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
Key findings: Why foodservice operators choose brands
Omne's research highlights the different roles that brand recognition and functional performance play in foodservice purchasing.
80–85%: Estimated retail brand read-across for front-of-house products, where consumer recognition can influence operator brand choice.
60–65%: Estimated retail brand read-across for back-of-house products, where functionality, reliability and cost-effectiveness take greater priority.
60% functional, 40% emotional: The modelled balance of factors influencing front-of-house purchasing decisions.
70% functional, 30% emotional: The modelled balance for back-of-house purchasing decisions.
76%: Ranked competitive pricing among their top three operator priorities.
42%: Planned to increase investment in customer service.
Together, these findings show that brand strength matters in foodservice, but its value depends on where and how the product is used.
Front of house vs back of house: What drives brand preference?
Front of house: Consumer recognition builds brand value
For products visible to consumers, established brands can strengthen an operator's proposition through familiarity, trust and perceived quality.
Recognisable food and drink brands can help operators drive consumer appeal, support premium positioning and encourage impulse purchases.
Back of house: Consistency and reliability drive purchasing decisions
Behind the scenes, operators place greater emphasis on product quality, consistency, availability and operational performance.
Brands must demonstrate how their products support kitchen efficiency, deliver reliable results and justify their cost compared with own-label alternatives.
What do foodservice operators expect from suppliers?
The research shows that operators value support extending beyond the product itself. This includes innovation and R&D, staff training, menu development, marketing support, consumer insights and practical sustainability guidance.
For food and drink manufacturers, the opportunity is to build stronger operator relationships by demonstrating value across both front-of-house and back-of-house operations.
What does this mean for foodservice brands?
Winning a place on an operator's menu requires more than brand awareness.
Suppliers need to understand where consumer recognition creates commercial value, where operational performance matters most, and how their products and support can strengthen the operator's business.
Download Brands Away From Home to explore the full research and discover how brands can strengthen operator preference, defend against own-label competition and build lasting partnerships.
Source: Omne, Brands Away From Home, June 2024. Retail read-across and purchase-intent figures are research model estimates.
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