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? 

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.