Brands Away From Home 2: The Age of Proof Begins

Reassurance used to be enough. Not anymore.

Download

Our latest insight report, Brands Away From Home 2, looks at how operators are re-evaluating what brand value really means. The findings are clear: the age of reassurance has passed, and the age of proof has arrived.

Our latest insight report, Brands Away From Home 2, looks at how operators are re-evaluating what brand value really means. The findings are clear: the age of reassurance has passed, and the age of proof has arrived.

Launched exclusively to our client community at our recent Future Realities event at LinkedIn, the new report explores how operator expectations have sharpened. Where once heritage and consistency carried weight, today operators want evidence: data on savings, compliance, health, and consumer pull-through.

BAFH2 identifies four emerging “operator realities” shaping how brands earn their place:

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.

The takeaway? Brands that prove their value across these realities will not only protect their listings, but they’ll build genuine partnership.

If you missed the live event or didn’t manage to grab a hard copy of the report, just drop your details in the form below and we’ll send it straight over.

Looking for volume one? Request it here.

Unlock the full report

Enter your email below and we’ll send the full report
to your inbox.

More articles

Crispy avocado and poached egg on a Strong Roots cauliflower hash brown, topped with fresh greens, salsa, and creamy drizzle, served with lime and dipping sauce on a vibrant restaurant table

From consumer trends to operator value: How top brands stay relevant

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.

Three pillars behind award-winning growth in the AFH channel

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.

People laughing at a restaurant table with a green digital network overlay

Is your brand standing out early enough in the buyer’s journey?

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.

Omne named B2B Marketing Agency of the Year, 2025

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

Emma Halewood speaking at Omne's 'Future Realities' event at LinkedIn HQ

Expertise is everything: How Omne turns brand data into decisive action

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.

Brands Away From Home 2: The Age of Proof Begins

Reassurance used to be enough. Not anymore.

Brands Away From Home 2: The Age of Proof Begins

Download

Our latest insight report, Brands Away From Home 2, looks at how operators are re-evaluating what brand value really means. The findings are clear: the age of reassurance has passed, and the age of proof has arrived.

Our latest insight report, Brands Away From Home 2, looks at how operators are re-evaluating what brand value really means. The findings are clear: the age of reassurance has passed, and the age of proof has arrived.

Launched exclusively to our client community at our recent Future Realities event at LinkedIn, the new report explores how operator expectations have sharpened. Where once heritage and consistency carried weight, today operators want evidence: data on savings, compliance, health, and consumer pull-through.

BAFH2 identifies four emerging “operator realities” shaping how brands earn their place:

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.

The takeaway? Brands that prove their value across these realities will not only protect their listings, but they’ll build genuine partnership.

If you missed the live event or didn’t manage to grab a hard copy of the report, just drop your details in the form below and we’ll send it straight over.

Looking for volume one? Request it here.

Unlock the full report

Enter your email below and we’ll send the full report
to your inbox.

Reassurance used to be enough. Not anymore.

Brands Away From Home 2: The Age of Proof Begins

Download

Our latest insight report, Brands Away From Home 2, looks at how operators are re-evaluating what brand value really means. The findings are clear: the age of reassurance has passed, and the age of proof has arrived.

Our latest insight report, Brands Away From Home 2, looks at how operators are re-evaluating what brand value really means. The findings are clear: the age of reassurance has passed, and the age of proof has arrived.

Launched exclusively to our client community at our recent Future Realities event at LinkedIn, the new report explores how operator expectations have sharpened. Where once heritage and consistency carried weight, today operators want evidence: data on savings, compliance, health, and consumer pull-through.

BAFH2 identifies four emerging “operator realities” shaping how brands earn their place:

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.

The takeaway? Brands that prove their value across these realities will not only protect their listings, but they’ll build genuine partnership.

If you missed the live event or didn’t manage to grab a hard copy of the report, just drop your details in the form below and we’ll send it straight over.

Looking for volume one? Request it here.

Unlock the
full report

Enter your email below and we’ll send the full report
to your inbox.