Restaurant & Food Service Lists

Have you ever tried marketing restaurant equipment to an office building? Or promoting food service software to a retail store?

It’s like using generic business lists to sell food service solutions. You keep contacting businesses that don’t prepare or serve food. So, they have no need for restaurant products. You are selling commercial kitchen equipment to companies that do not have kitchens. You are promoting point-of-sale systems designed for table service. These systems target businesses that don’t serve meals to customers. You are providing food cost management software to organizations that do not manage food inventory or recipe costs.

Every conversation feels irrelevant at first because you’re reaching out to businesses outside the food service industry.

How does that feel? Like you’re speaking to people who have no idea what running a restaurant involves, right?

Your food service solutions are valuable. You know the challenges restaurants face, like tight profit margins where every percentage point matters. Managing food costs and spoilage is complex. Staffing issues and labor costs add to the struggle. Health department regulations and food safety rules are crucial, too. 

Plus, there’s constant pressure to serve great food quickly while staying profitable. Communicating with professional services firms, manufacturers, or retail stores can be tricky. You need to explain concepts they might not know. Also, you have to address challenges they don’t face. Plus, you’ll pitch solutions to organizations outside your target market.

How long have you been struggling with this mismatch between the industry and your target audience? How much of your budget has been squandered on businesses that do not run food service establishments?

What impact did it have on your conversion rates? On your credibility while proposing food service solutions to people who are not working in the restaurant industry? On your capacity to position yourself as a reliable provider in the food service ​‍​‌‍​‍‌industry?

Maybe you have begun to doubt that restaurants can still afford new solutions because of their tight margins. Maybe you are thinking that the industry is so old-fashioned that it won’t be able to take up new technology. You might notice competitors succeeding with targeted food service marketing. Meanwhile, your broad campaigns aren’t working.

Still, restaurants buy. They require solutions that make their operations more efficient and help them save. They are eager to find suppliers who know how food service works. It’s just that you are not connecting with ​‍​‌‍​‍‌them.

How long have you been dealing with this industry mismatch? How much budget have you wasted on businesses that don’t operate food service establishments?

What has that done to your conversion rates? To your credibility when you’re pitching food service solutions to people who don’t work in restaurants? To your ability to establish yourself as a trusted provider in the food service industry?

Maybe you’ve started questioning whether restaurants can afford new solutions given their tight margins. Maybe you’re wondering if the industry is too traditional to adopt new technology. Maybe you’re watching competitors succeed with focused food service marketing while your broad campaigns underperform.

But restaurants do buy. They need solutions that improve efficiency and control costs. They’re actively seeking vendors who understand food service operations. You’re just not reaching them.

Food Service Operators Think in Terms of Food Cost Percentage and Labor Efficiency—And That Changes Everything

Consider what factors make the food industry different. Restaurants, coffee shops, catering companies, and food service operators often have tight margins. Their net profit typically ranges from three to five percent. They track their performance by food cost percentage, labor cost percentage, and table turnover rates. Their stock is highly perishable and, of course, it will spoil if not used quickly. They require appliances that are capable of continuous heavy usage in hot and humid kitchen areas.

What does that mean for your marketing and sales approach?

Restaurant operators focus on cost control and efficiency. This is different from other businesses. They want to see the evidence that your solution is cutting food waste, improving service, or reducing labor costs. They need equipment that has the strength for use in a commercial kitchen and is simple to clean for health code compliance.If you market the same way to all businesses, you treat a restaurant like a law firm. But their operations, profit margins, and priorities are very different. Nevertheless, suppose you concentrate only on food service operators. You’re speaking to people whose job is to provide quality food quickly. They also keep costs down in a tough industry with low margins.

