Trends, strategies and inspirations for distributors and chefs
As the end of the year approaches, the biggest food service distributors – Sysco, Pomona, Metro, Transgourmet, Brake and the like – are unveiling their holiday catalogues for 2025.
This period is a strategic time for annual turnover, with up to 20% of the year’s sales recorded during Q4.
But in a context of declining patronage and pressure on margins, the real questions are:
- How can you keep the magic alive after the holiday season?
- How can you convert this spike in business into an enduring tactic for 2026?
1. Five major trends to bear in mind for Christmas 2025
- Festive possibilities for plants
Plant-based products have surpassed the category of “health food” and are now a welcome part of any holiday meal.
Chefs are revisiting the classics with organic or free range eggs, heirloom grains, root vegetables and gourmet creations such as vegan pâtés, savoury brioches and sustainable canapés.
Plants have become a festive, healthy and profitable alternative, the perfect response to flexitarian demand.
- Return of pleasure and sharing
Guests want to treat themselves without going overboard. Shared dishes, family-style meals and generous desserts are replacing prolonged fine dining occasions. The name of the game? Emotional connection, authenticity and experiences that won’t break the bank.
- Made in France products and responsible value chains
As a result of France’s EGAlim Law and pressure to exercise corporate social responsibility (CSR), traceability is becoming a real sales argument. Labels and certifications – like Label Rouge, Organic, High Environmental Value, Agri-Ethique and Fair Trade – and goods made in France have emerged as hallmarks of product quality. They also provide an opportunity for chefs to tell their customers a story about their region and their engagement.
- Catering services, ordering and events
Revenue from Christmas dinner is no longer limited to restaurants’ formal dining rooms. Options like buffets, takeaway menus, catering orders and festive brunches are becoming
more and more widespread. And so, distributors are adapting their product lines, with pre-portioned products, finger food, ready-to-plate solutions and more, all of them great ways to increase your sales opportunities.
- Digital technology and inspiration
Digital solutions are becoming powerful points of leverage for distributors and restaurateurs. Between interactive catalogues, recipe suggestions, webinars and menu design apps, data and creativity can come together to facilitate purchases, inspire holiday menus and anticipate needs.
2. Bouncing back in the new year: Turning the holiday spike into a springboard for 2026
- Objective
Capitalise on Christmas dynamics in order to:
- maintain turnover in Q1
- retain professional clients
- intelligently move your inventory
- dig into the trends for 2026: wellness, plants, comfort and local food.
3. For distributors: Extend your strong holiday results
Distributors can turn the festive season into a driver of customer loyalty and innovation.
- Actions to leverage:
- “Tasty New Year” campaigns (January/February): Focus on comfort food, hot snacks, egg products and winter vegetables
- Use of holiday customer data: Follow up with clients who ordered premium products so you can offer them wintertime ranges (like a “Winter Box” or “Brunch Selection”)
- Intelligent sale of your inventory: Offer anti-waste solutions, inspirational menus or “Creative Clearance” collections
- Activities and training: Provide “2026 Winter Trends” workshops or webinars, plant- based recipes, brunch options and hot snack food Enhanced CSR: Issue communications about French value chains, fair trade and sustainable packaging.
Objectives: Stay in touch, inspire and boost the perceived value of your festive products after the season comes to a close.
4. For chefs: Extend your creativity and customer loyalty
After the holidays, guests tend to look for lighter fare, comfort food and authenticity. In other words, this is the perfect time to refresh your menu without leaving the festive spirit behind.
- Actions for chefs:
- “Winter Comfort” menus: Serve soft-baked eggs, gratins, soups and root vegetables, which form a natural continuity with holiday ingredients
- Themed options and New Year’s brunches: Offer menus with themes such as “Keep Treating Yourself”, “Light New Year’s” or “Gourmet Detox”
- Product provenance and sustainable value chains: Promote your ongoing CSR commitments (to fair trade, free range and local goods)
- Seasonal digital communications: Present behind-the-scenes stories, portraits of producers or a new winter menu with mouth-watering visuals
- Partnerships with distributors: Take advantage of suggested recipes, inspiration packs and management solutions to help you plan your orders in advance.
