Focus on Foodservice: Busting the Myths
Foodservice is evolving fast, from contract catering to fine dining, QSR to workplace restaurants. But with change comes misunderstanding. We spend a lot of time talking with chefs, catering managers and manufacturers, and we’ve noticed a few persistent myths that keep cropping up.
So here, Hamish Renton takes on three of the most common myths in foodservice today, and explains why manufacturers and brands need to think differently if they want to win in this dynamic, complex channel.
Watch the video of Hamish Renton tackling these myths in full:
Myth 1: The Chef’s Job Ends Once the Food is Cooked
It’s tempting for manufacturers to believe they’re just supplying ingredients for cooking – but the chef’s role doesn’t stop at the stove. From stock control and timing, to plating, temperature, customer feedback and even waste management, chefs are at the centre of a finely tuned choreography. Products need to fit seamlessly into that wider kitchen reality.
Myth 2: Foodservice is Becoming Deskilled
Spend time in a real kitchen and you’ll see that foodservice is anything but deskilled. Chefs are balancing attention to detail, stock management, people leadership, menu customisation and allergen requests, often in real time. Manufacturers need to understand this skill intensity, and design products that support chefs’ needs across every stage, from storage to service to end-of-life waste handling.
Myth 3: One Size Fits All
From cafés to contract catering, quick-service restaurants to fine dining, foodservice is far from uniform. In fact, a café may share more similarities with a corporate caterer than with another café. Standardisation is appealing to manufacturers, but in reality, segmentation and flexibility are key. Foodservice is dynamic, with formats evolving constantly, and suppliers need to keep pace.
These myths matter, because what you believe about foodservice shapes how you design, position and support your products.
If you’re looking to take your exploration of foodservice further, please get in touch, to find out how we help manufacturers, brands and suppliers translate these insights into product strategies, channel segmentation and supply chain advantage.
