Consumers are becoming increasingly selective with their away from home spending, meaning operators must work harder to communicate value, attract attention, and win spend and loyalty. While impactful marketing activations can help, such as those in our most recent report, many are unable to afford major advertising campaigns or margin eroding discounts and promotions. 

This threatens operator sales volumes, profitability and how much food and drink they can order from their suppliers. But this is where suppliers can play a more active role.  

Suppliers that support marketing activations can ensure their products are top of mind throughout the consumer journey, develop key operator relationships, and build brand awareness and loyalty in away from home. 

Co-branded NPD 

In today’s fast paced and connected world, consumers expect new, innovative and exciting food and drink. With social media driving a faster pace of flavour and format innovation, operators are challenged to respond to remain relevant. 

Suppliers can support with their product expertise and strong brand awareness, especially for developing categories, such as dairy alternatives, vegan or vegetarian. 

Market leading oat milk brand Oatly used its product expertise to co-create a premium cold foam with Black Sheep Coffee. The novel, elevated format backed by Oatly’s brand awareness encourages consumers to trade up on their drinks mission. 

Meanwhile, The Vegetarian Butcher and Burger King’s collaboration demonstrates how a brand specialising in a niche product category, such as plant-based alternatives, can add trust and credibility to a large operator’s proposition. 

Brand collaborations 

As consumers become increasingly selective about where and what they choose to eat and drink out of home, value is becoming even more important, and many are favouring brands they can trust. 

Suppliers can work with operators that share their values to showcase their credentials and speak to shared and new consumers. Work with operators on brand collaborations that are relevant and add value for your audience. 

Wildfarmed and Pure’s collaboration reflects both companies’ commitment to healthy and sustainable food and drink. With many consumers disillusioned about the impact their purchases can have on the planet, mutual sustainability credentials can reassure those looking to reduce their environmental footprint. 

Marketing budget support  

With current conditions meaning many operators cannot afford major marketing activations, there is a real threat to their consumer awareness and the bottom line. 

This presents an opportunity to develop key operator relationships and ensure your products are top of mind throughout the consumer journey. By providing marketing budget support, you can secure key advertising spots and insulate your profit margins. 

Coca-Cola’s and Red Bull’s partnerships with Panapolis demonstrates how supplier-led advertising can utilise otherwise dead space. Located below London Euston’s main departures board, these activations capture consumer attention whether waiting for a train or heading to a platform.  

More supplier opportunities 

Against a backdrop of rising consumer expectations and shrinking household budgets, operators must find new and innovative ways to communicate value. 

Suppliers that can co-brand NPD, enter brand collaborations, and provide marketing budget support can ensure their products are top of mind throughout the consumer journey, develop key operator relationships, and build brand awareness and loyalty in away from home. 

You can find out more about how to support operator marketing activations in our report Impactful marketing activations in away from home Q2 2026 (exclusive for Away From Home subscribers). Not subscribed? Read a free summary of last quarter’s activations here.