In today’s rapidly evolving foodservice market, working with data-driven insights is crucial for creating successful category strategies. But how do you identify the right data and turn it into a clear, actionable category vision that drives growth? And more importantly, how do you ensure that vision translates into real-world results?
To address these challenges, we at GROUP7 have partnered with COOKS CrossOver, experts in trade marketing and category management, to develop the Foodservice Category Booster. This concept offers food manufacturers a comprehensive solution for developing and implementing a robust category vision.
What is the Foodservice Category Booster?
The Foodservice Category Booster is a one-stop solution for food manufacturers, enabling them to develop a category vision based on valuable data and insights, and successfully put it into practice. This vision is specifically tailored to the unique dynamics of different foodservice channels, such as catering, fast service, and fine dining.
The strength of the Foodservice Category Booster lies in the combination of three essential pillars: Insight, Direction, and Action. Below, we outline the 7 steps of this process:
Engaging trade partners: For a category vision to be successful, it’s crucial to understand the needs and expectations of wholesalers and key accounts. GROUP7 conducts interviews to gather these insights and align the vision with them. Insights
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Mapping the right data, trends, and insights:
The process starts by gathering all relevant data and insights, using both public and client-specific sources such as wholesaler data. In addition, we leverage our own research panels in the Netherlands and Belgium, which consist of 9,000 food professionals. This enables us to conduct both qualitative and quantitative research to gain accurate market insights. -
Engaging trade partners:
A category vision can only be effectively turned into strategy if you understand the expectations and needs of wholesalers and key accounts. That’s why we conduct interviews with these trade partners to ensure the vision is aligned with their goals. -
Identifying opportunities and challenges:
COOKS structures the collected data and helps identify opportunities and challenges for optimizing the category. Using practical templates, we provide quantitative insights into market positions and growth potential, enabling manufacturers to make informed decisions.
Direction
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Turning opportunities into growth drivers:
In a collaborative workshop, we work closely with you to identify the key growth drivers that are specific to your category and business. We take into account the different channels and the role of wholesalers, ensuring the strategy is fully aligned with market dynamics. -
Turning growth drivers into actionable ideas:
A strong vision doesn’t stop at identifying growth drivers; they truly come to life when they are connected to practical ideas that can be implemented within your organization. These ideas form the bridge between strategy and execution. -
Creating a compelling vision document:
All collected data, insights, and growth drivers are consolidated into an inspiring trade story. This vision document serves as a guide for presentations to trade partners, whether it’s a detailed presentation or a more concise session.
Action
- From vision to execution: Route2Work and Route2Market:
A category vision only becomes valuable when it’s put into practice. With the Route2Work and Route2Market approaches, GROUP7 and COOKS assist in developing and executing a strategic plan. This can range from product launches and concept sells to creating the perfect store. Thanks to our extensive experience in the foodservice industry, we guide every step of the process to ensure successful implementation.
Curious how the Foodservice Category Booster can help your business? Contact Carolien Plevier to explore the possibilities!