As a foodservice marketing agency, we here at IN Food love to stay on top of food-related trends, and rarely do we see a food item more prevalent in this space than the unassuming pickle. This savory treat has inspired flavor innovators to create some of the most delicious and outlandish creations you’re likely to find. From dill pickle pizza to pickle-flavored ice cream, it seems no food product is safe from being pickle-fied. Naturally, the IN team – filled to the brim with pickle lovers – jumped at the opportunity to dive into the briny depths to see which pickle is best. For this brand ..read more

The renowned marketer Seth Godin uses an analogy that resonates with us where “kindling” represents short term promotions, and “logs” are strategies that build long-term awareness. Together they create a steady fire — continued, reliable performance. And just like a long-lasting fire, we recommend clients strike the right balance of logs and kindling, otherwise a business risks diminishing returns from constant discounts without building their brand. Planning for the Right Mix When drafting marketing plans, there can be a natural urge to place too much focus on the “kindling” portion of the ..read more

Social media is culturally ubiquitous, allowing manufacturers to connect with operators everywhere. However, some B2B companies still aren’t using it to its fullest potential. While trade shows, email marketing, paid search, ads in publications, and an abundance of other marketing tactics are certainly important, we encourage you to rethink how social media fits into your marketing mix. 1) Meet operators where they’re at Busy planning menus, engaging with guests and distributors, training employees, coordinating schedules, and more—it’s easy (if not an understatement) to say foodservice operat ..read more

As the new year rolls in with its resolutions and challenges, many of us are embracing the sober-curious movement by participating in “Dry January.” It’s a month dedicated to abstaining from alcohol, but that doesn’t mean we’re not enjoying some good mocktails. Our agency put a variety of non-alcoholic (NA) options to the test. Our mission? To provide you with the best-of-the-best NA choices to quench your thirst during this dry spell. Here’s the rundown: MISSION: Find the tastiest non-alcoholic beverages for Dry January DESTINATION: The NA shelves of your local stores TARGET: A selection o ..read more

It’s that special time of year where we look ahead to the coming months and ask ourselves where we think our beloved industry is headed. Read on for insights ranging from flavor trends to customer experiences to well-being and more. Plus, be sure to check out our 2023 predictions here. No matter what’s on the menu in 2024, you know we’ll be into it! Kids menus have…matured Maggie Alt-Lewis, Sr. Account Executive Children’s eating habits are unpredictable, but thanks to the growth of ethnic foods and expanded choices at home, families are expecting more options beyond just cheesebur ..read more

Leaves are changing colors, days are getting shorter, and sweaters are coming out of storage. Accompanying these annual shifts is the ever-present, indomitable flavor-champion of the autumn season: pumpkin spice. As an agency of food lovers, we’re not immune to the charms of the cinnamon-y, nutmeg-y goodness of a well-executed pumpkin spice treat, and with the popularity of this beloved spice mix comes an intimidating number of options. As always, our agency proudly reports for duty to answer one question: which pumpkin spice products are worth your time? MISSION: Pass or fail pumpkin spice ..read more

On a recent, beautiful late-summer afternoon, a team-building IN OUTing morphed into a deliciously lovely surprise. The event started with everyone dividing into two teams and going over a list of clues that would set us out on a scavenger hunt throughout our beloved North Loop neighborhood. From Spy House to Free House to Haus Salon… a “house” theme emerged. Our teams finally converged at a rooftop patio adorned with flowers and décor for a surprise “Bridal Bash for Beth” (and our “groom” of a guest, Jared)! The gathering was complete with fun, games, prizes, and an appetizing array ..read more

In the world of food marketing, most efforts and campaigns fall into two broad categories: Business to Business (B2B or foodservice) and Business to Consumer (B2C or retail). While both landscapes aim to promote culinary offerings, they cater to vastly different audiences and employ distinct techniques. Understanding the nuances between B2B and B2C food marketing is essential for crafting effective campaigns tailored to each audience’s unique needs and preferences. 1. Buying Influences In B2B there are no impulse purchases. Oftentimes, products and services must be approved on multiple acco ..read more

Some may say the middle of summer is not the best time for a warm, straight-out-of-the-oven, ooey-gooey chocolate chip cookie brand test. However, with National Chocolate Chip Cookie Day rapidly approaching (August 4th), it is the IN team’s sacred duty to make sure our dear readers are prepared to celebrate. We’re more than willing to make this sacrifice.   For this brand test, we put aside our competitive natures to explore three place-and-bake chocolate chip cookie dough brands. These products have their own unique qualities and benefits that would give them an edge, depending on who p ..read more

As the temperature rises going into the summer months, the IN team is looking for ways to stay cool. What better way to beat the heat than with a brand test of a classic summer treat: the ice cream sandwich!   There are many amazing variations of this dessert – from chocolate chip cookies on the outside to Rocky Road in the middle. But for this test, we’ll be sticking to the basics. Picture the quintessential ice cream treat: the classic vanilla placed between two dimpled chocolate wafers – that’s what we’re going for!   The brands below were selected based on their brand recognitio ..read more