A foodservice supplier alert. Your product is only the point of entry into a highly competitive segment. What makes the difference is your insights and resources to be a valued partner.
Today, the role of a supplier is much more than the product you produce. It’s about how to leverage the product to become a true partner with your customers. The owners and operators can purchase from a variety of suppliers for any product or service. The critical difference in the decision process is how and what you do to support the operator.
As a Marketing Director for two national restaurant chains, it was the suppliers who took the interest and initiative to support the sales of the specific product by developing unique recipes/menus, staff incentive programs and/or guest promotions. The results were an increase in overall sales and volume for both the restaurant and the supplier - a win-win!
I do realize there are budget and man-power limitations, but the investment does not have to be significant. Its more about the effort and the empathy you demonstrate to the operator that you are not only willing to support the product but more importantly, your partner.
There are a variety of effective strategies and tactics a supplier can leverage to go above and beyond the product, such as:
• Recipe and menu development
• BOH staff training and enhancement
• FOH training and retention incentives
• Supplier social marketing
• Management training and education
• Chain store and area incentives
• Guest incentive promotions
• Friends and family programs
The critical aspect to developing an effective sales support program is to think “Customer First”. Be sure to ask what is unique about the operator, what are their needs, how can the budget be spent effectively and efficiently to drive the greatest results? Be sure to execute some due diligence to identify the specific needs and the unique attributes of the brand and operations. This will aid in developing an exclusive and very successful strategy.
Remember its not about the product you make. Rather how you leverage the product to make a true and beneficial partnership with the operator.
What effective partnership programs have you experienced as an operator or a supplier?
Scott Moore, President of Stir Creative Communication Inc., has been helping foodservice and hospitality suppliers and operators increase sales for over 30 years. For innovative and revenue-increasing programs, marketing and promotional campaigns and much more, contact Scott at 905-484-3094, scott@stircommunications.ca, or visit www.stircommunications.ca.