Opens. Clicks. Impressions. Cost per lead. In the Away From Home (AFH) space, some of the most popular marketing metrics are also the easiest to mistake for success. 

You might know your main sales contact. But do you know who really makes your operators’ decisions?

Brands targeting the foodservice and Away From Home space aren’t short of ways to reach people. The channel list keeps growing and dashboards keep filling. But the harder question is whether the right people are being reached.

Data, data, data. After decades of acquisition, most modern foodservice brands hold masses of it: customer, behavioural, operational, and more. In the age of AI, being ‘data-rich’ is seen as, in many ways, more important than being rich-rich. But what if a database’s value depends not on its size, but on its refinement?