The key to customer spend – from the Summer issue of Infuse magazine

August 5, 2024

With consumers still feeling the pinch – especially over the busy summer holiday period – we explore the secret to attracting and captivating guests to boost your bottom line.

While the trend towards eating out only as a ‘treat’ or special occasion is raising valid concerns for the restaurant and hospitality sector, there’s also an opportunity to deliver something truly special for those guests who are spending less frequently yet more generously when they do go out.

From embracing digital trends to creating unforgettable dining experiences, read on to discover how staying ahead of the curve ensures your business is propelled forward - and not left behind in today’s ever-changing market.

DINING OUT REDEFINED

Today’s savvy consumers crave original, experience-focused eateries where excellent food and drink, more personalised, attentive service and a vibrant, dynamic setting (with a fantastic ambience thrown in as well!) are all on the menu.

So, creating a content-worthy environment is key. Picture a space that maximises its Instagram and TikTok appeal with visual elements that spark conversations. From bold decor to dedicated areas specifically tailored for selfies (which subtly include your company’s logo!).

By integrating live music, innovative food presentations, or hosting events like tasting sessions or cookery classes, you can create a real buzz and keep your customers interested in coming back for more. Customers should feel like they’ve stumbled upon an undiscovered gem that they just have to share with the world.

Also focus on creating snap-worthy dishes to inspire people to take photos and spread the word online, creating the ultimate personal recommendation for your establishment and tapping into that influencer culture. However, be aware that customers can also turn to social media to complain and provide real-time feedback, good or bad.

TRENDING TASTES

In a whirlwind of fleeting social trends and overnight food crazes, it’s crucial to understand what truly resonates with your customers. By keeping an ear to the ground for trends with longevity, you’ll not only take on fresh new ideas ahead of the rest but position your business for sustained profitability as a venue that listens to what customers want.

Coffee, for instance, isn’t going anywhere, and the market is developing quickly. Around 70% of consumers in the UK drink at least two cups per day and, with such a high demand, the coffee market is projected to grow by 5.34% over the next four years (Statista Market Forecast). Expand your offerings to cater to both your loyal customer base and newcomers eager to try more exciting choices (see p46 for inspiration).

GOING FOR ZERO

The alcohol-free lifestyle is also gaining momentum and is a fantastic chance to tap into a new revenue stream. A fifth of under-25s in the UK now claim to be teetotal (Drinkaware) and alcohol sales fell 9% from 2021 to 2022 (Nielsen UK). If you haven’t already, think about offering a broad selection of bespoke mocktails, iced teas or zero-per cent spirits to maximise the margin on your non-alcoholic drinks menu.

STAYING SUSTAINABLE

Sustainability and ethical eating are also impacting customer spending more than ever. Diners are prepared to pay more for dishes that celebrate and display each ingredient’s origins, and 76% of consumers find dishes with British provenance appealing (Bidfood Food Trends Report 2024).

Stock local, ethical brands where possible to bolster that authenticity and to build your customer’s trust, loyalty and – ultimately – spending! In the fast-paced and often challenging foodservice industry, adapting to meet your clients’ rapidly evolving tastes will ultimately ensure your establishment not only survives but thrives.

DIGITAL TAKEOVER

It barely needs to be said, but having a social media presence now is essential. With phone scrolling replacing window shopping, social platforms are often the first place diners head to whet their appetite.

The majority (87%) of consumers have visited a new restaurant based on social media research (OpenTable), and Google has reported that 40% of Gen Z prefer to use social media rather than a search engine to discover new things.

The best content is the most authentic, so use the space to celebrate your people and atmosphere as well as your food.

To recap, our top takeaways are -

An Instagram selfie wall encourages customers to share their experiences on social media

For modern diners, the ambience of your venue can be just as crucial as your menu – think about the lighting, decorating and finishing touches.

With 20% of under-25s in the UK not drinking, now’s the time to dive into the mocktail market to attract this audience

Experience is everything – and that applies to your customer service, too. Invest time and energy in training your staff to provide the service and customer experience that you want every guest to receive. Disgruntled diners will quickly vote with their feet – and their negative online reviews.

