5 Foodservice Marketing DON’Ts for 2021

The foodservice industry is gearing up for a major rebound—don’t let this opportunity go to waste.

After a year of restaurants serving fewer customers, streamlining their menus and experiencing day-to-day uncertainty, it appears that there’s a light at the end of the tunnel for the foodservice industry.

For foodservice marketers all around the country, this means that budgets are starting to look more optimistic in hopes that a year’s worth of pent-up enthusiasm will send consumers flooding back to support independent restaurants. This fresh start can be a huge momentum-gaining opportunity for you, so it’s important not to stumble off the starting block and watch competitors get ahead. As you navigate through the rest of 2021, here’s what NOT to do if you’re a foodservice marketer.

1. DON’T rely solely on your brokers.

Your brokers will rein in some great opportunities—but failing to incorporate any paid media or direct-to-operator marketing in your campaigns will have you missing out on a huge audience of potential partners. Also, look to 24/7 opportunities like social media to meet operators where they’re at any time of day.

2. DON’T be stingy with samples.

Operators are just like anyone else: if they’ve got a chance to sample before they buy, they’re going to leap at the opportunity. Make it easy for them to request a free sample, and provide plenty for your brokers to dish out.

One operator we spoke with actually switched distributors to get a product he fell in love with after getting a broker sample. Years later, it still has a starring role on his menu.

3. DON’T slip on cross-selling products.

Have your products work together by pairing them in your promotions. Also, try targeting existing customers (from redeemed rebates, for example) with a complementary product offering.

4. DON’T forget how busy operators are.

You may think that you’ve hit them hard with a new product offering or promotion, but operators are extremely busy and need to see the message multiple times in a variety of ways.

5. DON’T focus only on digital.

While digital media is great for driving to landing pages— and provides excellent opportunities for tracking and analysis—don’t overlook more tactile options such as print advertising and direct mail that operators can immerse themselves in.

In our 26 years of working with marketing managers in this industry, we’ve learned a lot about how to avoid common foodservice pitfalls. Have a food marketing question for us? We’d be happy to answer it.

5 things foodservice marketers should consider for 2021

The world of foodservice is dramatically different than it was at the beginning of 2020. Operators have done an incredible job of pivoting and meeting each new challenge, but what lies ahead next year is anyone’s guess. So, how should foodservice marketers continue to adjust to this new normal? And what’s in store for 2021? Surprisingly, a firm footing in the familiar may be the best approach.

Here are some tips and tricks to consider as you prepare for next year:

1. Keep getting the word out—because the pandemic won’t last forever

Advertising is often cut by brands when times are tough. But many believe that those who advertise during economic downturns actually come out stronger. Why? Not only are certain ad spaces cheaper, but maintaining a presence when times are tough can help maintain your image and instill more confidence in your target audience.

2. A channel approach will be more important than ever

The pandemic has highlighted the unique challenges that each channel is facing, and recovery will likely look different for each one. Understanding and marketing to those nuances will be critical. Operator-first messaging is a must as well. Many have had to call it quits, and there are plenty on the brink of doing the same. They’re in need of specific solutions and efficiencies that speak to their realities. So, try to speak directly about how your product or service is of immediate benefit to your operator audience.

3. Not everything has to be on a screen

For good reason, our lives have revolved around digital communication for the better part of 2020. But most people are craving connections that don’t require a screen—which could build a renewed desire for tangible, tactile marketing tools. Try balancing digital communication with high-touch marketing tools, such as sales materials and direct mail.

4. Be prepared for this “new normal” to continue post-COVID

Some of the changes that restaurants have adopted may stick around for a long while. Takeout, of course, has been foodservice’s most valuable asset, and will continue to be the crucial source of revenue for so many operations. Similarly, ghost kitchens created all kinds of efficiencies and opportunities pre-pandemic and are currently breathing new life into restaurants. Keep these in mind when you’re talking to operators in 2021— and remember to stay agile and adjust to any left field developments.

