Marketing foodservice equipment with CPG products
In the dynamic world of foodservice, manufacturers continually seek innovative ways to showcase their equipment's capabilities and expand market reach. One such strategy could involve creating Consumer Packaged Goods (CPG) that highlight the unique features and benefits of any given food manufacturer’s equipment. This approach not only serves as a practical demonstration of their products but also opens up the possibility of new revenue streams through e-commerce channels.
Every foodservice manufacturer should consider developing a CPG product that exemplifies their equipment's prowess, leveraging online sales platforms for targeted, yet impactful, distribution. In doing this, foodservice manufacturers have the opportunity to:
Demonstrate equipment capabilities through CPG products:
Foodservice manufacturers possess unique insights into their equipment's potential, often untapped in conventional uses. By developing CPG items, they can creatively showcase these capabilities. For instance, a blast chilling manufacturer could produce a line of gourmet popsicles, demonstrating their machine's ability to rapidly freeze products while preserving flavor and texture. Such products serve as tangible proof of the equipment's efficiency and quality.
Use e-commerce as a low-volume, high-impact sales channel:
The rise of e-commerce offers an ideal platform for foodservice manufacturers to market their CPG products. By selling online, they can reach a wider audience without the need for extensive physical distribution networks. This approach is particularly suitable for limited edition or specialty items, ensuring a focused and targeted market reach. Online platforms also provide valuable customer feedback, which can inform future product development and marketing strategies.
Case study: utilizing advanced features for unique products:
Consider a combi oven manufacturer who uses the dehydrate function of their equipment to create an exclusive line of herbal tea blends. This not only highlights the oven's versatility but also introduces a unique product in the market. Selling these teas via a dedicated website or online marketplaces can attract a niche audience, interested in both the product and the technology behind it.
Developing CPG products offers foodservice manufacturers a multifaceted opportunity: to showcase their equipment's capabilities, to enter the burgeoning e-commerce market, and to engage directly with consumers. By creating products that are as innovative as their equipment, manufacturers can not only demonstrate their technical prowess but also carve out a new niche in the competitive food industry landscape. This strategy is more than a marketing ploy; it's a forward-thinking approach to business growth and brand development.
