While certain words can drive different results from market to market, there’s something even more fundamental at play, and foodservice marketing is no exception — namely, not “what” but “who.” Targeting the right audience in the first place is the foundation of any successful messaging strategy.

What if you could know ahead of time how your audience will react to a specific ad or even a product launch? Concept testing, not crossing your fingers, is the best way to know whether something new will resonate.