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Foodservice has long been a relationship business, built on strong human connection. The chef that offers feedback on flavour. The manufacturer that walks kitchen staff through allergen updates. The supplier who arranges an emergency delivery so an operator can get through a packed weekend. These long-lasting partnerships were built on trust - and papered over cracks across margin, differentiation and more. But in recent years, the conditions that enabled this loyalty have disappeared.

Away From Home buying decisions happen across multiple channels, touchpoints and people. Winning more of the operators that matter means connecting those interactions, building influence over time and knowing when marketing should nurture - and when sales should act.

Opens. Clicks. Impressions. Cost per lead. In the Away From Home (AFH) space, some of the most popular marketing metrics are also the easiest to mistake for success. 

You might know your main sales contact. But do you know who really makes your operators’ decisions?

Brands targeting the foodservice and Away From Home space aren’t short of ways to reach people. The channel list keeps growing and dashboards keep filling. But the harder question is whether the right people are being reached.

Data, data, data. After decades of acquisition, most modern foodservice brands hold masses of it: customer, behavioural, operational, and more. In the age of AI, being ‘data-rich’ is seen as, in many ways, more important than being rich-rich. But what if a database’s value depends not on its size, but on its refinement?

Far from a churlish response to a new idea, the “so what?” test is perhaps the most important marketing interrogation of all. It acts as a clear-eyed assessment of whether the market truly understands why your brand matters and how it helps operators perform. By scrutinising campaigns with our audience's perspective in mind, we can cut the fluff, prioritise actionable benefits and highlight the true value of our messages.  But has modern foodservice forgotten its importance? 

Every year, the National Restaurant Association Show provides a glimpse into where the restaurant industry believes growth will come from next. From AI and automation to menu innovation and sustainability, the most compelling ideas at this year’s NRA Show shared one common characteristic: they delivered measurable operational and commercial value. For foodservice brands, suppliers and operators, five major signals emerged from Chicago that are likely to shape the next phase of restaurant growth. Unlock the full read below.

Most foodservice growth strategies will fail in 2026. Not because of a lack of investment. Or ambition, but because the market has structurally changed – and too many strategies haven’t changed with it.

From plant-based burgers to a UPF backlash. Protein shakes to whole-food simplicity. Sugar-free sweeteners to ‘treat culture’. The UK’s food and drink habits are constantly changing, often contradictory and - without the right data - rarely predictable.

In today’s ultra-competitive foodservice market, almost every supplier is investing in a growth strategy, but with mixed success. Despite sinking budget into more data, more campaigns and more sales activity, growth, for many, is stalling. 

From McCain to Oreo, B2C’s biggest food and drink brands have long sold one idea: we’re the only choice for you. It’s brand marketing at its best - sustained, consistent messaging that builds trust and preference way ahead of a purchase decision.

The era of expertise has arrived - and its importance is being recognised.

Fresh from being named B2B Marketing’s UK Agency of the Year, we’ve been reflecting on what’s really driving strategic performance in the Away From Home (AFH) channel right now. For Omne, dashboards provide the inputs - but it's human expertise that turns insight into impact.

Pizza is serious business. It’s one of the UK’s most loved dishes, served everywhere from high street chains to Italian independents. Arla Pro recognised that, in a crowded category, standing out takes more than just a good base. That insight led to the creation of Britain’s Best Pizza in 2023 – a foodservice-first awards programme designed to deepen brand affinity, drive operator engagement and shine a light on the ever-growing UK pizza industry. Now in its third year, the 2025 competition set out to celebrate the people behind the UK’s best pizzas. And we helped them make it happen.

Foodservice doesn’t wait - and slow marketing misses growth windows. Faster outreach depends on data to anticipate needs and personalise engagement.

What do UK foodservice operators really want from brands in 2025 and beyond? Omne's Brands Away From Home 2 research reveals a significant shift in how operators evaluate food and drink suppliers. Brand heritage, quality and consistency still matter, but operators increasingly expect measurable evidence of commercial value, operational efficiency, compliance support and consumer demand. The report explores what it now takes for brands to earn their place on menus, protect listings and build lasting operator partnerships.

At our Autumn 2025 event, Future Realities, we brought together our client community at LinkedIn’s new London Experience Centre for a morning built around one big idea: proof.

We are looking forward to our next all-client event - this time at LinkedIn’s London HQ on 9th October. In a world where trends and forecasting are dominated by algorithms and hype, our focus is on the realities that matter: authentic operator voices, proven behaviours, and the signals that cut through the noise.

We’re delighted to share that Omne has been shortlisted for five categories at the 2025 B2B Marketing Awards – including Agency of the Year for the second year running.

Foodservice is arguably the world’s most competitive B2B market - but it’s also the golden opportunity for modern brand growth. With consumer retail saturated, margins squeezed and out-of-home experiences on the up, hospitality has become the key driver of brand discovery and loyalty. The sector is noisy and fast-moving, but the stakes are incredibly high.

Insider 9, It started with a simple question: What’s truly sticking? After 8 editions of Insider, our from-the-streets trend report – created in partnership with KERB – we’ve seen London’s food scene evolve through post-pandemic recovery, cost-of-living crunches and a new wave of culinary creativity. So, for Insider 9, we stepped back.

As Omne moves into the Top 10 UK B2B agencies league table, listen to the team in conversation with Kavita Singh on the B2B Marketing Podcast to talk about the agency’s journey. How we’ve grown, the lessons learned, and what’s next. 

Why do UK foodservice operators choose branded products over own-label alternatives? And what makes a brand worth paying more for? Omne's Brands Away From Home research explores how operators across the UK Away From Home market evaluate food and drink brands, from front-of-house consumer recognition to back-of-house quality, consistency and operational performance. Combining qualitative and quantitative research with AI-led sentiment analysis, the study examines the role of brand reputation, emotional connection, product functionality and supplier support in operator purchasing decisions

How do you create a campaign that not only delivers for a brand, but also makes a lasting difference to the industry it serves?