How do I supply branded chains?

Identified branded foodservice as a key growth market but not sure where to start?

There are many branded foodservice chains, each with their own buying structure. However, with some key information and guiding principles, you can start to develop your plan. This guide will outline the main areas for consideration and some best practice. All the key consumer dynamics – time pressure, convenience, more disposable income and desire for leisure pursuits – indicate the future looks good for foodservice. In the mass market, branded food chains predominate. This is the most active and competitive foodservice sector. Recent years have seen a huge increase in activity here, fuelled by format, continued rise in ethnic food, daypart eating and the consumer’s apparent insatiable appetite for “themes”. The number of outlets in a chain will vary from 10 to 1,000. In the main, the major chains are serviced through delivered wholesalers. However, the listing is most often agreed by the chains’ head office. This then precipitates the wholesale arrangement. The focus of this guide is therefore how to approach the chains to secure a listing.