The IFMA Consumer Planning Program (CPP) conducts research on
topics chosen annually by program members. They just released a
new research report,
Product Brand Visibility at Foodservice
Operations.
CPP is a paid subscription program open to all IFMA
manufacturer members. The program works to understand
consumer and operator behavior and what manufacturers
can do to influence decision-making
.
Brand usage in the business-to-business marketplace is
frustratingly complex. Many operators devalue
brands since their patrons rarely see them. Others rely on
recognizable brands to deliver a sense of comfort and trust.
Knowing when and where to lead with brands is key. Information
revealed in this CPP research is valuable to both companies with
big consumer brands and those that are more focused on
distributor or proprietary brands.
In the report, several elements of effective brand use are
identified. For example, it turns out that no matter the brand
type (national, specialty, or distributor), operators personal
use of a brand impacts their operational use. While national
brands win front-of-house, they need to better compete in
back-of-house where distributor brands and specialty brands are
more successful.
To see the full
Brand Visibility
report and
learn a lot more about
leveraging
brands, IFMA members may subscribe to CPP.