How to Write Marketing Content for Foodservice in 2019

In today’s world, shopping online seems to be a pretty robust e-commerce experience for consumers. When it comes to foodservice marketing best practices, however, our VP of Customer Experience, Jason Gunn, discovered several shortcomings related to marketing; images, descriptions, and content, when trying to help his customers feel comfortable making purchasing decisions online.

If there’s anyone reading this who has never shopped online, come and see Jason Gunn personally.

For the rest of us, let’s take a look at a typical consumers’ experience shopping on Amazon today.

The current experience

When we look at the consumer product or food buying experience online today, we see a pretty robust experience filled with customer reviews, videos, images, and more. The online shopping experience for consumers has evolved drastically.

(Example: Buying on Amazon)

Meanwhile, when one goes into a foodservice catalog today this is not what is typically seen. Products are marketed with disjointed images and content. Sometimes images and descriptions are there, sometimes pieces of both are missing.

In our recent Town Hall, “How to Write Your Marketing Content for Foodservice”, we explored some of the failures, pitfalls, and ideal scenarios for foodservice manufacturers.

In part 1 of this blog series based on our Town Hall, we’ll cover the images and marketing content sales reps and operators want to see (again, think Amazon).

(Example: Buying in Foodservice)


As a manufacturer in Foodservice, we are still struggling with how to get the shopping experience right. So, let’s get on the right track and have better guidelines for foodservice marketing content. To start, there are a few simple questions you can ask about your product:

What does it look like…?

  • …When it arrives at the back door? (Chef/Restaurant)
  • …When I open the case? (Is it a lined package, etc.?)
  • …When I take it out of the case?
  • …When I take it out of the packaging?

What does it do…?

  • …How should I use it?
  • …Why is it different than other like items?
  • …What are its primary features?
  • …What are its primary benefits?


When considering and producing images you want to make sure you are representing these 4 basic areas for each product:

  • In-box
  • Packaged out of box
  • Out of package raw
  • Plated

It’s important to note that the images were taken upon arrival and in the box are just as important as the plated or glamour shot images. A few of you might be shaking your heads, that’s because most of you put the most emphasis on the end result, when the initial product images are just as important to show buyers.

If you feel like you can’t wrap your head around imaging and want to take a deeper dive into image compliance, start by reading our blog on product image compliance here. For those of you who feel confident with images and want to master marketing content, stay tuned for marketing descriptions in part 2, we got you!

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