10 Ways to Drive Brand Awareness in the Foodservice supply chain
In the foodservice supply chain, it’s not just about having a great product - it’s about making sure the right people know about it, trust it, and choose it time and time again.
Brand awareness isn’t just for restaurants or consumer brands. Manufacturers, distributors, and suppliers need to build strong brand visibility too - because when you’re top of mind with decision-makers, you're first in line for the next big opportunity.
Here are 10 smart ways foodservice supply chain businesses can boost their brand awareness and strengthen industry presence:
1. Craft a clear brand story
Suppliers and manufacturers often focus on products, but people remember stories.
Who are you?
What problems do you solve in the industry?
Why should businesses trust you?
Clear messaging that highlights your value in the supply chain is critical.
2. Optimise your website for the buyer journey
Your website should be built for B2B decision-makers, not just casual browsers.
Make it easy to understand what you offer
Highlight case studies, supplier partnerships, certifications, and ROI
Include clear calls to action like “Request a Sample” or “Book a Consult”
3. Showcase real-world applications
Instead of only listing products, show your products in use.
Share how your ingredients are used in final dishes
Show your equipment or services in action
Tell customer success stories
“Show, don’t just tell” builds immediate credibility.
4. Partner with Foodservice industry events
Trade shows, supplier showcases, association conferences—these are prime opportunities to raise your profile.
Sponsor an event
Host a showcase or tasting
Offer an educational workshop or panel talk
Get your brand physically in front of decision-makers.
5. Leverage LinkedIn strategically
While Instagram and Facebook are valuable, LinkedIn is where your buyers live.
Post case studies, whitepapers, and success stories
Engage with foodservice professionals and industry groups
Position your business as a thought leader, not just a vendor
6. Use customer advocacy
People trust people more than brands.
Encourage your clients to leave testimonials or video reviews
Share customer success stories in your marketing
Tag customers in posts and celebrate partnerships
Advocacy from a respected distributor, operator, or chef can open doors you can’t.
7. Invest in targeted paid ads
Google Ads, LinkedIn Sponsored Content, and even Facebook ads (for local or regional campaigns) can put you directly in front of operators, purchasing managers, and procurement teams.
Focus on specific buyer pain points, not just brand awareness
Drive traffic to landing pages designed for conversion
8. Offer educational content
Become a go-to resource, not just a supplier.
Create downloadable guides (e.g., “How to Choose the Right Packaging Supplier”)
Host webinars for foodservice professionals
Send monthly newsletters with practical tips
Educating your audience builds trust before they even speak to your sales team.
9. Collaborate with industry influencers and associations
Industry figures, chefs, and advisory bodies can amplify your message.
Partner with chefs to feature your products in recipes
Align with respected industry associations for greater credibility
Participate in joint campaigns that highlight shared values
10. Stay Consistent
The biggest mistake in building brand awareness? Inconsistency.
Post regularly across channels
Keep messaging aligned
Engage with your audience frequently - not just when you’re launching something new
Brand awareness isn't built overnight. It's built through repeated, trusted exposure over time.
Final food for thought!
In a crowded and competitive foodservice market, brand awareness is the bridge between visibility and opportunity. The businesses that commit to clear storytelling, strategic exposure, and real engagement will be the ones leading the supply chain conversations - not just participating in them.
Need help amplifying your brand across the foodservice industry? Let's build a strategy that puts your brand in the right hands.