The Establishment Type Factor That Changes Everything

Variou‍s kinds of food service establishments have varying needs and priorities. Full-service restaurants need several systems. They require table management, POS solutions for servers, and kitchen display systems to coordinate orders. Quick-service restaurants focus on speed and drive-through efficiency. They also use strong equipment for high-volume operations. Meanwhile, cafes and coffee shops are in need of espresso machines, pastry display cases, and grab-and-go merchandising. Catering companies need mobile equipment, food transport solutions, and event management systems. Bars and nightclubs focus on managing their drink inventory. They also prioritize speed rails and quick drink preparation to handle high volumes. How much easier is food service sales when you’re reaching the right establishment type for your specific solution? It is not you who is offering POS systems with table service to fast-service restaurants that do not have servers. You are getting in touch with full-service restaurants that require table management and server ordering. However, you are not advertising drive-through tools to catering companies that do not have drive-throughs. Instead, you are engaging quick-service operators that require speed and efficiency solutions. Additionally, you aren’t suggesting regular business software to restaurants with unique food service processes. Ultimately, you provide solutions tailored to their food preparation, service model, and cost control needs. At first, the dialogue informs potential clients about food service operations. Later, it shifts to talk about implementation. This includes those managing food costs, labor, and customer service during busy times. It also covers profitability on tight margins in their daily routines.

How much easier is food service sales when you’re reaching the right establishment type for your specific solution?

You’re not pitching table service POS systems to quick-service restaurants that don’t have servers. You’re connecting with full-service restaurants that need table management and server ordering. You’re not promoting drive-through equipment to catering companies that don’t have drive-throughs. You’re reaching quick-service operators that need speed and efficiency solutions. You’re not offering generic business software to restaurants with specialized food service workflows. You’re presenting solutions designed specifically for their food preparation, service model, and cost control needs.

The conversation shifts from educating prospects about food service operations to discussing implementation with people who live the daily challenges of managing food costs, controlling labor, serving customers during rush periods, and maintaining profitability on thin margins.

Stop Marketing Food Service Solutions to Businesses That Don’t Prepare Food

Food service and restaurant listings offer a key advantage: precise targeting. This feature goes beyond what generic business data provides. It identifies the type of establishment, service model, and operational traits. These details confirm that a business is in the food service industry and needs restaurant solutions. They aren’t just businesses; they’re restaurants, cafes, catering companies, and food service operators. Each has unique needs, focuses on cost control, and makes specific purchasing decisions. This is all to provide quality food efficiently while keeping profits very low.

What would it do to your conversion rate if every business you contacted actually operated a food service establishment?

Imagine what would be different if you focused your entire marketing on food service operators. Only owners and managers of commercial kitchens will see your restaurant equipment demos. Office managers won’t be involved at all. Operators responsible for food costs and inventory will review your proposals. These are not businesses without food to manage. Your POS machines would be offered to restaurants that are the ones to process orders and payments during the meal rush hours. Your food distributor business delivers fresh ingredients and supplies to those who need them. You are not spending a budget on professional service firms, retail stores, or manufacturers that do not prepare or serve food. You are connecting with food service operators who find your restaurant solutions relevant right away.

What Does Success Look Like with Food Service Targeting?

Imagine launching a campaign knowing that every business you’re reaching operates a food service establishment.

Imagine starting a campaign where you know all your targets are food service businesses. You wouldn’t waste time explaining food cost percentage and table turnover to everyone. Instead, you’d discuss the real implementation with those who run restaurants daily. You won’t worry about your efficiency features. You’ll work with operators who rely on cost control and customer service for profit. You’ll talk to businesses familiar with food service terms. You’ll use words like covers, prime cost, and par levels with professionals who know these metrics well.

How would that change your messaging? Your credibility? Your results?

You’re now discussing implementation with daily restaurant managers. This means you no longer need to explain food cost percentage and table turnover in every conversation. You’re not questioning if your efficiency features matter. Instead, you’re working with operators who rely on cost control and fast customer service for profitability. You’re selling to people who understand food service terms. Instead of companies that don’t, you’re using terms like covers, prime cost, and par levels with those who work with these metrics every day.

How would that shift change your sales cycle length? Your close rate? How do you feel about selling food service?

If you’re targeting food-service operators, you’re focusing on businesses that prepare and serve food. They work with tight margins and need specialized solutions that regular products can’t provide. So, food service sales go beyond just explaining your industry to outsiders. It turns into a feeling of serving professionals. They quickly see how your solution makes their work easier. It helps them manage costs and stay profitable in a tough industry.