5. Meaningful connections will be more important than ever

Of course, there’s plenty to look forward to as well. When large gatherings are safe again, people in this industry and beyond will be eager to make in-person connections. Expect a pent up demand for experiences like tradeshows and other industry events. At the same time, virtual events are likely to stick around, with convenience and cost savings making sense for many. When we’re out of the woods, look to cover all your bases by adopting a healthy mix of both face-to-face and digital gatherings.

Looking for more ways to connect with operators as you navigate this ever-changing landscape? Let’s connect on your plans for 2021.

5 ways to stretch your foodservice marketing budget

Like most foodservice marketers, you’re looking for ways to connect with operators and offer solutions to get them get through these unprecedented times. The challenge? Finding creative ways to reach them if your marketing budget has been impacted by COVID-19 related cuts. Here are a few low-cost tactics to reach operators while keeping an eye on your bottom line:

1. Sharable presentations and content

With far fewer face-to-face meetings, your sales team and brokers will appreciate any Zoom-friendly presentations you can offer. This is also a great time to create simple one-sheeters with recipes and ideas of how to use your products for takeout-friendly menu items.

2. Programmatic advertising

If you’re not familiar with programmatic media, it’s a way to purchase media on hundreds of well-known websites through real time bidding. While there are several tactics, the most well-known is retargeting (think of those ads that follow you around after you’ve looked at something online). This type of media buying is surprisingly affordable and can be a great way to meet your customers where they’re at online 24/7.

3. Case inserts

What better way to reach your current customers than with inserts right in the case of product? From information and a trial offer rebate on new products, to usage ideas and recipes, this is an easy and inexpensive way to engage with your top operators. (Just be sure to print on food-safe paper if the insert comes in contact with the product).

4. Paid social

A lot of foodservice manufacturers have begun to see the power in connecting with operators via social media, but many are still relying on organic posts and seeing only sporadic engagement for their efforts. For a minimal investment, you can boost posts to significantly increase the visibility of your posts. Better yet, invest in a paid social campaign to increase your followers so that future posts gain more traction.

5. Digital media

Gone are the days when you need to spend thousands on a print ad. Foodservice media partners continue to expand their digital capabilities, and many options are quite affordable, and through A/B testing, allow you the opportunity to see what messaging resonates with operators.

Looking for ideas on how you can stretch your marketing budget? Anita Nelson would be happy to strategize with you.

5 Ways to Connect with Foodservice Operators Digitally

In the midst of this global pandemic, digital communication has been the most valuable tool for keeping relationships strong and getting things done. However, in the world of a foodservice professional—one very reliant on in-person interactions—some outside-the-box thinking is required to create a fulfilling and worthwhile digital experience.

Here are 5 ways to continue connecting with foodservice operators during this uncertain time.

1) Showcase the personality of your brand.

Foodservice operators are unable to connect with manufacturing reps, brokers and DSRs given the inability to travel, attend tradeshows, and simply keep their businesses open. These are the most “real” interactions they’ll have with your brand, so utilize this moment as an opportunity to lighten up your messaging and bring more personality to the digital table. Pivot your content away from product promotions, and more into being a true partner helping operators navigate the situation at hand.

2) Expand your social media capabilities.

Going hand in hand with showing the personality of your brand, take this time to expand beyond traditional social media posts. Perhaps you create a Facebook Group where your operators can connect and share ideas with each other. Get your culinary chef on an Instagram or Facebook Live with takeout ideas. Explore having a leader in your organization post a LinkedIn blog, or even host a Twitter chat to see how operators are managing this crazy time. Don’t be afraid to get creative and test the waters when people are craving connection more than ever. Get the scoop on foodservice social media here.

3) Incorporate more educational mediums.

Education is key during this time, as regulations, laws and opinions change daily. Explore hosting a webinar or podcast – whether on your own or by tapping into media partners’ capabilities that already exist. There are several series out there already you can sponsor, host or advertise on. Oftentimes, sponsoring these educational placements also includes lead generation, giving you the ability to interact with attendees post-event via email and sales contact.

