understanding operator needs

PREFERRED RESOURCES FOR MANUFACTURER INFORMATION

Operators prefer direct communication from manufacturers — via trade shows, in person or digitally — though preferences vary by industry. Meet operators where they are by tailoring outreach to their industry; personalized, hands-on engagement builds stronger relationships and trust.

	Total %	Commercial %	Noncommercial %
In Person	43	44	40
Trade/Food Shows	38	38	40
Manufacturer Email Newsletters	31	26	46
Manufacturer Website	27	25	34

*Bolded numbers indicate a significant difference between industries and restaurant types.

THOSE 50 OR YOUNGER

Digital brochures (25%) and short videos (19%) are becoming go-to sources for information for younger generations. Only 35% of this demographic use trade media — compared to 49% of operators over the age of 50.

MONEY MATTERS

Commercial operators in a location with $1 million or more in annual sales want direct contact —

half expect in-person info from manufacturers, compared to a third of those in lower-volume locations. Operators with higher annual sales are also more likely to seek out trade shows, compared to their counterparts.