The Chicago-based foodservice industry consultant and prognosticator estimates that manufacturers spend over $100 million annually on booth fees and allowances for these shows, but they often question the value of the investment. Operators in fact report that the food shows are an effective and efficient way to learn about new products and menu ideas.
"We believe that many manufacturers can improve their ROI from food shows. But they lack adequate information to make this happen," says John Updegraff, Technomic senior principal. "Our study will include intercept interviews from operators who have just attended these shows, probing for reactions and opinions. The feedback will be both compelling and specific to the participating manufacturers."
The new study also will include surveys and interviews with distributors, brokers and other foodservice manufacturers and provide specific recommendations for improvement.