4) Take advantage of digital tradeshows.

Just because tradeshows can’t physically happen doesn’t mean all your work should go to waste! Now is the time to invest in a stellar digital tradeshow experience because A.) you will stand out amongst competitors and B.) given the cost savings for both attendees and exhibitors, there’s a great chance some online events will continue beyond the pandemic. Create interactive slides with videos and games, have a dedicated sales rep there to answer questions, and offer free product samples throughout. Once again, don’t forget that one of the biggest opportunities is not necessarily what you do during the show, but how you stay engaged with leads after.

5) Have FUN with operators.

One thing we learned quickly while working remotely is that “water cooler banter” tends to get left out. It’s easy to dive into an agenda, cruise through a meeting and be done when it happens over video chat. While the efficiency is amazing, you also lose the personal touch that is so key in business. Don’t be afraid to have a happy hour with your contacts, or even take just five minutes at the beginning of a meeting to catch up. We had an awesome virtual game of Jeopardy with our programmatic partner Choozle, and it was wonderful connecting with both our contacts and other agencies around the city.

BONUS TIP: Have some grace.

Don’t forget–the foodservice world has been flipped upside down. Businesses are struggling, they are dealing with a whole new way of serving food, and external factors continue to change. Have some grace–make sure to be real, authentic and a true partner. Lift them up and don’t fret if they skip signing up for your latest digital tool. By being truly valuable now, you’ll have truly loyal customers in the future.

Looking for new ways to connect with your operators? Let’s connect.

The power of sampling in foodservice

Ok, honest question: when was the last time you went to the grocery store on a big sampling day and didn’t try something? Did you get the cheese with the toothpick? Did you try a sip of that on-sale wine?

Bite-sized, big results

Sampling is a valuable tool used heavily in retail settings to drive awareness and purchase. However, it’s underutilized by foodservice manufacturers, and they’re in for a big opportunity by getting on board. When used properly, sampling can be a very powerful way to convert operators and create long-lasting sales.

According to a report on In-Store Sampling Effectiveness, sampled items in multiple categories showed an average of +475% cumulative sales lift on the day of the event. In addition, the data reveals significant potential for repeat purchases.

Send in the samples

Time and time again, we hear the same thing from operators: they’ll always try a product if it’s given to them. These folks are often hands-on, creative chefs themselves. If the product is right in front of them, they can use their imaginations and get a first-hand look at the potential it holds.

In fact, one operator we worked with loved his sauce sample so much, he switched distributors at a future restaurant just to be able to purchase it!

Go ahead, give it a try

If you’re a foodservice manufacturer and aren’t leveraging samples for your new products, here are a few tips to get you started:

Limit your samples: Control costs and drive urgency by making only a certain number available if promoting via paid media or email.
Give ‘em enough: If a sample’s too small, an operator may not get the full picture— make there’s plenty of product for them to work with.
Maximize leads: Ensure you’re capturing operator leads so you can follow up with a sales call or additional offers.
Priority mail: If budgets allows, force ship samples to a select group of high-potential operators and follow up with an email or phone call to get their feedback. Consider providing a full case so operators can also see the packaging, case size and storage.
Ready for launch: With new product launches, ensure you’re allocating a portion of your budget for broker samples. And if the product is refrigerated or frozen, provide them with a branded cooler bag for operator sales calls.

Speaking of samples: want a taste of how we can help you drive trial with a new product launch? Contact Anita Nelson at anita@infoodmktg.com to get started!

3 Tips for Serving Fresh Foodservice Content

With new social channels popping up everywhere you turn, it’s never been more important to offer relevant content. Operators want to feel connected to brands and expect to see what’s fresh and trending. Keeping up with this expectation is a challenge for many companies. Any touchpoints with outdated imagery can brand them as out of touch or irrelevant, making routine updates crucial. Thankfully, with a little bit of planning on the front end, some of the most engaging types of content are fairly easy to create. Here are 3 ways to freshen up your photo and video library.

