The Evolving State of Foodservice + 2026 Marketing Playbook
We asked leading chefs and foodservice professionals how they discover and choose products today.
The short answer: a lot has changed in the last five years.
Restaurant operators are using digital tools to actively compare, research and decide on preferred equipment and food products long before speaking with distributors.Â
This report reveals what drives their decisions, where they source information and how foodservice suppliers can adapt marketing strategies to truly resonate.
Key Report
Takeaways
The New Reality
Today's operators are more informed and have access to more research tools than ever before. They're making decisions with input from peer networks, trade news, social media and industry events—not just sales presentations or distributor catalogs.
The Opportunity
Foodservice suppliers who create pull-through demand and meet operators across multiple touchpoints are positioned to capture market share from competitors still relying on outdated approaches.
Your Next Steps
This report provides the roadmap. Learn what specific tactics are working and how you can start building your new foodservice marketing playbook to better engage target operators.
Expert Panel
Insights
Distribution alone doesnt guarantee sales.
Creating pull-through demand strengthens distributor relationships. When asked, 100% of chefs said they have requested specific products from distributors.
Chef partnerships are on the rise.
Chef endorsements drive menu adoption among peers. Collaborating with culinary personalities creates authentic, trusted content about product quality and real-world applications.
Social media is shaping back-of-house decisions.
Operator use of social media as a sourcing tool continues to rise year over year. Platforms like Instagram are directly impacting what shows up in kitchens.
Multichannel marketing is now required.
From tradeshows and trade news to email and social media, suppliers must meet operators across multiple channels. The number of touchpoints continues to rise as buyers do more self-led research.
Direct connections with operators pay off.
Targeting independent operators has become a profitable strategy, made possible by new segmentation tools and digital marketing tactics. Success hinges on hyper-personalization.
Storytelling is imperative.
Price and quality still top the operator's priorities list, but a supplier’s personality and values matter, too. Content and promotions should include people, not just product specs, to connect on an emotional level.
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