Cater to their 'pain points'.(Vertical Insight: Food Service)

B to B, January, 2008

Byline: MARY E. MORRISON

In 2008, the restaurant industry will have an estimated $557 billion in sales and employ 13.1 million people-or 9.1% of the U.S. workforce-in 945,000 locations, according to the National Restaurant Association. Though foodservice is big business, it's also a notoriously tough business. Marketers looking to supply restaurateurs with products and services-whether food, kitchen equipment or furniture for the dining area-can greatly improve their sales efforts by addressing trends and "pain points'' that are top of mind for this audience.

The three key areas that typically affect a foodservice operator's profitability are recruiting and retaining employees, food cost containment and increasing productivity with new systems and...