Real-time shareable content.

Real-time content offers operators an informal look at your company and its personality. Think playful Boomerang videos from behind the scenes of a photoshoot or snapshots of your sales team at a trade show. These don’t need to be captured by a professional photographer, but teaming up with an agency for content scheduling and shooting tips will take most of the burden off of you.

New product uses and recipes.

Sharing innovative product uses or trend-inspired recipes is a great way to make your company relevant. Think drool-worthy photography that re-introduces a classic product in a new way. Or maybe you’ve got a 15-year-old recipe with hundreds of 5-star reviews. Having a shiny new photo to tout on your social platforms will give it new life. Though more planning is often required for this photography, its use is virtually limitless from print to web to social.

How-to instructional videos.

Quick how-to videos have grown in popularity over the last 5 years and have great stopping power. Think short Tasty-style videos that demo a recipe or showcase product versatility. Even a more straightforward video for how to use a new product adds value and interactivity to your website’s product page. The goal here is to build up a branded video series over time that compels operators to keep coming back for more.

Want to freshen up your photo or video library? We’d love to help. Reach out to Anita Nelson at anita@infoodmktg.com or 612-353-3410 to chat.

Foodservice Product Launches: The 7 Most Common Marketing Mistakes

After working with foodservice manufacturers for over 25 years, it’s safe to say we’ve been part of quite a few product launches. Here are the 7 mistakes we’ve learned along the way (so you don’t have to).

1) Focusing too much on product attributes.

What need are you truly fulfilling for operators? While a product might check all of the boxes on paper, it will flop if you’re not actually solving an operator pain point. There is so much that goes into product selection for operators beyond taste. Some questions to consider: Can low-skill employees use with ease? Does it store well on their shelf? How many menu items can it be used for? Take time to conduct operator testing to get their feedback.

Do your research with REAL operators and focus on solving their problem in your messaging.

2) Not bringing sales along on the journey.

The classic sales and marketing love/hate relationship. Your sales team, whether direct or brokers, are with operators every day. Understand what they need to be set up for success – whether that’s specific sales materials, a sampling program, competitive cutting guide, or contest. By aligning your sales goals from the start and giving them the tools they need, you’ll have a dedicated, reliable force to amplify your marketing communications efforts (not to mention, follow up with leads!).

Work closely with your sales from the start to align your efforts with theirs.

3) Spending too much on marketing communications before you have distribution.

Don’t fall into the trap of a beautiful, well-executed marketing communications plan that reaches operators, and then when they go to purchase the product they realize it’s not available to them. With only a few key moments to drive purchase with operators, you must make it worthwhile. Ensure you’re gaining distribution as you begin to market to operators.

Balance your efforts with an operator-pull, distributor-push approach.

**4) Putting all your faith in sales and brokers.**

We know. We just told you that you should lean in more to your sales team. But at the same time, there just simply aren’t enough sales members to reach every single operator. Start to grow your direct-to-operator relationships through email marketing and social media so when you have a new product launch, you already have an audience. Not to mention, you receive valuable data on who your customers are.

Build up your direct-to-operator relationships to supplement sales efforts.

5) Getting too fancy with messaging.

Have you seen the stoplight video? It’s a classic tale of trying to make something flashy, different and exciting, when at the end of the day, it’s a simple stop sign. A new product launch is exciting in and of itself. Don’t complicate the message by trying to pack every single product attribute into your headline or ad. While these differentiators are important, you must communicate that you are launching a NEW product.

Keep it simple, stupid.

6) Moving onto a new campaign too quickly.

Some product launches may be in the works for 5 years before they go to market. It’s easy to fall into the trap of thinking everyone must know about this product, because you marketed it for a full quarter with a robust media plan and it was a main focus at a tradeshow (and it’s practically been your whole life the past 2 years). But don’t forget: most operators need to see a message at least 7 times before it sticks. With operators, they likely have to sample it and try it before they even consider purchasing. Build a communications plan that expands for at least a year. You may only have an exciting burst for a quarter or two, but then it’s time to weave into all aspects of your messaging. (Build awareness, drive purchase, encourage usage, and repeat!)

