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Recipe for B2B success: Key strategies for scaling your F&B business
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Wednesday, 05 March, 2025, 16 : 00 PM [IST]
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Sanket S
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Indian sweets have a way of making themselves indispensable. Whether it’s a celebratory box of mithai shared among colleagues or a simple craving for something sweet after a meal, desserts are more than just food—they’re a moment of indulgence. For businesses in the food and beverage (F&B) sector, especially those operating in B2B, the challenge is not just creating a great product but ensuring it seamlessly integrates into the existing ecosystem of distributors, restaurants, and cloud kitchens. Scaling a B2B food business requires a mix of strategic planning, relationship-building, and operational excellence. Here’s how to get it right.
Think Human-to-Human, not just B2B
One of the biggest misconceptions about B2B food ventures is that they are purely transactional. In reality, success in this space depends as much on relationships as it does on the product itself. Building strong personal connections with restaurant owners, catering companies, and food aggregators ensures not only recurring orders but also trust—a crucial currency in the industry.
A supplier who understands the pain points of a chef or a procurement manager and actively works towards solutions will always have an edge. Whether it’s adjusting portion sizes, offering flexible delivery schedules, or simply being available for a conversation, the human-to-human (H2H) approach transforms one-time buyers into long-term partners.
The product is King, but logistics is Queen
A great product will get you in the door, but reliable logistics will keep you there. In the F&B industry, consistency is key—restaurants and cloud kitchens operate on tight timelines, and a delayed or improperly stored product can lead to cancellations, wastage, and ultimately, loss of trust.
Packaging and delivery mechanisms should be designed keeping in mind both the perishability of the product and the convenience of the end-user. For example, pre-portioned, frozen, or ready-to-serve formats can reduce preparation time and labor costs for restaurants. A solid cold chain infrastructure, coupled with real-time tracking, ensures that the product reaches its destination in perfect condition.
Reorders matter more than initial orders
The real indicator of success in B2B F&B isn’t how many businesses place an initial order—it’s how many reorder. A strong focus on customer feedback and quality control helps businesses refine their offerings to better meet the needs of their clients.
Regular check-ins, quick issue resolution, and periodic quality audits ensure that the relationship remains strong. Additionally, offering limited-time exclusives, new product variants, or seasonal specials can keep the engagement alive and provide businesses with fresh reasons to reorder.
Expand both vertically and horizontally
Scaling in B2B isn’t just about adding more clients—it’s about maximising each customer’s value. Vertical expansion focuses on deepening your presence within existing clients by introducing complementary products, offering bundled deals, or expanding to different meal occasions. For instance, a business supplying mithai to restaurants for post-meal indulgence can introduce smaller packs for takeaway or bulk packs for catering.
Horizontal expansion, on the other hand, involves reaching new customer segments or geographies. A brand that currently serves fine-dining restaurants could explore partnerships with quick-service restaurants (QSRs), corporate cafeterias, or even in-flight catering services. The key is to leverage existing distribution networks to push multiple product lines, creating a well-integrated ecosystem.
Never stop innovating
Consumer preferences evolve, and so should your offerings. A dedicated new product development (NPD) team helps businesses stay ahead of trends by continuously testing and launching new products within their existing distribution network. Whether it’s seasonal innovations, fusion flavors, or better packaging formats, keeping things fresh ensures sustained demand.
The path to sustainable B2B growth
Scaling a B2B F&B business is a balancing act between quality, relationships, and operational efficiency. Businesses that treat their B2B clients as partners rather than just customers stand to build stronger, more sustainable growth.
By prioritising logistics, focusing on repeat orders, and maintaining an innovative mindset, F&B businesses can not only scale but also establish themselves as indispensable players in their industry. Even if your product is just one item on the menu, there are over 7 million restaurants in India—the opportunity to be part of those menus is massive.
(The author is co-founder at Scandalous Foods)
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