How do you develop culinary content that can move a foodservice operator to action? There are plenty of different approaches, but they pretty much all boil down to these two steps: identify a target’s wants or needs and satisfy them. Often, in away-from-home food, that means also satisfying the wants and needs of the consumer base.
Food data sources abound—industry publications, syndicated research, your own primary studies, Flavor Atlas™ (yes, a shameless plug) and more—and all are telling you which foods are trending where, when and with whom.
How do food marketers get the most from social media? It’s a perennial question that I tend to answer in the same way: the brands that use social media effectively are the brands that offer value up front. It’s a pretty simple idea, the foundational principle of content marketing, but it’s frequently forgotten when it comes time to populate a social content calendar.
Food is the ultimate sensory experience. Beyond taste, it engages one’s senses of sight, smell, touch and sometimes even hearing. But of all these ways of experiencing food, it’s the visual sense you can harness to the greatest advantage as a marketer. That’s why food photography and videography go hand in hand as key tools for telling a brand’s food or beverage story.