Menu Magic: How to Get Your Product on Restaurant Plates

Rob Wynn

Rob Wynn

Me and my team are here for one reason only: to help you and your business reach as many of your ideal customers as quickly as possible.

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Cracking the Restaurant Code by Cottonbroon Pexels.com
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So, you’ve dreamt up a game-changing product perfect for restaurants. Now comes the challenge: convincing busy chefs and owners that your innovation belongs on their menus. Laura Gozney, co-founder of Gozney, makers of commercial and residential stone fire pizza ovens, has built a successful business in the restaurant industry.

Below, Laura shares some of her battle-tested tips to help you get your foot in the door…

Target the Right Audience: Casting Your Culinary Net

  • Big Fish, Small Pond: Don’t be intimidated by size! Aim high and approach established chains—they can be a launchpad for national success. However, remember these giants often have long-standing supplier relationships. Consider partnering with distributors to reach them indirectly.
  • Local Legends Matter: Don’t overlook independent restaurants. They can be trendsetters, building a strong local reputation for your product and paving the way for wider recognition.
  • Network Like a Ninja: Leverage your existing connections. Skip generic networking events and target those relevant to your niche. A good reputation speaks volumes – happy customers are your best advocates! Look for up-and-coming brands on social media that could be a perfect fit for collaboration.

Customer-Centricity is Key: Speaking the Restaurant Language

  • Focus on Their Needs: Don’t just sell, solve! Understand their pain points and tailor your pitch accordingly. What challenges can your product address? Highlight efficiency gains, cost savings, or a unique selling proposition they might not have considered.
  • Listen Up!: Ditch the aggressive sales tactics. Be a good listener and discover what the restaurant owner truly needs. Show them how your product solves their problems or unlocks new possibilities they hadn’t envisioned.
  • Let Your Product Do the Talking: Showcase your offering in action! Share photos and videos of restaurants using your product successfully. Invite potential clients to sample your wares and experience the difference firsthand.
  • Respect Their Rhythm: Remember, restaurant owners are busy bees! Avoid calls or visits during peak hours. Demonstrate an understanding of their daily grind and they’ll appreciate your consideration.

Building Trust Through Branding: Confidence is Contagious

  • Brand Power: Your brand identity speaks volumes. A strong, professional image conveys quality, vision, and reliability. However, avoid overpromising with flashy branding that doesn’t reflect the product’s capabilities. Showcase your product effectively, tell your story, and project a sense of ambition and growth.

Long-Term Relationships: Beyond the Sale

  • Partners, Not Just Customers: Getting your product on the menu is just the beginning. Build long-term partnerships by ensuring your product functions flawlessly and continues to meet the evolving needs of the restaurant.
  • Nurture All Relationships: Big or small, every client matters! Independent restaurants can become powerful advocates as they establish themselves. They often have a loyal customer base that values their commitment to quality ingredients. Foster open communication, ensure product performance, and prioritise excellent customer service as your business expands.

The Takeaway: Strategic Planning is Key

Start planning early! Research, network, and build relationships – all these efforts will pay off in the long run. You’ll build a base of loyal customers who could become the cornerstone of your business success.

  • Are you navigating the restaurant market with your product? What challenges have you faced?
  • What tips would you add to our list for getting products onto menus?
  • Share examples of companies that have successfully disrupted the restaurant industry with innovative products.

By sharing knowledge and fostering open discussions, we can empower each other to thrive in the exciting and ever-evolving world of the restaurant industry. Let’s get the conversation started in the comments below.

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