Bottom Line Branding™: Creating Demand and Driving Profitable Sales in Today’s Changing World

Posted by IFMA May 28, 2014

Tagged in Foodservice Industry Research Foodservice Innovation Industry Research Presidents Conference

A group of leading operators, manufacturers and industry experts have come together to create new frameworks and processes to better serve the consumer and improve industry wide collaboration. 

At Presidents Conference 2013, foodservice leaders and experts revealed the latest work being done to improve performance and efficiencies within the industry. John Costello, President of Global Marketing and Innovation at Dunkin' Brands, shared six lessons he has learned about selling more in high-change environments.

"It is important for manufacturers to focus not just on selling products, but on understanding the strategy of operators, helping operators differentiate themselves, and helping them increase profitibality."

The session is covered in the executive summary, "Bottom Line Branding™: Creating Demand and Driving Profitable Sales in Today's Changing World."

Key Takeaways

  • To sell more in such a rapidly changing foodservice environment, brand owners must understand what customers want/their challenges.
  • To keep brands relevant and successful in such environment, Costello recommends 6 princeples learned for marketing application.
  • Lastly, consider a long term approach surrounding innovation and team building.

Login to view "Bottom Line Branding™: Creating Demand and Driving Profitable Sales in Today's Changing World."   This summary and the entire series is exclusively available to IFMA members only.  Please contact ifma@ifmaworld.com to discover more benefits of being an IFMA member.

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Other Executive Summaries from Presidents Conference 2013:

Bottom Line Branding™: Creating Demand and Driving Profitable Sales in Today's Changing World

Operator/Manufacturer Collaboration Model & FSNavigator 

Industry-Wide Initiatives Changing The Face Of Foodservice

Jack Li On "The New Foodservice Landscape"

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About the Presidents Conference Executive Summary Sponsor

Noble is a full-service food marketing agency that has provided thought leadership in the foodservice industry for five decades by understanding what makes people tick, grabbing their attention, piquing their appetites, and tugging at their heart strings-at home and away-with insight driven ideas that connect. For more information, visit Noble's website.

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