Research Methodology and
How to use the Directory
Yvonne Scully
James Burke & Associates
Methodology
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Compilation of the Directory the result of 16 weeks work
Focus group of Foodservice food manufacturers
Compilation of list of Foodservice Operator categories
Templates for telephone and in-depth face to face
interviews
• Wrote up profiles of each Operator
– Emailed to each Operator for approval
• Used interviews with Operators to populate the database of
54 Foodservice Distributors
– Emailed to each Distributor for approval
How to use the Directory
• Approach to Foodservice market
– Company approach similar to starting any new
business or new product development process
– Assemble Multidisciplinary Foodservice Team
including an overall project manager
– Put work streams into a foodservice project
management plan e.g. Gantt charts
– 6 – 12 month project
How to use the Directory
• Read the Overview and Key Trends and Drivers to form a
good understanding of the current state of the foodservice
market and consumption trends
• Use the Recommendations as a starting point to form a
Foodservice strategy
– Low cost
– Consistent high quality
– Provenance
– Reliable, consistent and flexible service levels
– Branded or generic
How to use the Directory
• Study opportunities
– Do you have the capability of producing any of these
products?
– Can you compete on price with any of these products,
many of which are import substitutions?
– Match sectors with capability of company
– Is your company innovative enough to develop products to
match the opportunities in various sectors?
How to use the Directory
• Read the profiles to see where these opportunities lie
– Focus on those Operators which match your product range
– Meet volume requirement
– Meet quality accreditation requirements
– Compile shortlist of Operators
– Compile shortlist of Distributors servicing these Operators
• Warning! Do not just read the profiles for contact details
and bombard all 72 Operators on Day 1
How to use the Directory
• Research! Research! Research!
– Go to the premises and read the menus
– Order lunch/dinner
– Go back to own premises and check if you can
meet the required standards and quality of food
– Then and only then look more closely at profiles
• Talk to other suppliers
– Volume and service requirements
How to use the Directory
• Be Innovative!
– Don’t restrict research to products that you are
currently producing
– High expectation from Operators for food
manufacturers to bring ideas for their menus to them
– Read the profiles carefully for indications of this
– Look at potential NPD opportunities
– Brainstorm ideas with Foodservice project team
• Distribution
– How is the Operator currently supplied?
– How often are deliveries required?
– Customer/sales information policies of distributors
How to use the Directory –
Approaching the Operators
– Only approach Operators where there is a
good match
– Check profile for relevant contact details
– How does the Operator wish to be
approached?
– Check requirements for marketing literature
– Benchmark pricing
– Research credit terms policy for sector
– Check profile for policy regarding samples
Good Luck!