At its best, a cutting goes beyond a taste test and becomes a critical decision-making tool.
What Is a Cutting?
More specifically, in foodservice sales, a “cutting” is a structured, side-by-side evaluation designed to compare your product against competitive alternatives – most often an incumbent, high-volume item already trusted by the operator.
The goal is to help operators make a more informed, data-backed choice by evaluating key variables such as:
- Cost and portion economics
- Case weight and yield
- Product quality and consistency
- Labor requirements
- Operational fit
When executed well, a cutting shifts the conversation from price to performance.
How to Structure a World-Class Cutting
The specifics will vary depending on your product category and operator segment, but the most effective cuttings share a few core characteristics: They’re structured, measurable, and relevant to the operator’s day-to-day reality.
1. Go Beyond Cost Per Case
Too many cuttings stop at a simple case price comparison. That’s a missed opportunity.
A best-in-class cutting breaks down the true cost per serving by digging into:
- Yield (especially in high-waste categories like fresh produce or proteins)
- Portion size consistency
- Number of servings per case
If your product reduces trim loss or delivers more usable product, quantify it.
Even better – translate it into operator language: “This product delivers 18 more servings per case, reducing your cost per plate by $0.27.”
2. Factor in Labor Savings
Labor is one of the most expensive – and volatile – inputs in foodservice today.
If your product offers any labor advantage (pre-cut, pre-cooked, simplified prep), make it measurable:
- Time saved per prep cycle
- Reduction in skill level required
- Improved speed to service
Then connect it back to dollars: “This saves 45 minutes of prep per case, equating to ~$12 in labor savings.”
Now you’re selling operational efficiency.
3. Evaluate Product Quality with All Senses
Quality still matters – and often wins the decision when cost differences are marginal.
A strong cutting creates space for a full sensory evaluation:
- Appearance: color, uniformity, plate appeal
- Texture: bite, consistency, integrity after holding
- Flavor: balance, freshness, seasoning
- Aroma: especially important in proteins and sauces
The key is to guide the evaluation, not leave it subjective. Give operators a simple scorecard or framework so feedback is structured and comparable.
4. Highlight Meaningful Differentiators
When cost and quality are close, differentiation becomes the deciding factor.
This is where you reinforce your product story:
- Cleaner ingredient labels
- Traceability and sourcing transparency
- Sustainability credentials
- Packaging innovations (shelf life, storage efficiency, waste reduction)
But here’s the key: Tie every differentiator back to operator value.
Scaling a Cutting
A cutting is one of the most powerful moments in the foodservice sales process – but it’s also resource-intensive. It requires time, product, coordination, and often in-person support.
And your sales team can’t be everywhere at once.
To grow, the cutting process needs to become repeatable and scalable.
1. Standardize the Playbook
Document, deliver, repeat.
Start by building a repeatable cutting framework:
- Clear setup instructions
- Defined comparison criteria
- Simple scoring tools
- Talking points for sales reps and partners
This ensures consistency whether the cutting is led by your team, a broker, or a distributor rep.
2. Enable Brokers and Distribution Partners
Your extended sales network expands your reach – but only if they’re equipped.
Invest in training and tools:
- Short-form training videos
- One-page cutting guides
- ROI calculators
- Sample scripts for leading the conversation
The easier you make it for partners to execute a cutting, the more often it will happen.
3. Introduce Virtual and Hybrid Cuttings
Not every evaluation needs to happen in person.
Virtual cuttings – supported by shipped samples, guided walkthroughs, and digital tools – can dramatically expand your reach. These work especially well for:
- Multi-unit operators
- Early-stage evaluations
- Follow-up comparisons
The goal isn’t to replace in-person cuttings, but to remove bottlenecks.
4. Empower Self-Guided Evaluations
The most scalable cutting is one that happens without you.
Provide operators with:
- Step-by-step evaluation guides
- Pre-built comparison sheets
- Clear instructions on prep and portioning
If an operator can confidently evaluate your product on their own – and arrive at the same conclusion – you’ve built a system that scales.
Final Thought
When structured correctly, a cutting shifts the conversation from opinion to evidence, from price to performance, and from selling to solving.
And when you can scale that experience beyond the limits of your sales team, it becomes a true growth engine.
