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.