Food service channel developer
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MenéameOther denominations
Specialist in new sales channels, Specialist in food service channel studies
Description
A specialist in the development of food service channels is the professional in charge of studying new clients toward which food companies could direct their efforts. Food Service basically consists of those companies that cater to consumers who want to eat outside the home. These channels are comprised of both traditional and modern restaurant services, which include: food services (catering, fast-food restaurant chains, etc), group restaurant services (schools, army, hospitals, etc), and other ways of reaching the end consumer, such as vending machines (ex.: machines selling drinks, coffee or snacks).
A specialist in the development of food service channels observes these new markets, as well as their needs, and analyses this information in order to carry out the actions necessary for adapting the product/service portfolio and selling them in these new channels.
Tasks
- Observe and study the markets for food outside the home (the Foodservice industry) in which the company works, or into which it is expected to move in the future. The Foodservice industry comprises: traditional catering (bars, restaurants, cafs...); modern or organised catering (fast food, themed restaurants, chains, hotels); social catering (schools, universities, nurseries, school camps, hospitals, nursing homes, work canteens, the army, religious communities...); and other services such as Delivery (products are delivered to someone's house), Take Away (products prepared in order for the customer to take home) and Vending (automatic dispensing machines). The tasks carried out in this field are:
- Plan and manage the definition and goals of studies. Carry them out with their team or outsource them to a research organisation.
- Analyse the results of studies:
Analyse economic data, sales operations, marketing processes, profitability.
Analyse different clients (restaurants, hotels, schools...). Study and keep track of: attitudes and usage; motivations, positioning, satisfaction, users/consumers, loyalty, profitability, etc.
Analyse the effectiveness of advertising, promotion and communication carried out by the company or by the competition.
Analyse the company's products and those of the competition in order to be aware of their positive and negative features: the physical and sensory attributes, packaging, label, price, branding tests, associated services, profit margins, rotation, etc.
- Set out guidelines and provide the necessary information for the reaching of strategic, far-reaching decisions in the various departments of the company, in order to place the product in the following new sales channels:
- With the R&D team: Propose and participate in the process for the innovation and/or adaptation of food products on the basis of the demands of specific clients, since this has an impact on the definition of the: packaging of the product as a communication element, format, size, colour, quantity. Consider the product's physical, organoleptic, nutritional and/or functional properties. Also bear in mind its adaptation to trends in the food market.
- With the Marketing team: Propose and participate in the processes for the definition and assessment of communication and promotion/sales methods for each of the various sales channels: distribution (wholesalers, cash&carry, own retailers, etc.) and also direct sales to consumers/cooks.
- With the Salesperson: Propose and define marketing specialisation strategies, depending on the different types of clients (ex.: to the restaurants, in addition to the product, suggestions can be made regarding menus, cook books, product demonstrations, etc.)
- Verify the actions carried out by the company, at the level of communication, new product launches and sales, in the Food Service area.
| Catalan | Beginner
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| English | Advanced
