In case you missed it (ICYMI), The International Foodservice Distributors Association (IFDA) dropped two big reports—one on the current economic outlook and one on AI in foodservice distribution. And yeah, full disclosure: my team and I contributed to one of them. But that’s not why I think they’re important. 

The first one, titled ‘Delivering Efficiency: A realistic Guide to AI Use in Foodservice Distributor’ articulates real-world use cases for incorporating AI into distributor’s businesses right now.

Second, IFDA-Technomic Quarterly Brief Most Pressing Challenges in 2025 from December of last year, showcases some rather urgent challenges that need to be addressed by Foodservice operators this upcoming year.

When I look at these two reports holistically, there’s some things to glean, and for those of you that may not have the same nerdy passion for reading IFDA reports that I do, here’s the TL;DR.

The DSR Is More Important Than Ever… and That Might Be a Problem

Operators are under pressure. Nearly 40% of operators say they need their DSR now more than ever—not just as an order-taker, but as a trusted guide.

The problem? Satisfaction with DSRs is actually trending down—about 20% lower than it was five years ago. That’s despite operators still valuing their monthly face time with reps, which remains a strong preference for 80%+ of them.

It’s not that DSRs aren’t trying. It’s that operators need more: more insight, more category expertise, more time-saving solutions. It’s no longer about pitching the cheapest bacon. It’s about helping the customer figure out if they’re even using the right bacon for their menu. 

The answers to that question are readily available in the data, which demands that DSRs do more than passively browse their catalog for the first bacon that shows up. It also requires that DSRs comb through any number of disparate data sources to try and make an informed decision on behalf of their customer. But who’s got time for that, really?

Distributors Are Betting Big on AI—But Not Just for Tech’s Sake

That information gap between what DSRs are sharing VS what operators really need to better run their businesses is inspiring urgency amongst leaders in food distribution. That’s why AI has become the #1 investment priority among IFDA members—especially in sales, ecommerce, and customer service. 

AI can be used to do a lot of heavy lifting behind the scenes: surfacing better product recommendations, identifying churn risks, tracking payments, and managing orders. It’s also way faster at gleaning business insights and much more accurate at processing data. 

So, why not take time consuming and mundane transactional tasks away from the DSR so that they can spend time on closing that information gap?

Despite a Shaky Economy, Customer Obsession Wins the Day.

Zooming out: even with inflation, interest rates, and a dip in consumer confidence, the foodservice industry is holding up surprisingly well. Restaurant and bar spending is actually up 5.4% year-over-year, and menu price inflation is easing off. That’s a sign of resilient demand and a strong core.

But economic headwinds are real. Credit card debt is up. Consumer spending could tighten. People are going to dine out where they feel valued while getting good value. The foodservice operators that are surviving these challenges understand this and build it into how they leverage technology to deliver a best-in-class dining experience, whether that’s a next-level digital loyalty program to keep customers coming back, or a seamless experience at a self-serve ordering kiosk.

For a food distributor, this means that now’s the time to be smart, proactive, and customer-obsessed. Not reactive.

AI Is Here to Enhance the DSR, Not Replace Them

Let’s be crystal clear: the goal isn’t to sideline the DSR. It’s to make them superhuman.

Operators still want that personal connection—but they also want fast answers, tailored product ideas, and help running their business better. AI can fill in the gaps so DSRs can stop juggling spreadsheets and start having more strategic conversations. The kind that actually moves the needle.

The data backs this up: the top 3 things operators want from DSRs are all about product knowledge, industry trends, and strategic advice—not price lists or promotions. This is where trust is built. This is where loyalty lives. 

Final Thought: The Best Tech Still Needs a Human Face

There’s no tech in the world that can replace a great relationship. In the end, service is in the title - food service. 

So what can we learn from all of this? For me, it’s not just what we already knew, that the best DSRs are consultative sellers. That’s been a given for the last decade. What’s great is that finally there is technology available making it easier for foodservice distributors companies to deliver on what we’ve come to expect in our daily lives as consumers - the best possible service and a great, trustworthy relationship with the companies that we buy our goods from.

Want to talk about how AI is changing the game in foodservice? Let’s connect. This is the kind of conversation I live for.

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