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2026 Foodservice Marketing Field Guide

Field Guide
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2026: adapt and innovate.

In a time when it seems there is more disruption than stability, we foodservice marketers can’t sit still and let a little chaos overwhelm and paralyze us. And yet, we can’t follow every whim or distracting tangent either, or our strategy gets diluted and our resources spread too thin. It’s about the balance, and it starts with understanding the buyer.

This field guide is about helping you find clarity and discernment as you look at your business challenges and marketing objectives and navigate strategic priorities that will move your brands forward and keep them relevant. Be that how you’re targeting by segment, what messaging will resonate most, determining the smartest marketing mix to achieve your goals, or the technology needed to maintain a sustainable clip.

Let’s get into it.

What you’ll get in the field guide.

  • An insider’s view of the foodservice industry
  • Key trends shaping the category
  • Strategic planning frameworks
  • Segment-specific buyer insights
  • Tactical starting points
  • 2026 food show schedule
  • And more!

Working with Matato.

Matato brings over 35 years of foodservice marketing leadership to every engagement – helping brands define and amplify their message for foodservice buyers. Here’s what that has looked like for other clients.
  • Positioned for sustained category growth with culinary-driven sales enablement content and dedicated foodservice properties.
  • Introduced new brand to the U.S. market, capturing over 1,400 targeted operator leads over 4 months.
  • Generated 230+ qualified leads per month through more relevant positioning and integrated marketing activation.
  • Established highest levels of unaided brand awareness in their category.
  • Activated product launch campaign generating 100+ SQLs – ultimately opening up new distribution partners.