A foodservice operator has ten precious minutes between shifts. In this fleeting “down time,” she has a big decision on her mind. Her kitchen counter space is limited and an undercounter refrigerator sounds like the perfect solution. But her expertise is in stir frying, not restaurant equipment.
Where does our busy operator turn now?
Will she page through food industry publications, text an industry colleague for advice or turn to online user reviews? Will she contact a sales rep, or is it too soon for that?
To truly understand which media formats guide the decision process of operators, a new food industry research study was conducted with professionals from every segment of the industry. The “Media Consumption Behaviors and the Decision-Making Journey of Foodservice Operators” Study was developed by Boomm Marketing & Communications to help foodservice marketers make better-informed decisions when creating communications strategies. The research was conducted by leading foodservice research firm Product Evaluations.
The top 5 media formats in the foodservice information age
When asked which media formats operators used to guide their buyers’ journey, 15 different sources were cited. In addition, the study revealed that operators use 12 sources on average to inform their decisions. These sources ranged from personal contacts and sales representative interaction to internet contact and media content.
The number and scope of sources used is important to foodservice marketers. It indicates that operators have embraced an omnichannel approach to decision making in the foodservice information age.
The study also examined which media formats operators used most and what formats had increased or decreased use over the previous year. Here are the formats that rose to the top.
Top 5 media formats:
- Website Content
- Mobile App
- Mobile Content
- Online User Review
- Person-to-Person Contact
Top media formats where use has “increased dramatically”:
+ Mobile App
+ Mobile Content
“When it comes to purchase decisions, operators definitely do their homework,” said Gary Mattes, CEO of Boomm. “They leverage content, person-to-person contacts, social media, trade shows and traditional channels. The study uncovers their media preferences at each phase of the sales funnel. We knew this information would be vital to foodservice marketers.”
New media format preferences infographic
To learn more about the media formats foodservice operators use to guide their purchase decisions, check out the new infographic.
In addition, a series of white papers from the new food industry research study are available for download now. They follow the buyer’s journey for a number of important purchase decisions aligned to the sales funnel and show where different segments of the industry turn for information.