What’s shaping the decisions of foodservice operators in 2025? Is artificial intelligence (AI) the future of back-of-the-house operations? How can sustainability and innovation translate into higher profitability? These are the key questions answered by the 2025 Operator Path-to-Purchase Study, a collaboration between Affinity Group and FoodMix Marketing Communications. Over 873 interviews with foodservice operators across the country reveal a landscape in flux, where emerging technologies and cultural shifts are fundamentally reshaping the way industry leaders think, buy, and act.

The study not only uncovers trends but also underscores the opportunities for proactive businesses to gain a competitive edge. Whether you’re a restaurant owner, distributor, or manufacturer, this is your go-to guide for navigating the modern culinary supply chain.

The 2025 Foodservice Landscape at a Glance

A striking takeaway is that operators in 2025 are adopting new products, equipment, and services at a faster rate than they did in 2021. Nearly 70% of operators have allocated 10% or more of their expenditures to new items over the past year, a strong rebound from the cautious post-pandemic mindset.

What’s driving these changes? A dual focus has emerged:

Inflationary Pressures are forcing operators to rethink costs, efficiency, and operational stability.
Customer-Centric Initiatives are prompting investments that elevate the dining experience, from menu innovation to enhanced ingredients.

Yet, challenges persist. Larger operators continue their uphill battle with supply chain disruptions, while smaller operations demand more creative inspiration from distributors. Bridging these gaps requires businesses to tap into digital solutions and personal connections to cement their influence along the path to purchase.

How Sustainability, AI, and Innovation Are Reshaping Foodservice

Artificial Intelligence: Efficiency Meets Opportunity

AI’s potential in foodservice is undeniable, yet it remains polarizing. Larger operators are leading the charge, viewing AI as a game-changer for inventory management, labor optimization, and even menu analytics. For example:

Inventory Management tools now monitor spoilage and automate re-ordering, minimizing waste and maximizing cost savings.

Demand and Labor Forecasting systems help large chains schedule shifts efficiently, ensuring better coverage on peak days without inflating costs.

Automated Marketing Platforms are revolutionizing customer relationships by tailoring promotions to individual preferences, turning loyalty into profitability.

Despite these advancements, many smaller operators remain on the sidelines due to a lack of resources and information about AI’s practical applications. For tech-savvy vendors and manufacturers, this signals a huge untapped market. Educating operators, simplifying tool implementation, and demonstrating ROI will be critical to unlocking opportunities in this space.

Sustainability as Strategy

Sustainability isn’t just a trend; it’s a business imperative. Operators recognize the value of reducing food waste, adopting recyclable and compostable packaging, and sourcing ethically. Nearly 55% of survey respondents identified waste reduction as a top sustainability priority, aligning economic benefits with environmental responsibility.

However, sustainability initiatives that align with cost efficiency tend to receive the strongest support. For example, versatile products like multi-purpose ingredients or sustainable packaging solutions aren’t just eco-friendly; they also streamline operations, lower costs, and reduce dependencies on single-use inventory. The challenge lies in ensuring that sustainability-focused innovations remain accessible and integrated into pricing structures.

The full survey results are available here:

The Role of Innovation

Operators define great innovation as anything that solves real problems, saves money, and enhances operations while delivering exceptional customer experiences. The standout advancements in 2025 involve:

Portion Control Innovations that reduce food waste and elevate operational efficiency.

Globally Inspired Ingredients that set menus apart and excite patrons.

Labor-Saving Tools that manage kitchen workflows with minimal oversight but maximum output.

For manufacturers, these insights underscore a powerful opportunity to lead the market with targeted solutions that go beyond traditional offerings. Whether it’s unique menu items or technological tools, operators are eager for innovations that keep them ahead of competition.

The Expanded Path-to-Purchase in 2025

Another key finding from the study is the growing number of steps operators take in their purchasing decisions. On average, operators now consult 8-9 information sources before buying a new product, compared to 5-6 steps in 2021. This fragmented path also mirrors the increased reliance on digital tools.

Key paths to purchase include:

1. 1. Initiating Internet searches for options and inspiration.
  2. Tapping into social media platforms like Instagram to see trends, reviews, and user experiences.
  3. Consulting with sales reps, who continue to be influential, particularly for smaller operators seeking guidance and human connection.
  4. Attending in-person or virtual trade events, which have improved significantly since 2021. Satisfaction with virtual events jumped from 21% to 36%, making them a viable option for connecting with operators.

For manufacturers and distributors, these findings highlight the critical need to maintain an omnichannel presence. Websites must provide detailed product information while engaging social media content and trade events strengthen visibility.

Addressing Current Industry Challenges

To thrive in this dynamic environment, businesses must adapt to the opportunities highlighted in the study. Here’s how:

AI Partnerships: Collaborate with third-party providers to deliver tailored AI solutions that help operators simplify labor, inventory, and marketing efforts.

Authentic Sustainability: Position your offerings as cost-effective and environmentally responsible. Prove ROI with responsible sourcing and packaging that enhances efficiency.

Innovative Product Development: Respond to the demand for labor-saving and versatile products by creating solutions that operators can use across multiple menu applications.

Enhanced Digital Strategies: Create content that not only informs but also inspires operators to take action. Leverage blogs, email marketing, and SEO-rich supplier websites to redirect traffic into meaningful engagement.

A Call to Action for the Foodservice Industry

The 2025 Operator Path-to-Purchase Study reveals an industry poised for bold transformation. The appetite for change is here, and forward-thinking businesses have the opportunity to lead with innovation, technology, and sustainable solutions.

Whether you’re exploring AI integrations or refining your supply chain strategies, the time to act is now. Need help identifying the best pathway forward? Contact Affinity Group to leverage our insights and expertise. Together, we’ll help your business stand at the forefront of foodservice evolution. Reach out today and make 2025 the year your operation thrives.

About Affinity Group

Affinity Group’s experience in all aspects of the retail and foodservice industry make us the perfect partner to help our customers grow their brand and drive results for their business. Our talented team of sales professionals has the in-depth knowledge today’s culinary brands need to make sure they stay connected to a community of resources and relationships. For more information, visit www.affinitysales.com