Foodservice manufacturers contend every day with a large number of continually changing factors that influence demand for eating away from home. The impact of these factors tends to be highly localized – the things that influence demand in a particular geographic territory or for a specific customer type are likely to have a different impact elsewhere. Marketing managers at foodservice manufacturers need to align their marketing budgets and priorities with these demand factors - however they face some significant challenges.
Houston-based Sysco Foods is the market leader in the $200 billion US foodservice industry that supplies the food away from home (FAFH) sector of the market. To sustain this leadership position requires the ability to satisfy a diverse and numerous customer base with the products and fulfillment they desire, at the most optimal terms achievable for Sysco. In order to make the most of every transaction opportunity, Sysco’s sales and marketing professionals need to understand the nuanced factors that will result in the highest probability of success.