Keep it cheap and simple

For manufacturers wanting to start - or increase - their offering to caterers, there are a few points worth remembering. The hospitality sector is currently facing the toughest time it has seen for many years. It is having to deal with rising food and energy costs, coupled with dwindling consumer spending. This adds up to doom and gloom for the foreseeable future. So, is there any light at the end of this tunnel for caterers? And, if there is, how is it likely to affect those food manufacturers wanting to supply them?

Manufacturers need to reflect and mirror customer and consumer behaviour, as caterers have a better chance of survival if they evolve with the climate they are facing. It means embracing some basic principles and adapting to the new environment.

Value for money is top of everyone's agenda and this is about the whole dining experience. Customers are now seeking value for money as never before. Those that deliver it have a good chance of getting return custom. Those that don't have a serious problem!

Simplicity is also becoming more important for caterers. An increasing number are limiting their food offering in order to reduce waste. They are also focusing their menus to make them more attractive to their target markets.

Other considerations that potential suppliers should take into account include the increasing number of short-term gimmicks used by caterers. One restaurant in London, for example, is asking customers to pay only what they think the meal was worth. We've also seen pubs offering a £1 menu and Michelin Star pricing slip to just over £10 for two courses, and just below £20 for two stars.

Manufacturers wanting to supply caterers need to help them adapt to this new and changing world of consumer behaviours. They also need to ask themselves: 'Where will my customer go next?' And that's another issue altogether.