Author info
Anna Massey
Strategy Director
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.
Key findings: What UK foodservice operators want from suppliers
75% of operators prioritise cost containment and gross profit protection.
61% prioritise operational efficiency, including labour and waste savings.
55% prioritise digital proof and compliance integration, up from 39% in 2024.
58% prioritise delivering healthier options within gross profit targets, up from 44% in 2024.
68% of large operators say suppliers offering digital solutions are more attractive to list.
The findings point to a clear shift in Away From Home buying behaviour. Operators want suppliers that can demonstrate their contribution to profitability, reduce operational complexity and support changing consumer expectations.
Four operator realities shaping brand selection
The Optimiser, defending margin at all costs
The Guardian, making compliance easy
The Creator, chasing menu energy and relevance
The Balancer, delivering health without hurting GP.
Will operators still pay more for branded products?
Yes, but the premium must be justified. Omne's research finds that operators remain willing to pay more for branded food and drink products, with premiums varying by category:
Ambient products: 0–5% premium
Frozen products: 3–8% premium
Chilled products: 5–12% premium
To command a premium over own-label alternatives, brands increasingly need to demonstrate consumer demand, measurable efficiency savings, compliance benefits or nutritional value.
What does this mean for foodservice suppliers?
The findings highlight a fundamental change in how suppliers need to approach the UK Away From Home market.
Winning brands will be those that move beyond product-led propositions to demonstrate measurable operator value. That means supporting sales conversations with evidence, understanding different operator priorities and proving how their products contribute to commercial performance.
Download Brands Away From Home 2 to explore the full findings, operator insights and practical recommendations for foodservice brands and suppliers.
Research source: Omne, Brands Away From Home 2 (2025), comparing UK operator priorities in 2024 and 2025.
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