategies in this industry, you shouldn’t just partner with an agency that knows marketing—you need to find one that understands the nuances of foodservice and how that knowledge impacts getting your product sold.
Here are just a few of the hurdles that a dedicated agency can help you navigate:
Reaching multiple channels
Foodservice branches out into very specific channels that have their own needs. What a K-12 foodservice director cares about is very different from an independent pizzeria operator. The same is true for a restaurant chain vs. a catering company. Understanding and being empathetic about the pain points each operator is facing is critical for your campaigns to break through.
Distribution strategies
Understanding the push/pull of how a product gets into distribution and is pulled through at the operator level is critical to creating an effective strategy. Driving engagement with your sales team and brokers can make or break a product launch. If you’re not getting the product slotted, there’s no chance operators can order it. At the same time, driving demand at the operator level helps ensure your product is getting pulled through—and will stay slotted.
Influencing decision makers
In this industry, there are no impulse purchases. There’s a lot of weight behind a decision maker’s choice for a foodservice partner, and it’s often a lengthy process to get there. A good foodservice marketer knows this long-game very well and builds their relationships with key players accordingly.
Leveraging media partners
A good foodservice agency has long-standing relationships with multiple industry media partners. In addition to helping develop a solid media strategy, these partners can bring additional value through industry insights, targeted mailing lists and tradeshow sponsorship opportunities, to name just a few.
For 26 years, we’ve helped our clients navigate the unique world of foodservice marketing. Want to learn more about how we do it? Send us a question or give us a call at 612.353.3400.
Sustainable Takeout Trends to Celebrate Earth Day
With takeout being the most popular method of service for many restaurants, single-use containers aren’t going away anytime soon. Foodservice operators are looking for ways to provide dining options while also being eco-conscious. This Earth Day, we’re looking at new ideas that deliver on stellar takeout with our planet in mind.
We talked to Kim Bartmann of the Bartmann Group, the proprietor of many Twin Cities restaurants like Bread & Pickle, Tiny Diner, and Bryant Lake Bowl. “Our operations have leaned into using compostables whenever possible, and tried to reduce individual sauce and condiment containers.” As far as trends in sustainable eating and foodservice, she predicts that we’ll be using less plastic and increasing our utilization of more sustainable options like hemp paper products.
Jill Holter, who works in Restaurant and Market Brand Development for the Food Building in Minneapolis, likes to see operators going compostable wherever possible, and stresses the importance of properly sorting and disposing of trash in restaurant buildings. What trends does she see in her crystal ball? “Less overall packaging, and more locally sourced ingredients.”
Kimberly Hayes, owner and operator of Alpha & Omega Pizza Farm in Princeton, Minnesota, weighs in. When her business wanted to be eco-conscious, they went from all cardboard pizza boxes to washable pie tins for dine in. As for the future, beyond the farm? “I’d like to see more reusable options in play.”
“Take-away”, “Takeout”, “To-go Dining”, whatever you call it, we know restaurants across the country have had to learn the lingo and keep customers fed, safely. These are just a few ideas from foodservice professionals working to change the business, for the better!
Connect with us for more foodservice tips and trends.