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Steven Lyons Appointed Director of Group Sales at Caterfood Buying Group

March 10, 2026

Steven is widely recognised for bringing clarity and structure to sales environments. His approach focuses on embedding robust pipelines, effective pricing frameworks and strong cross-functional alignment- helping businesses win the right work while protecting long-term profitability. In his new role, Steven will lead Caterfood Buying Groups’ GPO and framework strategy- creating a single commercial interface for procurement partners while maintaining the independence of each regional member. Key focus points include clear pricing frameworks, simplified group price file access, structured tender coordination, incremental volume growth and consistent reporting standards. On joining Caterfood Buying Group, Steven said: “Caterfood Buying Group has something powerful – strong independent businesses with deep local relationships. My role is not to change that. Its to give GPO partners one clear route into the group, make tenders, pricing and basket analysis simpler, and ensure we grow the right business in a disciplined way.” “We want to be easy to work with. Clear commercial frameworks. Regional execution partners who deliver. No noise, no confusion.” GPO and procurement partners looking to align frameworks, review pricing structures or explore incremental volume opportunities are encouraged to engage directly with the Group Sales Function. Steven will focus on building a simple, disciplined Group Sales engine that strengthens member businesses, protects independence and delivers sustainable, profitable growth across the group.

Caterfood Buying Group Launches Own-Brand Potatoes

February 27, 2026

The Caterfood Buying Group is proud to announce the launch of its own-brand fresh potatoes, marking a major milestone for the UK foodservice sector. This initiative makes Caterfood one of the first buying groups in the UK to introduce its own-label fresh produce, setting a new standard for sustainability, provenance, and innovation. Sourced exclusively from British farms, Caterfood’s new own-brand potatoes demonstrate a strong commitment to supporting British farming while helping foodservice operators meet growing demand for responsibly produced ingredients. The potatoes are regeneratively farmed, focusing on soil health, biodiversity, and long-term environmental resilience. In a further industry-leading move, the CFBG will be planting a ‘Caterfood Forest’ to carbon offset directly on the supplier’s farm. Through tree planting and environmental projects located where the potatoes are grown, the supply chain achieves something truly remarkable: a carbon-neutral potato. This approach not only reduces environmental impact but actively contributes to positive change at farm level, reinforcing Caterfood’s belief that sustainability should be practical, transparent, and meaningful. Tom Workman, Commercial Director at the Caterfood Buying Group, commented: “This launch represents everything Caterfood stands for- collaboration, innovation, and responsibility, making this another important milestone for Caterfood. By supporting British farmers, investing in regenerative agriculture, and delivering a carbon-neutral fresh product, we are showing that sustainability and commercial success can go hand in hand.” The own-brand potato range will be available to Caterfood members nationwide, providing chefs and operators with a high-quality, British, and environmentally responsible staple they can trust. With this launch, Caterfood Buying Group continues to lead the way in shaping a more sustainable future for foodservice, one potato at a time.

Caterfood Buying Group Team at the Chef's own brands awards

Caterfood Collection Celebrates Award-Winning Start to 2026

February 20, 2026

We’re delighted to be starting 2026 on a high note, following a fantastic achievement at one of the foodservice industry’s most respected events. On 6 January , members of our own brand team attended the Chefs' Own Brand Awards , organised by Cash and Carry Management, and held at the iconic Royal Horseguards Hotel. The evening brought together leading professionals from across the sector to celebrate excellence, innovation, and quality in own brand products. Bringing Home Two Prestigious Awards We were incredibly proud to return with two awards , recognising the quality and consistency of our Caterfood Select range: Butchery Award – Caterfood Select Back Bacon Afternoon Tea Award – Caterfood Select Plain and Fruit Scones These accolades reflect the care, expertise, and attention to detail that go into every product we develop. Being recognised by industry experts and chefs is a strong endorsement of our commitment to delivering products that meet the highest professional standards.