McCain. Unilever. PepsiCo. Mondelez. Carlsberg Britvic. Arla.

At Omne, we work with the biggest names in global food and drink - brands that have been trusted by foodservice operators across all channels for decades.

These suppliers give operators clear reassurance: If it’s McCain, it works. If it’s PepsiCo, it sells. But as we head into 2026, Omne and our clients know that reassurance isn’t enough.

Foodservice and hospitality have changed. Rising costs, tighter regulations, shifting consumer expectations and fiercer competition lead to one thing: every supplier and every brand - no matter how famous - is under pressure to prove its value.

The age of the “trusted brand” is over. The age of proof has begun.

So, what’s top of mind for Omne clients, and which challenges are they asking Omne to help solve?

“We’re drowning in dashboards but starving for insight.”

Many clients hold data on operator customers: who they are, what they buy, when and why. But it’s scattered across spreadsheets, portals, reports, and decks that never interact.

As a result, the total UK foodservice market can feel largely invisible. From pubs and cafés to hospitals and universities, it can be difficult to see where the biggest opportunities lie and when operators are ready to engage.

Without connected insights from multiple sources, teams risk missing the real opportunities with specific decision-makers.

This lack of a live view of the market, with little shared visibility between teams, just adds to the complexity of the market.

“Our decision-makers are multiplying.”

The old sales model - one buyer, one conversation - is ancient history. But decision-making units (DMUs) in national accounts and regional independents, which span culinary, sustainability, finance, procurement and marketing, continue to morph and fragment.

The individual needs of influencers in DMUs are also fluid. They can be focused on compliance and risk reduction, then guest experience or menu differentiation, depending on the needs of the business at any particular time.

Omne clients understand that operators expect them to know exactly when they’re struggling with costs, chasing sales growth or seeking new menu inspiration - and to tailor the story accordingly.

Today’s decision-makers want the same seamless, personalised experiences they get as consumers.

“We need clear insight to inform campaign decisions. Evidence, not just instinct.”

Currently, by the time a campaign brief becomes a live execution, operators’ needs have already shifted. Menu cycles evolved. Cost pressures increased. Health mandates tightened.

Foodservice doesn’t wait - and slow marketing misses growth windows. Faster outreach depends on data to anticipate needs and personalise engagement.

But speed alone isn’t enough. Campaigns are always built on solid insight, but that needs to be continually boosted. “Who are we REALLY talking to?” “What do they care about right NOW?”

Clients see the need for rich data - from menu relevance and outlet size to pricing, purchasing potential and reviews - to know where to play and how to win. Without fresh data and behavioural cues, campaigns rely on instinct, and that isn’t scalable.

“We need to understand what ‘proof’ really means.”

We all know operators aren’t rejecting brands, but they do want evidence. Omne clients understand the new priority is pragmatism; a branded product is great, but will it directly improve bottom lines or better satisfy customers?

In short: no proof, no progress. If brands can’t prove their value with hard facts, suppliers are aware that operators could switch to cheaper alternatives.

“We need ACTIONABLE data.”

Omne clients know data holds the answer, but many do not yet have the systems, structure or time to make it work.

They need one connected view of the market - something that helps them identify the right outlets, reach the right operators and learn what works in real time.

That’s where the next evolution of foodservice marketing is heading: from campaigns built on history, to campaigns built on live intelligence.

The future of foodservice depends on data direction

Omne believes that data shouldn’t live in spreadsheets - it should power growth.

That’s why we’ve built tools, systems and expertise designed to help suppliers connect insight, creativity and commercial impact, all at speed and at scale.

Many of our global clients are already using a data-driven approach to pinpoint opportunities, tailor operator engagement and drive measurable sales growth.

Discover how Omne can help food and drink suppliers like you unlock smarter targeting and faster growth, too. Explore Omne Connect - the fully managed CRM and data platform built for the B2B foodservice market - and book your free demo today.