Back to Blog

Supporting Ranging Conversations

For suppliers preparing to engage with foodservice distributors, insight into end-user usage and purchasing behaviour can help strengthen ranging discussions.Understanding:How the product is usedWhere it fits on a menuWhy an end-user might choose itWhat it may replacecan support more informed distributor conversations....

Listing Does Not Guarantee Usage

It is also important to recognise that national ranging does not automatically translate into national usage.Many suppliers have experienced situations where a product is successfully listed across a distributor network, but struggles to gain traction once available.In most cases, this reflects a gap between the listing and end-user application.Understanding how a product will be used in a commercial kitchen environment can play an important role in supporting both ranging and post-launch adopti...

Channel Requirements Are Not the Same

Purchasing drivers differ significantly between foodservice environments.For example:Independent cafés may prioritise convenience and pack sizeQSR operators may focus on consistency and speedHotels may consider presentation and versatilityAged care providers may prioritise nutrition and ease of preparationDistributors will often assess whether a product is aligned with the needs of specific end-user environments before committing to ranging....

Supplier Support Still Matters

Distributors will also consider the level of supplier investment behind the product.This may include:Sales team engagementMenu supportLaunch planningTrainingMarketing activityAlignment with distributor initiativesA product that is actively supported by the supplier is more likely to gain internal advocacy during the ranging process....

End-user Usage Drives Confidence

One of the most significant influences on ranging decisions is the likelihood that end-users will actually select and purchase the product once it becomes available through the distributor.This may include:Menu relevanceFormat suitabilityEase of applicationSubstitution potentialPreparation timeStorage requirementsA product that fits easily into an existing kitchen workflow is more likely to gain internal support than one that requires behavioural change at the end-user level....

Category Role Matters

Before considering any new product, distributors will typically assess how it fits within the existing category structure.This may include:Whether the product fills a current gapAlignment with existing product tiersChannel relevanceFormat differencesOverlap with existing supplier linesIn many cases, the question is not:“Is this a good product?”But rather:“Does this product have 'a job' within the category?”Distributors are managing range complexity across thousands of SKUs, and every new...

How Foodservice Distributors Decide What Products to Range in New Zealand

In New Zealand’s foodservice market, gaining national ranging with a distributor such as Bidfood, Gilmours or Service Foods is often seen as a key milestone for suppliers launching a new product or expanding an existing category.But while national listing is important, the process behind how those ranging decisions are made is not always well understood from the supplier side.For many businesses, it can feel as though the decision sits behind a closed door, influenced by internal category stra...