Expect to communicate for at least a year – plan how your campaign comes to life beyond your initial launch outreach.

7) Setting it and forgetting it.

Following our same theme as above, with all the work that goes into a product launch before, you shouldn’t be ignoring it after. Don’t forget to track analytics: paid media, sales data, digital analytics, customer service inquiries, sample requests, rebate redemptions, the list goes on. Stick to your launch plan and own it, but give yourself enough grace to pivot as needed. Not to mention, you’ll be better prepared for your next product launch down the road.

Track, track, track! The good, the bad, the ugly. Don’t be afraid to pivot halfway through.

Have a product launch coming up? We’d love to help. Reach out to Anita Nelson at anita@infoodmtkg.com or 612-353-3410 to chat!

Measuring the ROI of Foodservice Campaigns (Beyond Case Sales)

Beyond actual sales, a campaign is only as good as the data you collect. This data not only proves return on investment (ROI), but can also play an important role in future campaign planning. Unfortunately, in foodservice marketing, case sale information can sometimes come in months after campaigns are complete. Luckily, there are other methods for gauging success in the meantime.

Here are 3 creative ways to measure value in a foodservice marketing campaign before case sales come in:

1) Incorporate a survey into your campaign.

When planning your campaign, think about how you can incorporate real-time feedback from operators. You don’t need to create a 7-page survey and give away gift cards to anyone who completes it—it can be as simple as adding one question to a sample request form or adding a poll to your campaign landing page. Survey touchpoints throughout campaigns gather valuable data you can use in a multitude of ways. Consider questions about their menu, their biggest pain point, or what products they would like to learn more about.

2) Utilize a campaign hashtag.

Social media is becoming more and more important in foodservice marketing. Utilize a campaign hashtag to measure reach and engagement. Perhaps you can see how operators are using products, or you could require using a hashtag for entry. Hashtag tracking tools not only allow you to see the volume of hashtags that are being used, but also offer valuable insights into location, context surrounding the hashtag, platforms and more. Make sure to use a hashtag unique to your campaign that hasn’t been posted before, rather than something generic like #foodservice.

3) Get nitty-gritty about website data.

How can you go deeper than the classic three website metrics—time on site, bounce rate and pages per visit? Set up conversion tracking to see if operators complete the desired task, such as signing up for a webinar, on your landing pages. Hone in on their website experience—where are operators going next on your site? Use UX tools, like Lucky Orange, to understand the operator journey. Consider how you can bring operators closer and closer to product pages, requesting samples, or reaching out to sales reps.

While a campaign is only as good as the data you collect, data is only as valuable as your insights. When you’re waiting for those much-anticipated sales numbers to roll in, use these valuable metrics to showcase ROI and feed into future campaigns.

Ready to jump in but don’t know where to start? Contact Anita Nelson directly at 612-353-3410 or anita@infoodmktg.com to chat about how we can help boost and track your foodservice marketing successes.

5 surprising things foodservice marketers should know about operators

Marketing is forever evolving – but there are a few constants we’ve learned after 25 years of working in foodservice advertising. Read on for 5 surprising things marketers should know about foodservice operators.

1. They don’t necessarily know who you are.

An operator’s day-to-day is busy and full of variety – from developing menus to fit their patrons’ tastes, to meeting with distributors, and making sure their operation is well-staffed and profitable – they have a lot on their plates. Even if they’re interested in interacting with someone other than just their broker or distributor, searching for manufacturers’ websites isn’t at the top of their to-do list. So, while it’s valuable to have great resources for operators on your website, it’s even more vital to find ways to establish direct-to-operator relationships so they’ll know to look to you as a resource and partner. Make sure you’re using tools like paid search, emails and digital campaigns to drive them to your website.

