The menu trend advantage: Smarter foodservice sales prospecting

Key takeaways

• Foodservice sales growth depends on shifting from reactive to proactive prospecting using menu trends.

• Integrating menu intelligence via CRM integration saves reps hours of manual prep time and research.

• TELUS Sales Enablement helps identify untapped white-space opportunities by matching products to active menu needs.

• Aligning with consumer demand through data ensures your sales pitches are relevant and consultative.

Executive summary

Securing growth in foodservice sales requires more than hard work. It demands data-driven precision. TELUS Agriculture & Consumer Goods helps manufacturers move beyond outdated, generic targeting tactics by providing advanced sales enablement tools that turn menu data into a competitive advantage. By leveraging TELUS Sales Enablement, sales teams can identify precisely where their products fit into shifting operator needs before the first pitch is even made.

What are menu trends and why do they matter?

Menu trends are the specific shifts in ingredients, dish descriptions and flavour profiles that operators use to meet changing consumer demand. They matter because they serve as a forward-looking indicator of what operators will need to purchase in the coming months. According to Restaurants Canada, at least 70% of Canadian consumers encounter food preferences through restaurant menus, making these trends the catalyst for broader industry shifts.

What are the limitations of traditional prospecting in foodservice?

Traditional prospecting often relies on historical volume data or anecdotal feedback from brokers. These methods are inherently reactive and often fail to capture the real-time shifts in what a restaurant is actually serving today. This leads to high rejection rates and wasted time on accounts that lack a genuine product fit.

How do menu trends become a smarter prospecting signal?

By analysing real-time menu data, CPG brands can see exactly which operators are adding items that require their specific ingredients. This turns the sales process from a cold call into a consultative solution. Instead of asking if an operator needs a product, reps can demonstrate how their product supports the operator's current menu evolution.

How to simplify white-space identification?

Identifying white-space opportunities is the process of finding accounts that have a menu need but are not currently buying your brand. With TELUS Sales Enablement and our Tastewise partnership, teams can filter for operators currently featuring a specific trend who are not yet purchasing your products. This allows you to focus 100% of your prospecting effort on high-potential accounts.

For example, in Canada, a CPG manufacturer can use menu trends to identify university dining halls in Ontario or British Columbia that are increasing plant-based, globally-inspired bowls but are not currently purchasing their specific line of plant-based ingredients.

Why is aligning with shifting consumer demand critical?

CPG brands must align with evolving consumer expectations to remain relevant, especially as transparency becomes a non-negotiable factor in the purchasing process. In Canada, this demand for clarity is reaching a tipping point. NSF research shows that Canadians are demanding greater clarity and standardization in food labelling, particularly regarding clean label attributes and ethical sourcing.

How does revealing competitive gaps drive growth?

Revealing competitive gaps allows sales teams to see where a competitor’s product is losing traction on the menu. If data shows a competitor’s brand is being dropped from specialty dish descriptions in a specific region—such as a shift away from a specific brand of syrup in Quebec diners—it creates an immediate opening for your team to step in with a superior alternative.

What is the role of advanced tools and AI in foodservice sales?

Advanced tools and AI transform raw menu data into actionable tasks for field reps. AI-powered sales enablement can automatically rank leads based on "menu fit," ensuring that every minute of a rep’s day is focused on the most likely wins. By implementing this type of systematic, data-driven account prioritization, B2B organizations see an average 77% increase in ROI.

How do you achieve CRM integration for menu intelligence?

CRM integration ensures that menu trend intelligence is not siloed but available exactly where the sales rep works every day. By feeding menu data directly into the CRM, reps receive alerts when a high-value account in their territory updates their menu, allowing for immediate follow-up.

How do menu trends influence territory and segmentation strategies?

Territory and segmentation strategies become more effective when based on menu sophistication rather than just geographic proximity. You can segment your growth accounts as those currently adopting top-tier trends, while retention accounts are those with static menus that need support to stay competitive.

What makes measurable outcomes from menu-trend-driven prospecting different?

Adopting a data-driven prospecting model shifts the focus from general volume to strategic value, delivering clear and quantifiable advantages over traditional methods:

• Higher conversion rates: Reps approach operators with products that solve a specific, current menu need, leading to more successful and relevant pitches.

• Shorter sales cycles: By identifying menu fit before the first call, teams skip lengthy discovery phases and move straight to a solution-based proposal.

• Increased perfect store compliance: Ensure your brands are consistently represented and optimized within the foodservice environment to drive maximum visibility.

• Boosted profitability: Organizations using advanced data analytics to drive growth are seeing massive returns. According to SR Analytics, CPG leaders leveraging data analytics are achieving up to 69% higher revenue growth compared to those relying on traditional decision-making.

How TELUS Sales Enablement helps smarter prospecting

TELUS Sales Enablement provides a 360-degree view of your foodservice business by harmonizing multiple data points into one source of truth. Our platform comes pre-loaded with foodservice customer data and Tastewise menu integration, allowing your team to identify product voids and placement opportunities in seconds. Whether you are managing direct sales or collaborating with brokers, we provide the clear direction your team needs to win at the point of purchase.

FAQ

• What are foodservice sales? Foodservice sales are the transactions between CPG manufacturers or distributors and operators who prepare food for immediate consumption, such as restaurants, schools and hospitals.

• What are menu trends? Menu trends are evolving consumer preferences and operator adaptations in flavour, ingredients and nutrition that manifest as specific changes on physical and digital menus.

• How do menu trends help with foodservice prospecting? Menu trends help with foodservice prospecting by providing a data-backed "reason to call," allowing sales reps to target accounts where their product specifically fits a new or growing menu category.

• What makes menu-trend-based prospecting smarter than traditional methods? Menu-trend-based prospecting is smarter because it uses real-time operator behaviour rather than lagging historical volume data to predict future needs.

How is menu trend data collected? Menu trend data is collected through advanced partnerships like our Tastewise integration, which uses AI to scan and analyse billions of menu points, social media mentions and consumer searches.