2022 Foodservice Marketing: Leap Frog or Dead Frog

Meet tomorrow’s consumers where they’re headed.

Noise, noise, noise. With disruption comes innovation and a flurry of newness – and a feeling of chaos. While manufacturers and suppliers mobilize to plug holes on logistical outpours, consumers are advancing use of new (and more) technology platforms and expecting faster, better dining experiences both on- and off-premises.

That means it’s either a leapfrog or dead-frog outlook for marketers.

Here are 5 things you can do now to leap in 2022.

#1. Position your brands for tomorrow’s audience.

It’s all about designing experiences for your customer and understanding your customer’s customer. We’ve developed proprietary deliverables to help you stay organized and intentional.

#2. Know and understand how ghost kitchens work, because they’re not going away.

According to Deloitte research, “Almost four out of five (79%) customers said they are likely to order from ghost kitchens, a trend which is 20% higher than a year ago and 32% higher than two years ago.”

#3. Play clipped video content marketing and sales training to your advantage.

If there’s any one media that will continue to soar, it’s short-form video. Used for both inbound and outbound marketing, video content will be table stakes for your brands. The trick is to create pieces that can be repurposed for multi-use.

#4. Keep up with advanced experiential marketing, which is taking off like a meta-rocket.

Just look at what TikTok Kitchens (virtual kitchens) is up to for a sneak peek at the quickly changing dining experience: “TikTok Kitchens will make use of a restaurant’s existing kitchen and employees but will provide the training, food packaging, and TikTok-sourced recipes.” We can help you make sense of it all.

#5. Break through to operators and amplify your existing marketing and sales efforts with paid media.

Advertising doesn’t have to be hard. Our strategists can add clarity on how to prioritize your resources to benefit your program – from trade and site-direct buys, to programmatic and digital retargeting, to lead-generation in specific platforms like LinkedIn.

Leap into the new year with a solid strategy, and you’ll be sure to stick the landing.