Challenge

While traditional product-based selling has long been the default approach in foodservice sales, Affinity Group knew there was a better way. Their teams needed a reliable way to validate selling stories, back up product recommendations with credible data, and walk into operator conversations with proof points, not just passion. Without that foundation, even the best culinary ideas were hard to sell with confidence.

Solution

Affinity Group made Datassential central to how their teams prepare for every sales call — not as an occasional reference tool, but as the foundation of their selling methodology. Led by Kai Horn, VP Segments, the team embedded a clear framework into their approach: every presentation should help an operator make money, save money, or solve a problem. Datassential is what makes that possible at scale.

To accelerate adoption across the On-Site Foodservice and Chain Account teams, Affinity Group hosted workshops built around real-world application, not abstract training. The centerpiece was a dine-around exercise: on the first night, the full team ate at a local restaurant, spoke to the servers, and studied the menu and kitchen. The next morning, they used Datassential to build a live pitch for that account from scratch.

“Before incorporating Datassential into my workflow, one of the biggest challenges I faced was finding ways to truly sell the story behind our clients’ products and provide proof points that supported why those products mattered in the market.”

Rachel Felkins

Sales Planning & Marketing Manager, Southeast

Impact

From informational to strategic — across every asset

Since the workshops, Datassential insights have been incorporated into nearly every marketing and sales asset Affinity Group produces — flyers, selling stories, sales presentations, internal communications, and operator-facing materials. The shift has been qualitative as much as quantitative: materials that once conveyed information now tell a story, backed by data that operators and clients can’t easily argue with.

A Mediterranean pitch that closed

When a chain operator expressed interest in adding healthy, globally inspired options with a Mediterranean focus, Affinity Group’s team built a comprehensive presentation using Datassential. They mapped relevant global and health-forward trends directly to the operator’s existing menu, layered in pricing guidance and strategic menu recommendations, and tied it all back to their clients’ products. The result wasn’t just a compelling pitch. It was a winning one.

Win details:

• Customer: 27-unit chain in the Southeast US
• Win type: 2 LTO placements + 1 permanent menu item
• Approach: Trend data, competitive menu context, and pricing guidance
• Foundation: Datassential menu data + operator profile insights

Stronger teams, more confident conversations

For the sales team specifically, the quality of materials has measurably improved. Reps now go into customer conversations with stronger talking points, menu inspiration grounded in real trend data, and the ability to speak credibly to emerging flavors, protein trends, college dining insights, and regional menu growth opportunities — areas where data validation makes the difference between a conversation and a close.