By Fiona Hamilton, director of strategic growth 

As the conflict in the Middle East continues to disrupt supply, food inflation remains high, and consumers spend more cautiously, pressure is increasing on foodservice buyers.  

The impact is clear: less time, tighter margins, and little appetite for just another product pitch. 

Buyers need solutions that work in the reality of a busy kitchen. And that shifts the role of marketing and how we sell. For those that want to win, it becomes less about pushing products harder and much more about showing how you solve real operational challenges. 

The brands cutting through are starting with the problem – labour, consistency, cost, speed, additional profit potential – and showing where their products can help. 

Get that right and buyers don’t just see your product. They see it working in their world. Which is much more likely to result in a ‘yes’. 

How to reframe your narrative: 

Start with your USP – but make it relevant
Differentiation still matters, but only if it connects to a real need. Don’t just ask what makes you different; ask why that difference matters in a busy kitchen. If it doesn’t save time, reduce stress, improve consistency or drive profit, it’s not your strongest story. 

Prove there’s demand
Buyers are risk-averse so demonstrate that your product is already resonating with consumers. Use strong social proof to build immediate trust and credibility. That could be usage data (“9 out of 10 consumers would choose X”), or compelling consumer testimonials. 

Highlight your operational edge
Focus on tangible improvements your solution delivers in practice: faster service, simpler prep, lower costs, or improved labour efficiency. The clearer the day-to-day advantage, the stronger your proposition. 

Quantify the commercial impact
Show how your offer improves performance where it matters most – margin, throughput, or meal-time spend. Wherever possible, give numbers to it to turn interest into a clear business case. 

Speak your buyers’ language
Lose the brand jargon. Step into their world – whether that’s the kitchen or boardroom. Talk covers, wastage, labour constraints and service pressure. When buyers feel understood, they’re far more likely to engage. 

At its core, this approach is about reducing risk. The more proof you provide, the easier it is for buyers to make a decision. Then the faster your sales team can move. 

Create your selling story 

If you need help shaping your brand narrative, let’s talk.