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Foodservice Marketing - Reach Operators
Industry Fast Facts *
Industry Stats
Share of the Foodservice Dollar

2005 Sales
(Billion $)
Commercial $437
Eating Places 326
Drinking Places 15
Managed Services 32
Hotel / Motel Restaurants 25
Retail, Vending, Recreational, Mobile 39
Other 39


Cornerstone of the U.S. Economy
Foodservice-industry sales are forecast to advance 4.9% in 2005 and equal 4% of the U.S. GDP.
The overall economic impact of the restaurant industry is expected to exceed $1.2 trillion in 2005
Average unit sales in 2002 were $730,000 at fullservice restaurants and $619,000 at limited-service restaurants
More than seven out of 10 eating-and-drinking places are single-unit (independent) operations.
More than seven out of 10 eating-and-drinking places are single-unit (independent) operations.


*Information courtesy of the
National Restaurant Association

Download the NRA Industry Fact Sheet
 
At $476 Billion per year, the foodservice industry is immense. Restaurant owners, managers, executive chefs, and purchasing agents are very busy people. After all, the industry is responsible for 47% of every food dollar spent in the United States.

So how do you win the attention of restaurant and foodservice operators with purchasing authority?

The answer is simple. Go where the operators are ....and this starts with the Circle of Influence.

Foodservice Operator's Circle of Influence Industry Circle of Influence
The foodservice operator acquires industry and product information from a wide variety of sources, including online communities, publications, and day-to-day trading partners. As a supplier attempting to gain market share, it's imperative to capture mindshare at many different levels.

So where do you focus your attention? Let's look closely at each option.

Online Communities and Publications

It wasn't long ago when companies were limited to trade publications when it came to reaching operators with great frequency. Manufacturers purchased $15,000 print ads hoping to bolster brand awareness. Like television ads, the focus was on artwork and creativity rather than performance and measurement.

Then the Internet emerged and the world changed. Foodservice operators connected to the Internet in droves, and it's now estimated that 75% of the nation's 900,000 operators are online.

Operator-based communities like Foodservice.com were created to serve this vast audience, and manufacturers gained new abilities to launch campaigns and measure impact immediately.

Today ads are not only served to a distinct audience, the measurement by segment is now possible, and rich interactive media has opened new possibilities for capturing an operator's attention.


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