Technomic study reveals shifts in foodservice operator's path to purchase

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Sep 23, 2022, 08:00 ET

New study identifies shifts to e-commerce and changes in how foodservice buyers learn about products and services

CHICAGO, Sept. 23, 2022 /PRNewswire/ -- Technomic's newly released The Buyer's Journey in the New Digital World Multi Client Study uncovers foodservice operators' paths to purchase, as well as the roles traditional, social and digital media play both directly and indirectly into the buying journey.

"To better understand how buying patterns in the market are transforming, we launched a brand-new study surveying 500 operators, as well as conducting in-depth interviews with operators via bulletin boards and at the National Restaurant Association Show, to explore purchase drivers, the role of digital ordering platforms, traditional sales channels and how various forms of media impact product search and discovery," explains Rich Shank, senior principal and vice president of innovation at Technomic. "The pandemic has changed the buyer's journey, and it will continue to call for manufacturers and distributors to shift communication strategies as their buyers evolve."

Key findings include:

87% of limited-service restaurant (LSR) operators and 85% of c-store operators agree that e-commerce platforms have become easier to use since March 2020
90% of LSR operators have increased usage of e-commerce platforms since March 2020
55% of operators read trade publications regularly
41% of operators go to their distributor website and search for products when searching for new products or replacements

Learn more: https://www.technomic.com/buyers-journey-new-digital-world

Contact: Patrick Noone, (312) 506-3852, [email protected]

About Technomic

Technomic Inc., a Winsight company, was founded as a management consulting firm in 1966. Since then, Technomic's services have grown to encompass cloud-based B2B research tools, consumer and menu trend tracking and other leading strategic research and analytic capabilities, to prioritize and size business opportunities. Our clients include food manufacturers and distributors, restaurants, retailers and multiple other business verticals aligned with the food industry that are looking to make informed decisions to support their business growth. Visit Technomic at www.technomic.com.

About Winsight

Winsight LLC is a business-to-business information company serving the restaurant and noncommercial foodservice, convenience and petroleum retailing and grocery industries. Winsight provides research and analytics, branding solutions, face-to-face opportunities, lead generation initiatives, and content marketing services through products including subscription data products, reports, research tools, research programs, fully custom studies, conferences, custom marketing services, meetings, print and digital trade media. To learn more, visit winsightmedia.com

SOURCE Technomic