The Scoop: How to Win in Foodservice with Chris Butler

For this issue’s edition of The Scoop, we’re here with Radnor Hills’ very own Marketing Manager, Chris Butler. Chris first started working with the company many years ago, lending a hand in the factory during his school holidays. Fast-forward to now, and Chris has spent 11 years full-time with the company, moving through the departments and ranks, from roles in taste testing and sales right up to his current gig leading the company’s marketing team.

During his time at here, Chris has learnt so much about what makes a business tick in the world of foodservice, and is a bona-fide advocate for this ever exciting and fast-paced industry. Here are his top seven tips on how to ‘win’ for businesses starting out.

Number 1: Do Your Research

Before you launch, take the time to do your homework and thoroughly research your industry. Don’t think you need to go out and buy extensive (and often expensive!) data sets, though. Start with a boots-on-the ground approach. Simple, real-world observations can get you some of the most valuable insights.

Say, you’ve got an idea for a product to sell in cafés. Start by visiting a handful of cafés and simply do some good, old-fashioned people watching. See what people are buying – what’s flying off the shelves, and what’s not so popular? Do certain demographics buy certain products? Note that down. And get talking to people, too. Business owners are usually very happy to talk to you and share their experience and knowledge. Of course, quantitative data is important, but first-hand, qualitative research is often just as valuable.

Number 2: Get Specific with Your Product and Brand

Once you’ve done your research, the next, and critical, step is to get very specific. You need to be crystal clear about what exactly your product does and the problem it solves. Without this specificity, you’re making things hard for yourself when the time comes to market your product. You need to be able to communicate with absolute clarity how your product could make life better for the consumer.

A few questions you could ask yourself here are: what makes my product unique? what specific need does it fulfil? where will it be sold? Once you can strongly answer these questions, apply a bit of ‘so what?’ thinking, too. Is it healthier, tastier, more environmentally friendly? Think benefits, not features, and really focus on that first. If you can clearly define why a consumer would choose your product over someone else’s, you’re well on your way to a solid proposition.

Number 3: Own Your Niche

In a crowded market, trying to be everything to everyone can water down your brand’s identity. Instead, really embrace your niche and stick to it. Focus on where your product belongs in the market, and think hard about the specific audience you want to reach. It’s almost impossible to market something to ‘everyone’, so this tactic rarely ends up translating into successful sales.

Let’s say your product is a ‘healthy’ drink option. You’re best off starting with a focused approach, targeting health-conscious consumers in gyms and health food stores. You know most people in these environments have an above-average interest in ‘healthy’ options, so there’s a bigger chance of them noticing and choosing your product. Build a loyal customer base this way first, before thinking about competing with mainstream options in supermarkets. Working into your niche like this is a fantastic way to build trust and brand loyalty, which then puts you in a strong position to test different products with other audiences as your brand grows.

Number 4: Know Your Limits

While you’re working on finding and researching your niche, you need to be realistic about your product’s potential. If it’s not quite fitting into a certain market, or if the pricing isn’t quite right, it might not succeed. Make sure you really understand the limitations of both your product and where you’re trying to sell it. Loads of amazing and innovative brands haven’t made it in certain markets simply because they didn’t get it quite right.

Before marketing your product, take time to establish that it is a genuinely good fit for the space you’re targeting. If you find you’re not 100% sure of this yourself, seek feedback from others and be open to constructive criticism. As mentioned before, thorough research is crucial. You might come up with an incredible product, but if it’s too expensive (or cheap, for that matter), or your branding doesn’t resonate with the target audience, it won’t work.

Number 5: Get on Your Distributor’s Side

If there’s one relationship to focus on while you’re building your brand in foodservice, it’s the one you have with your distributors. These guys will be hugely influential in how your product sells, and to whom, so it’s really worth your while to build a first-class working rapport. Start by simply getting to know each other. Learn more about their business and tell them about yours. Share your goals, and what you want to achieve with your brand. This way, you can help them understand how to sell your product effectively, so it’s a win-win for your business and theirs. Clarity and specificity make all the difference, and involving them fully in the process can build trust and commitment in a mutually beneficial way.

These relationships can also help you identify new opportunities and areas for growth. Don’t hesitate to ask for your distributors’ feedback – they’ll have invaluable insights from working in the industry and might even suggest ways to make your product better. Treat them as an extension of your team, and remember that success for both your businesses is interlinked.

Number 6: Don’t Be Afraid to Innovate

Here at Radnor, we’ve got several distinct brands for our different products. Take Radnor Fizz and Heartsease Farm: one brand is a school-complaint range aimed at secondary school students, and the other is a line of premium soft drinks and mixers. They’re two brands that appeal to totally different audiences, and both are highly successful in their separate markets.

If you come up with a great new product idea that meets a specific need, don’t hesitate to explore it – even if it doesn’t quite match up with your current branding or product line. Innovation is all about solving problems for your customers. If you can identify a problem and create something new to solve it, go for it. You just may need to create a whole new brand as well!

Number 7: Celebrate the Wins and Remember Your Roots

Make sure to recognise your achievements and milestones, especially those early wins in your brand’s journey. Whether you’ve placed your first listing with a key distributor, landed a new contact or simply received some positive feedback for your products, don’t forget to acknowledge these successes and give credit where it’s due.

And, as you grow, remember your roots! Keep in touch with those original customers, and treat their business with the same respect and importance as any bigger accounts you might win later down the line. After all, it’s those early customers that had faith in your product and helped you on your way to later successes. In any industry, a good reputation can go a long way, and the relationships we build with our customers plays a huge part in that.