Restaurants Also Serve Food
I’ve had decades of experience in the foodservice industry, helping companies sell as successfully to restaurants as they do to retail outlets. This book is based on my experience working with executives in fast-moving consumer goods companies who succeed in selling to retailers but struggle to replicate that success when they sell to restaurants and other operators in the foodservice sector.
While both retailers and restaurants buy food, only retailers sell food - restaurants also sell something else. In this book, I go into detail about the nature of this ‘something else’, why it is so fundamentally important and what it means for people who supply food and the myriad other products that foodservice operators buy and use every day.