Hospitality operators now expect full transparency from their supply chain

Hospitality operators are articulating precisely what they expect from suppliers more than ever, new research has found.

According to foodservice marketing agency Omne’s Brands Away From Home 2 (BAFH2) report, operators expect suppliers to  deliver measurable efficiency; to offer digital, audit-ready data on their products; a varied, culturally-relevant menu; as well as healthy produce.

The study said that supplier reassurance is not enough, and that buyers need proof before committing to a purchase. This comes in the form of what Omne called ‘proof packs’, which might include ROI calculators, digital compliance dashboards and nutrition planning tools. Brands are no longer judged solely on product quality, but on their ability to deliver measurable performance across multiple fronts: efficiency, compliance, differentiation and health.

Other findings were:

• 68% of large operators said suppliers offering digital compliance or operational tools are more attractive to list.
• Own label competition is rising, but operators remain willing to pay a brand premium only when value is evidenced through data, savings or health delivery.
• Health has become contractual, not optional: workplace, education, and healthcare operators now face formal nutrition KPIs.
• Buyer trust is earned through proof, rather than brand heritage.

“Operators are no longer buying reassurance,” says Michael Gividen, chief executive at Omne. “They’re buying evidence – proof that a brand saves time, cuts waste and ensures compliance or drives demand.

“BAFH2 signals a turning point. Operators aren’t rejecting brands – they’re just redefining what value means. In this new environment, reassurance must be proven. The suppliers that can show up with evidence, data and real partnership behaviours won’t just keep their listings – they’ll thrive.”