6.2. Marketing for foodservice operations
Marketing in the foodservice industry requires a distinctive approach due to its direct service component, which sets it apart from many other industries. Service involves applying human or mechanical efforts to people or objects. Industries like foodservices differ significantly from manufacturing sectors in terms of their products, customer interaction, perishability of inventory and distribution. (Payne-Palacio, 2015)
Product
Food provided by foodservice operations is consumed rather than owned, distinguishing it from consumer goods such as appliances. Food is unique in that it combines tangible and intangible elements. The food itself is tangible—it can be perceived through smell, touch and taste. Service, however, is intangible—it cannot be seen, touched, or possessed, yet customers are keenly aware of its presence or absence. For instance, customers quickly notice lapses in wait staff attentiveness.
Customer Contact
Customers play an active role in the marketing process within service industries. In cafeterias, for example, patrons serve themselves from displayed foods, or in table service settings, there is direct and frequent interaction between customers and staff. Each interaction presents an opportunity for foodservices to market not only their food but also their organizational image.
In self-serve cafeterias, attractive and well-designed displays can entice customers. Table service allows for more personal interaction; wait staff can be trained to anticipate customer needs, such as refills or timely presentation of the check. Negative interactions can lead to lasting dissatisfaction, potentially impacting not only the immediate customer but also influencing others through word-of-mouth.
Perishability
Food is highly perishable and challenging to store in inventory compared to durable goods like appliances. Unlike tangible products that can be stored during low-demand periods, unsold or unused food represents lost income and waste. For instance, lower-than-expected customer counts in cafeterias result in lost sales, with prepared food going to waste.
Distribution
In many foodservice settings, food must be prepared in advance, stored under proper conditions and transported for distribution. For example, schools often receive food from central kitchens. Careful handling during storage and transport is crucial to maintain food quality and avoid rejection by paying customers.
