understanding operator needs
WHAT DRIVES PURCHASE DECISIONS?
Operators value product quality, price and flavor above all, with profit potential and ease of use playing a bigger role for commercial operators. Discounts and promotions also influence decisions, especially for smaller restaurants.
TOP PURCHASE FACTORS
Quality:
Price:
Taste/flavor:
Profit potential and ease of use matter far more to commercial operators (63% and 51%) than noncommercial (18% and 32%).
Cost is just as important as premium claims (e.g., organic, no antibiotics ever, clean label) for both commercial and noncommercial operators — 12% value claims most, 57% balance claims with cost and 23% prioritize cost alone.
When talking to commercial operators, lead with profit and ease—they care most about what drives the bottom line and keeps things simple. Both commercial and noncommercial audiences focus on value over buzzwords.
PROMOTIONAL SUPPORT VALUED MOST
Direct discounts (61%) are the top promotional driver of purchase decisions, followed by free samples/trials (43%).