CHICAGO, June 17, 2026 — Understanding consumer trends, finding opportunity in the independent restaurant segment, navigating supply chain cooperatives and more thorny food-away-from-home issues were discussed during the first day of the 2026 Virtual Marketing & Sales Conference.
The event, presented June 16-17 by IFMA The Food Away from Home Association, features more than 20 live and on-demand education sessions over two days, under the theme of “driving growth under pressure.”
Participants can register at any time to obtain access to all conference content for the next 90 days.
Here’s a look at some of the key takeaways from the first day of the conference.
The K-shaped economy is causing contradictions
The split between high-income earners and lower-income consumers is creating some push-and-pull behaviors.
That’s according to Renee Lee Wege, trendologist and senior publications manager for research firm Datassential.
Many consumers are holding tight to their purse strings, Wege noted, but, at the same time, more than a third of those surveyed said they’re seeking out premium, unique and experiential dining experiences.
Plus, they’re looking for a good value but they don’t want too much of a good thing – especially consumers who may be taking popular GLP-1 weight loss drugs.
“Give consumers the Goldilocks option,” she said. “Balancing indulgence with wellness is the sweet spot.”
Purchasing cooperatives are gaining steam
About 80% of the Denny’s franchisee system signed up for the chain’s new purchasing co-op Supply Leadership Administration & Management (SLAM) during its first two weeks in operation, new SLAM CEO Steve Pattison told Association Managing Editor Peter Romeo. And Pattison expects to recruit all of the family dining chain’s restaurants as members over the next six months.
“That’s a pleasant surprise,” he said.
The supply chain co-op, a model that’s becoming increasingly popular at chain restaurants around the country, acts like an air traffic controller, he said.
“We don’t own the planes or fly the planes, but we make sure all the commerce is moving,” he said, adding that franchisees should expect to see cost savings and enhanced efficiency.
Pay attention to independent operators
Independent restaurants make up 64% of all restaurants, yet they’re sometimes neglected by food manufacturers and distributors in favor of striking deals with the big chains.
But indies are certainly worth paying attention to, according to panelists at the Virtual Marketing & Sales Conference.
“Sometimes the independent operators are the trendsetters,” said Michael Demar, senior director of Food Service Sales at Big Mozz. “We’ve got to capitalize on it … How we got here is the independent restaurant segment. We want to continue to give back to that segment. We act more and more every day as a consultant to the independent operator. We can direct them to business partners and colleagues.”
A perplexing pepperoni problem
To win sales in a crowded category, you have to think creatively. And you have to solve a problem that operators actually have, not just bring new products to market for the sake of doing so.
Beth Fehrenbacher, Innovation Team lead for Hormel Foods, shared a recent instance in which her team did just that. They’d noticed operators struggling to top pizzas during busy times with traditional round pepperoni slices.
So, they devised “ribbon pepperoni.”
“What if you could put pepperoni on a pizza with the same efficiency as mozzarella cheese?” Fehrenbacher asked.
Thus one of Hormel’s newest products was born, all by putting the “focus on the pain point,” she said.
Don’t let sales pass you by
In a challenging market, sales cycles are getting longer and more complex.
And you might need to watch out for an unexpected competitor, said Conall Gallagher, senior sales manager for The Coca-Cola Company.
“Your biggest competitor in the room is no decision,” Gallagher said. “Most deals don’t go to your competitor. They fizzle out and people won’t proceed with it.”
That’s why, Gallagher stressed, it’s especially important to take a multi-threaded sales approach. Don’t rely on one decision maker in an organization to give you the green light. Forge relationships with multiple people within the company. It may take more time and effort but will likely pay off in the end, he said.
Register any time within the next 90 days to watch all sessions from the Virtual Marketing & Sales Conference. The event continues on Wednesday, June 17.
Heather Lalley is the director of communications for IFMA The Food Away from Home Association. A lifelong journalist, Lalley has previously worked with industry publications including Restaurant Business, CSP Daily News, Supermarket News and Foodservice Director.