Foodservice buying group, Caterforce, which brings together nine of the largest independent wholesalers in the UK, has appointed data & digital experts TWC to conduct a customer research project for the group. The purpose of the study is to better understand how foodservice operators decide what to offer their customers and how they are engaging with them, including digital engagement.

The survey, which will be sent to customers of Hunt’s Food Group, Tiger Foodservice, Pilgrim, Pioneer, JB, Lynas, Dunsters Farm, Castell Howell and Philip Dennis, will gather feedback on topics such as influences on the selection of new products; where they get menu inspiration from; drivers for menu changes; and which industry trends they are most closely following and adopting.

The findings from the study will be shared at the Caterforce 2022 Conference, which takes place on 16th November at The International Convention Centre Wales. Ultimately, the study will inform future strategy for the member wholesalers.

Commenting on the project, Gary Mullineux, Managing Director at Caterforce, said:

“These insights will help us to better support our member wholesalers. By understanding their customers’ needs and expectations we will be able to make more informed decisions on products, pricing, distribution channels and marketing. We chose TWC to lead on this project as our trusted data partner and an expert in market research. We look forward to sharing the results with our supplier partners at the conference in November.”

TWC Development Director, Tom Fender, said:

“We are delighted to be working with Caterforce on this important research project, building on our existing relationship as data partners, with TWC powering Caterforce Sales Hub (data reporting service).

We applaud Caterforce for wanting to understand current and future marketing trends to evolve the group’s digital excellence. Caterforce is the latest high-profile wholesaler or buying group to utilise our new research capability. The TWC team has vast experience in this area.”

TWC Trends was launched in 2021 to complement the sales data TWC manages on behalf of its clients. Sales data reports what is happening, but consumer insight helps to explain the ‘why’. Businesses need expert support in both areas to understand the total picture, which TWC is well placed to provide.