In a changing food service market, distributors must continuously adjust their product lines in response to new expectations on the part of restaurateurs and their guests.
Flexibility, traceability, quality labels and the rise in vegetarianism are just some of the trends that are reshaping menus and ingredients today. Within this context, egg products deliver strategic versatility to food service distributors. A well-reputed industrial egg products brand can be a real advantage when it comes to adding value and standing out rom the crowd. Distributors also need to look past the simple sale of their products to implement a structured strategy for their business.
Latest trends in kitchen habits
1. Flexibility: Restaurateurs are looking for versatile products that are easy to store and use, like pasteurised liquid egg products (for sauces, pastry creams or ready-made meals) and ready-to-use products (such as omelettes or poached eggs). By offering products that are easy to incorporate into all kinds of recipes, you can increase your clients’ average orders. In the United Kingdom, independent restaurants and fast food chains including Pret A Manger and Greggs use pasteurised liquid egg on a massive scale for their pastries and other desserts, as well as egg-based products for their sandwiches, such as hard-boiled or poached eggs. This helps to shorten prep times and enables large-scale kitchen
production. And in Spain, in the central kitchens of chains the likes of Grupo Vips and Telepizza, ready-to-use egg products make it possible to standardise portions and optimise labour costs.
2. Vegetarianism and flexitarianism: Demand for no-meat and low-meat menus is growing dramatically. Egg products can serve as the base for protein-rich meatless dishes or allow for mixed egg+vegetable recipes that are suitable for diners following a vegetarian or flexitarian diet. By responding to this vegetarian and flexitarian demand, you can capture new market segments, retain existing clients and increase your total sales volume. In the UK, chains like Leon and Itsu have added egg+plant alternatives to their dishes. You can capitalise on this trend to develop new product ranges, ramp up your sales and capture a booming segment.
3. Quality labels: Consumers and restaurateurs are mindful of labels, for instance, organic, free-range, place of origin (preferably local) and animal welfare labels. Labelled egg products provide reassurances of traceability and quality, and can justify charging a slightly higher price, improving your profit margin. Labels and transparency can increase the total price of your average orders and attract clients that are attentive to product quality. In Britain, hotels and premium restaurant chains such as Gourmet Burger Kitchen tend to prefer British Lion Eggs and egg products that are certified free-range or organic, which provides a rationale for charging premium rates whilst encouraging client loyalty. In Spain, supermarket groups like Mercadona and Eroski showcase eggs sourced from sustainable value chains, allowing distributors to differentiate themselves and boost their margins.
By combining these three approaches, you can maximise your turnover, bolster your credibility and retain your clients, all while responding to current dietary trends.
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Advice and action plans for food service distributors
1. Define a strategic product range tailored to your clients’ needs
Advice: Segment your portfolio based on uses and volumes:
- Pasteurised liquid egg products for sauces, pastry bases and protein-rich dishes
- IQF products for industrial production
- Ready-to-use products for fast food and snack food
- Egg+plant options to take advantage of flexitarian and vegetarian demand.
Action plan:
- Identify key client types (independent restaurants, chains, central production kitchens, etc.).
- Analyse the quantities consumed and the need for convenience.
- Determine priority products to recommend in order to maximise sales and loyalty.
2. Promote the flexibility and convenience of your products
Advice: Underscore the versatility of your egg products to convince clients of their added value.
- Explain how liquid and ready-to-use products can reduce prep times and waste.
- Offer packaging that is suitable for clients ranging from small to large organisations.
Action plan:
- Train your sales force on pitching your portfolio’s flexibility and convenience.
- Create product information sheets and standard recipes that illustrate how versatile and easy-to-use your products are.
- Use case studies and/or testimonials to demonstrate how your egg products have simplified production and increased sales for other clients.
3. Make the most of vegetarian and flexitarian trends
Advice: Egg+plant options are a great way to respond to a swiftly expanding market:
- Consumers today are looking for dishes that are healthy, fast and rich in protein.
- Including these products as part of varied menus can generate new sales and customer loyalty.
Action plan:
- Offer vegetarian/flexitarian packs to chefs and restaurateurs.
- Create marketing materials featuring simple and appealing recipes.
- Track your sales of these products and adjust your offerings to actual demand.
4. Highlight your product labels and traceability
Advice: Transparency about provenances and certifications enhances your clients’confidence and can be used to justify charging premium prices:
- Thanks to labels such as organic, free-range, local origin and animal welfare
- Reassuring to clients in respect of quality and food safety.
Action plan:
- Create visual and digital materials to showcase your labels.
- Train your sales teams on communicating about traceability and the value added by your products.
- Mention your quality labels in your sales proposals, to reinforce your credibility and differentiate your products.
5. Provide support for restaurateurs and chefs
Advice: Be a strategic partner, not just a supplier:
- Offer training sessions or product demonstrations.
- Provide recipes and suggested menus tailored to the latest dietary trends.
- Perform regular monitoring and adapt your portfolio to changing needs.
Action plan:
- Hold culinary workshops or webinars for chefs and purchasing managers.
- Set up regular client check-ins with personalised recommendations.
- Supply digital materials (technical information sheets, recipe videos, interactive catalogues, etc.).
6. Monitor and optimise your portfolio
Advice: Measure the impact of your strategy, so you can maximise your margins and your customer retention.
Action plan:
- Analyse your sales by product type and client segment.
- Identify the best-performing products and those in need of extra promotional efforts.
- Adjust your inventory, sizes/packaging and offers based on feedback from your clients and the latest market trends.
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A brand of egg products with a solid reputation: A promise of quality and support
Egg products are more than mere ingredients: they are at the centre of many different recipes, from pastries to ready-made meals, by way of vegetarian options. Choosing a recognised brand like Cocotine, which is part of an engaged co-operative, lets you provide clear guarantees about your products’ traceability and origins:
- Proximity to farmers: direct ties that reassure restaurateurs and diners alike
- Labels and certifications: organic, free-range, animal welfare cage-free, provenance, etc., all of which are advantages when responding to tender invitations and societal expectations
- Guaranteed brand awareness: the strength of a well-known brand helps you stand out from standardised private labels. Over and above our products, Cocotine provides partner distributors with a whole array of marketing and digital tools:
- Communication kits: POS displays, brochures, and educational videos about provenance and traceability
- Signature recipes: developed with chefs to inspire the use of egg products
- Sales training: arguments in line with the latest trends
- Digital tools: interactive catalogues, downloadable information sheets, and social media content.
These materials serve to reinforce your sales team and simplify the transmission of messages about quality and differentiation to restaurateurs.
By including egg products from a strong brand in your portfolio, you’re not just selling products. You’re becoming a partner for restaurateurs in the nutrition transition:
- With secure supplies from traced, certified French value chains
- With a portfolio enriched by solutions tailored to today’s trends
- On the strength of the reputation and tools of a robust brand, to boost your credibility and your sales.
In a market where value is built around both product quality and the ability to inspire and support restaurateurs, a trusted brand of egg products is a necessary ally for any food service distributor.