2. Email isn’t always the best way to reach them.

You might think that your offer or new product is so exciting that it’ll incite an operator to act the first time they see it in their email inbox, but unfortunately that’s rarely the case. According to the “Rule of 7,” your prospects need to come across your offer at least seven times before they even notice it and take action. Put yourself in front of operators in a variety of ways, multiple times. Embrace social media, email, print, direct mail and even tradeshows to establish a presence in operators’ busy headspace. Their days are full of variety – checking their phones for orders, helping out in the kitchen, interacting with patrons and brokers – so your communication should be as well.

3. They aren’t usually searching for “foodservice recipes.”

Creating recipes centered on your products is energizing for brands, but it’s not necessarily where foodservice operators look for inspiration. In fact, we often hear from operators that they are looking to the Food Network, Pinterest, their favorite bloggers and even their own grandma for their recipe research. Operators are skilled at adapting recipes to work in a foodservice setting. Instead of curating a slew of recipes for your products, consider shifting your focus more to recipe inspiration or creative ways of solving problems operators face, such as how they can menu one product multiple ways.

4. They care more about clean label than you think.

Operations that market themselves as healthy and clean are clearly committed to splurging on clean label products. While not every operation falls under this category, that doesn’t mean that the remaining operators aren’t interested in buying clean label. In our research with operators, even those who don’t emphasize these clean attributes on their menu are still interested in these products – simply because they care about the quality of ingredients and integrity of the cooking process. More times than not, they are willing to pay the extra price for a high-quality, clean product for reasons beyond their consumers simply demanding it.

5. They are always willing to try samples.

Even in the busiest of times, operators ensure that they are offering their patrons the best products on the market. So, when there’s an opportunity to test new menu items, they definitely will, especially if you make it easy for them. Given the nature of their business, operators are hands-on learners – willing to jump in as needed, create in the kitchen and run all aspects of their business. Sending free product samples is a sure way for them to experience your product and decide for themselves.

Looking to grow your foodservice business? With nearly 25 years in B2B food marketing, we bring expertise and experience to heat up your sales. Contact Anita Nelson directly at 612-353-3410 or anita@infoodmktg.com.

5 Social Media Tips You Need to Know (for Foodservice Manufacturers)

Social media marketing comes with its own set of nuances and unofficial guidelines. Even more so when you’re marketing in the B2B space. Read on to discover a handful of social media tips and tricks for the B2B industry we know best—foodservice.

Understand your goals
- Are you using social media to drive traffic to your website? Increase brand awareness? Generate leads for your sales reps or brokers? Give operators recipe inspiration? Perhaps it’s a combination based on a variety of campaigns? Whatever the answer, this is something you need to know before posting.
Have a strategy (don’t wing it)
- Know your audience and social media platforms. What kind of content would they like to see and where? What voice do you want your brand to have on these outlets? This doesn’t have to be the same on each platform. For example, you might reserve Instagram for recipe information or LinkedIn for new products and tradeshows.
Tap into your network and be authentic
- The old saying, “It’s about who you know, not what you know” rings true. Tapping into your network on social is a great way to build a loyal following. Plus, it humanizes your brand and gives you added credibility. Recognize your chefs, sales teams, distributors, and other team members on social media. Showcase behind the scenes peeks, innovation ideas and what goes into making products. Overall, show that what you do takes a team!
Engage with operators
- Follow restaurants and influencers on all of their social profiles. Like their posts, comments and spark conversation. This is great for reminding operators about your offerings and getting them to see your posts.
Make followers feel special
- Acknowledging and responding to the comments and messages that come through your notifications is a starting point to making your followers feel important. Expand on this by offering more incentives to follow, such as sneak previews for new products or the first chance to win a giveaway.

All in all, social media is a great place to try new things and find what works for your brand. Use these tips to get your start or to freshen up your online presence. Stay tuned for what not to do on social media—coming to the blog soon!

From developing social media strategies to community management and reporting, we bring expertise and experience to achieve your social media marketing efforts. Contact Anita Nelson directly at 612-353-3410 to discover how you can grow your foodservice business.