Robert A. Corscadden, VP Marketing & Innovation U.S. Specialty Channels, Kellogg Company

Tagged in Board of Directors Leadership Manufacturer Members

Bob notes that one of the greatest innovations in foodservice over the past decade is reality food shows, which have turned cooking into drama and competition. People are now learning about foods and ingredients they never knew existed and are challenging operators to provide dishes that mirror what they see on TV.  

Describe your position/role (in your words)?

As the Vice President of Marketing and Innovation for Kellogg’s Specialty Channels, I play an integral role on the leadership team and lead long-term strategic development for the business unit’s category and brand strategies. In addition, I am responsible for driving innovation across all of our channels including: foodservice, convenience, vending, alternate retail, export, commercial and custom.

What do your customers appreciate most about your company?

The variety of breakfast, snack and plant-based protein foods that we can deliver using trusted brand names that they have known and loved since they were kids.

In 2020, what do you think the foodservice industry will be like?

  • Consolidation of distributors and operators will continue.
  • Plant-based protein (think MorningStar Farms® Veggie foods) will be a “must have” on almost every foodservice menu.
  • Gen Z will be entering college and the workforce. They will start to become the focus for manufacturers and operators. Millennials will still be important, but they will not be driving change in food. Gen Z will take their place.
  • Channel blur will continue.
  • Traditional dayparts will also continue to evolve as consumer’s demand a variety of food choices throughout the day. It will no longer matter if you eat a snack for breakfast or breakfast for a snack. Operators will need to create flexible menus to meet this consumer need if they want to be successful.

What industry challenge keeps you up at night?

The complexity of the different channels within Foodservice. One size does not fit all. With evolving clean label requirements and government regulation, it is getting increasingly complex for manufactures to service all channels.

If you had to describe IFMA in just three words, what would they be?

Forward thinking leaders

Looking back at the last 10 years, what do you consider the greatest innovation in foodservice?

The reality food shows have turned cooking into drama and competition. People are learning about foods and ingredients they never knew existed and are challenging operators to provide dishes that mirror what they see on TV. People now more than ever want to know about the chef that is preparing their food.

What is your favorite meal?

I start my day with Frosted Flakes® at breakfast. I also enjoy steak and eggs.

Finally, give us a shameless plug. Don't hold back!

IFMA provides tremendous value and support to the operator community to help address the critical issues impacting industry today. Through the outstanding resources IFMA provides, we can help drive operational excellence and move the industry forward in a meaningful way. I am looking forward to working alongside the IFMA Board members to help support the association’s mission and vision.

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