For a deeper look at how the foodservice buyer journey is evolving, download our new report.
What’s Hot Right Now: Discovery Is Moving to AI and Suppliers Need to Show Up
AI-powered search has become one of the primary ways operators explore and evaluate suppliers, often before they ever visit a website or speak with a rep. Yet many suppliers still aren’t optimized for the channels operators consult first, including tools like ChatGPT, Gemini and Perplexity. As a result, AI engines surface competitors whose content, media presence and expertise are easier to access, interpret and evaluate.
Here’s why AI can’t be an afterthought in your 2026 strategy:
Operators switch vendors more often — but only during a narrow buying window
In a given year, vendor switching has increased from 14% in 2018 to 20% in 2025. But the majority of the time, operators aren’t actively evaluating new partners, making visibility during their rare “in-market” moments essential.
AI is becoming part of those in-market moments
When operators look for solutions (new menu ideas, efficiency tools, ingredient sourcing), AI is the first filter. Brands that appear in AI results earn early consideration before competitors even enter the conversation.
What can suppliers do?
- Ensure your website clearly addresses the questions operators are asking. AI tools prioritize content that demonstrates expertise and solves real problems. Product-focused messaging alone isn’t enough.
- Publish insight-driven content grounded in operator challenges.
- Strengthen your earned media presence, which AI engines weigh heavily.
- Invest in award and top list opportunities, which AI also favors.
Check out our blog for more practical steps to strengthen your AI discoverability.
Industry News: Loyalty Programs Were Big in 2025. Here’s How Operators Can Make Them Work Harder in 2026
In our latest Influencer Insider column for Nation’s Restaurant News, loyalty programs emerged as one of the hottest discussion points of the year. But influencers emphasized a key truth: loyalty only works when customers clearly understand the value.
Creators shared that programs perform best when operators:
- Keep rewards simple and easy to redeem.
- Personalize benefits, such as rewards tied to a guest’s favorite items or preferred location.
- Integrate loyalty messaging into ongoing creator partnerships, where repeated exposure drives higher engagement and action.
In 2026, loyalty programs that are clear and part of a larger campaign will win.
News We’re Noting:
- Why Brand Building Is the Top Priority for CMOs in 2026: Only about 5% of your audience is actively in-market. The other 95% need consistent brand visibility before they start searching — reinforcing the importance of AI presence, earned media and insight-led content.
- Cannabis Is In, Booze Is Out at This Year’s Thanksgiving Table: “California sober” trends and NA beverages are shaping both retail and foodservice. This year, we partnered with Oliphant Brewing on an influencer campaign to promote their THC line (a look at where beverage innovation is heading).
- Report Links Original Research to Higher B2B ROI: A new review shows that original data and insights increase authority, engagement and conversions — aligning with what we see across foodservice suppliers who publish operator-led research and POVs.
Fresh Off The Press: Client Wins
- Bake Magazine: Golden Waffles, Dirty Dough Team up on New Waffle Bites
- Snack Food & Wholesale Bakery: Golden Waffles, Dirty Dough Partner on Waffle Bites
- FOODBEV Media: ‘Tis the Season for Functional Indulgence
- Modern Mom Probs: What’s for Dinner?: Real Talk About Family Meals
- On The Mocks: Holiday Party Drinks, Sorted
- That High Couple: Tasting Flight, But Make it Elevated
- FOX 28: Service Bar Unveils New Seasonal Menu with Craft Cocktails at Middle West Spirits
- EC&M: Mike Eby’s 2025 Holiday Wish List
- Connector Supplier: Waterproof and Hermetically Sealed Connectors Product Roundup
Belle Headlines
Webinar Replay: How Suppliers Can Build Operator Demand in 2026
Our panel broke down where operators are discovering products and how suppliers can build visibility on new channels. Plus, hear from your peers on their top challenges, recommended marketing mix and experience with AI. Check out the full recap on our blog, in case you missed it.
This month, we joined these trending conversations:
- The Branding Journal: The new rules of foodservice supplier branding
- Titans of Foodservice Podcast: The Modern Playbook for Foodservice Brands to Master Media with Kate Finley, Founder of Belle Communication
- Foodservice Director: Beyond the big name: Why the new celebrity chef partnerships run deeper
- Total Food Service: How to Build Demand to Support Foodservice Distribution
- PMQ Magazine: Scrolling, Searching, Sharing: How Pizzeria Owners Are Impacting Product Buying Decisions
If you’re finalizing next year’s plan or want to evaluate where your brand shows up in the new discovery landscape, let’s connect.
We’d love to help you build a marketing mix that drives demand.