Finding a Brand Name Foodservice Program
Being in this industry for over 25 years, I know there are hundreds if not thousands of foodservice options available. So how do you choose the right one? Do you go with a cheaper generic brand or choose a well respective, proven name brand?
Apart from the actual products provided, it’s important to understand the advantages that a brand name foodservice program provides. Why? Because it’s proven that consumers are drawn to brand name concepts. NACS Show data reported in CSP Daily News that 53% of all foodservice customers are looking for a brand name. That number jumps to 61% for millennials! Why would it matter to your perspective customers? It’s all about the trust factor!
Brands Provide a Blanket of Security
Right or wrong, today’s choosey customers are looking for sure bets when it comes to their purchases. Many times, they simply steer away from unbranded or obscure brands because they can’t find feedback from peers or have never heard of it. There comes a sense of security and trust when you find a foodservice brand you’ve used before or have at least seen. You know they must be doing something right if they’ve been around for years, right?
Usually this thought process is completely subconscious. It’s why organizations spend billions on “branding”, they want to get their brands in front of people as much as possible. The more they see a brand, the more likely they are to trust it and thus make a purchase.
They are In It for the Long Haul
Another perk when it comes to bringing in a brand name foodservice program is simply longevity. If they have been able to build a recognizable brand they have some serious staying power. According to an INC article 90 – 96% of all business fail within 10 years. You don’t want to sign up with an obscure program that folds in 2 years leaving you high and dry… Be sure to educate yourself on the brand names you are looking into and if you want more security, consider a company that has been in business longer than 10 years.
Although you can never be sure about the future, a company that has a proven 10 year history will likely be there to support you 10 years down the road. This support and peace of mind can be invaluable (brand support is another article altogether)!
If you are truly serious about finding a top notch foodservice brand, you should visit their corporate headquarters as well. By doing this you are able to meet various different employees and uncover the real culture of the brand. You are also able to see first hand the resources that will be available to you as an operator.
The Power of the Brand
One of the best things behind a powerful brand is that they have multiple units across the country. This allows them to witness nationwide trends and be ahead of the curve. This means they have created products that the public wants! Likewise, it also allows them to negotiate better prices through volume purchases and this will help you to achieve better margins… It’s a win-win for everyone.
The ability to have data on national trends and having the buying power to ensure you get the best price, makes partnering with a nationwide brand that much more desirable!
Finally, to be successful in foodservice, you must provide consistency to the consumer. Successful national brand name foodservice programs should be laser focused on sourcing unique products while creating systems and processes around preparing and serving them consistently.
To elaborate on how powerful brands are, I’ll let the authors from a study out of Duke University and the University of Wisconsin sum it up, “…brands can automatically activate purchase goals in individuals and these goals can influence consumers’ product preferences without their awareness or conscious intent.” Said differently, our response to many well-known brands is rooted in our subconscious!
If you are looking for a company that specializes in name brand foodservice programs and has been named one of America’s Fastest Growing Privately Held Companies for the last 9 years, look no further than PFSbrands (www.pfsbrands.com) and our flagship Champs Chicken (www.champschicken.com) franchise. You get proven brands along with an unmatched level of support to improve your revenue – reach out to us and find out!
Copyright © 2018 Shawn Burcham. All Rights Reserved.