Why You Might Be Failing at Prospecting Restaurant Leads in Foodservice Market


If you’re a sales manager or sales representative selling to companies operating in the foodservice space, you have a lot of work cut out for you. In the U.S., there are over 1 million restaurants and foodservice operations, and in Canada, there are close to 100,000.

In addition to these numbers, you are also tasked with the work of figuring who exactly who you need to speak to – maybe a manager or owner, or someone who works in operations or accounting.

Whether you are selling restaurant technology, packaging, ingredients, or kitchen equipment, you’ll need to sift through all of these establishments and operations to figure out which ones are the best fit as a customer. Then, of course, determine who is the best person to contact.

If reading about this time and energy-intensive process induces anxiety or feels a little too familiar, keep reading to find out why the traditional prospecting process just doesn’t cut it anymore, and what you can do to greatly improve upon this process (hint: it has to do with real-time foodservice and restaurant market analytics!).

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Cons of the traditional sales prospecting when targeting restaurants.

⏰ Time

Researching restaurant leads is time-consuming. Before you even start this, it is crucial to create the profile of the restauranteur you’re looking for; and then, the search can start. Doing this manually is one option, which will be the most affordable but take the most time. Purchasing foodservice lists and databases is an option, but you run the risk of having to spend time manually filtering through useless and outdated restaurant business profiles.

When purchasing restaurant contact list, you’re often left with outdated and incorrect data that causes emails not to be delivered or phone calls going unanswered wasting sales and marketing team’s time.

🪫 Energy

The efforts of building a comprehensive restaurant contact database can take up a significant amount of energy and resources. It’s not uncommon for teams to attempt this task on their own, but what usually happens? You end up spending more time and money to create tools necessary to do the research yourself—and then you end up not getting the lead generation results you expected. All your resources go toward building the tools and process instead of actually getting new customers!

💸 Cost

When it comes to finding a restaurant contact database for your B2B business, there’s no one-size fits all solution. The leaders in B2B contact database have great data but their solutions are not equally focused on restaurants and you’re paying top dollars when they lack the foodservice attributes that will help filter potential prospects by menu data or restaurant technology stack – which can make life easier as an foodservice supplier!

Sales prospecting powered by Foodservice Market Analytics

Now you are aware of the cons of the traditional prospecting process within the restaurant space – or maybe, you are already well aware of how prospecting can use up precious time, money, and energy. Now, you are ready to upgrade this process and spend these valuable resources on what actually matters: speaking with yourperfect foodservice operator.

Enter Foodservice Market Analytics solution.


When using foodservice market analytics for prospecting, you’ll still need to have the profile of the customer you’re looking to target. If you know what geographical region you want to sell in, business size, business type, and other important food and beverage business data points, this filters out potential customers that are not a great fit for your sales process.

For example, say you are selling your restaurant software to independent foodservice operations in the American Southeast (because this is your sales region). From Brizo’s platform, you can apply the regional filters of “US” and “South Atlantic or East South Central”. This results in a total of 111,439 unique contacts.

If you want to get more specific, you can apply contact filters, such as “Front of house”, “Owner”, or “Operations”. When “Owner” is applied, this results in 66,235 contacts, and the “Operations” filter shows 16,238 contacts.

Maybe your company has developed innovative biodegradable packaging and is now looking to sell it to foodservice operations in Canada. Many health-conscious establishments also focus on sustainability, so this might be a good place to start. Using the Brizo FoodMetrics platform, you can select the filters of “health food” and “Canada” to narrow down the customer you are looking for. If you only want to speak to the owners of these operations, this filter can be selected. In total, this search provides a total of 4,240 contacts.

In addition to these types of filters, you can choose to select if emails are verified or unverified, or if it is a generic email of the business. All you need to do is know what filters you need to apply to your search within Brizo FoodMetrics.

Real-time foodservice market data and analytics at your fingertips

These two examples are just a small taste of how helpful real-time and up-to-date foodservice market analytics can be for your business. Now imagine this: as a sales manager or representative, you have access to over 1.1 million unique foodservice and restaurant businesses throughout the US and Canada. Instead of scrolling through general databases or a physical contact list, or resorting to mass emailing or cold-calling, you can use 45+ foodservice business filters to find the most relevant leads that have the highest conversion opportunity. If it sounds too good to be true – give it a try for yourself!

Reach out to us today to Get a Free Trial of Brizo FoodMetrics