Foodservice operators have difficulty finding and placing orders for specific brands on distributor Web sites, according to a new report by Datassential. Titled “How Operators Buy,” the study found just 25 percent of restaurant operators who order online “always” or “often” search by brand, with many operators complaining that sites make it difficult to locate the specific brands they want. This opens the door to preferred brands being ignored when it matters most – at the time of purchase, according to the report.
Another hurdle for manufacturers is brand inconsistency on distributor ordering sites, according to Datassential. The company advises that the industry needs to work towards uniform presentation of brand names and product descriptions on these sites. If abbreviations are used, they should be done in a way that is intuitive, easy to remember and aggressively promoted.
As GS1 standards move us toward consistent presentation of our products, manufacturers can get a head-start by partnering with Profile or other recognized methods of standardization.