From Candy Aisle to Culinary Creation: Hershey's Foodservice Transformation

Hershey's, the name synonymous with chocolate bars and sweet treats, has been quietly but powerfully transforming its role in the foodservice industry. No longer just about providing sugary snacks, Hershey's is now a strategic partner, offering data-driven insights and ingredient solutions to help foodservice operators create innovative and nostalgic menu items. This evolution is about more than just selling candy; it's about understanding the needs of chefs, restaurant owners, and consumers, and providing the tools and ingredients they need to succeed. In this blog post, we'll delve into Hershey's foodservice journey, from its early days to its current position as a major player in the culinary world. To learn more about this transformation, listen to our latest podcast episode, Beyond the Candy Bar: Transforming Iconic Treats into Foodservice Goldmines | Season 11, Vol. 4, where we interview Herb Ring, National Foodservice Director of The Hershey Company.

Herb Ring's Journey: From Family Restaurants to Hershey's Leadership

Herb Ring's career path is a testament to the importance of understanding the foodservice industry from the ground up. Starting in his family's restaurants, Herb gained invaluable experience in the day-to-day operations, challenges, and opportunities that foodservice operators face. This firsthand knowledge proved crucial as he transitioned into foodservice sales roles at companies like The J.M. Smucker Company. His understanding of customer needs and the practical realities of running a food business made him a valuable asset to these organizations.

Twenty years ago, Herb made the move to Hershey, Pennsylvania, to take on a role leading foodservice sales and marketing at Hershey. This was a pivotal moment, not only for Herb's career but also for Hershey's foodservice strategy. Herb's experience allowed him to identify key areas for growth and innovation, helping Hershey's to evolve from a simple supplier of candy to a trusted partner for foodservice operators. He saw the potential for Hershey's ingredients to be used in a wide range of applications, from classic desserts to innovative new creations.

Herb's journey highlights the significance of having individuals with practical experience in leadership roles within the foodservice industry. Their insights can drive strategic decisions, foster stronger relationships with customers, and ultimately lead to greater success for both the company and its partners.

Hershey's Foodservice Evolution: Selling Ingredients, Not Just Candy

The core of Hershey's foodservice transformation lies in its shift from selling finished candy products to offering ingredients that can be used in countless culinary applications. This strategic change allowed Hershey's to tap into a much larger market and cater to the diverse needs of foodservice operators. Instead of simply providing Hershey's bars or Reese's cups, the company began offering chocolate chips, cocoa powder, syrups, and other ingredients that chefs and bakers could incorporate into their own recipes.

This approach opened up a world of possibilities. Chefs could now use Hershey's chocolate to create signature desserts, bartenders could craft unique cocktails with Hershey's syrups, and bakers could enhance their pastries with Hershey's cocoa powder. The versatility of Hershey's ingredients allowed foodservice operators to create innovative and exciting menu items that would appeal to a wide range of customers.

Furthermore, by selling ingredients rather than finished products, Hershey's was able to provide greater value to its customers. Foodservice operators could purchase ingredients in bulk at a lower cost and then use them to create multiple menu items, increasing their profitability. This approach also allowed them to customize their recipes and create unique offerings that would set them apart from the competition.

Data-Driven Decisions: How Hershey's Uses Technology to Empower Foodservice Partners

In today's competitive foodservice landscape, data is king. Hershey's understands this and has invested heavily in technology to gather and analyze data that can help its foodservice partners make informed decisions. By leveraging data analytics, Hershey's can provide valuable insights into consumer preferences, market trends, and the performance of different menu items.

For example, Hershey's can track which desserts are most popular in different regions, identify emerging flavor trends, and analyze the effectiveness of different marketing campaigns. This information can then be shared with foodservice partners to help them optimize their menus, pricing, and promotions. By providing data-driven recommendations, Hershey's empowers its partners to make strategic decisions that will drive sales and increase profitability.

Hershey's also uses technology to improve its own operations. By analyzing sales data, the company can optimize its supply chain, reduce waste, and ensure that its products are always available when and where they are needed. This efficiency translates into lower costs for Hershey's and its foodservice partners.

The use of technology and data analytics is a key differentiator for Hershey's in the foodservice industry. By providing valuable insights and support, the company helps its partners to stay ahead of the curve and succeed in a rapidly changing market.

Nostalgia and Innovation: Limited-Time Offers and Creative Applications of Hershey's Products

Hershey's understands the power of nostalgia and the importance of innovation in capturing the attention of consumers. The company effectively combines these two elements by offering limited-time offers (LTOs) and encouraging creative applications of its products.

LTOs featuring Hershey's products can generate significant buzz and excitement, driving traffic to restaurants and boosting sales. For example, a limited-edition Reese's Peanut Butter Cup milkshake or a Kit Kat-flavored ice cream can create a sense of urgency and encourage customers to try something new. By partnering with Hershey's on LTOs, foodservice operators can tap into the brand's strong recognition and appeal.

Hershey's also encourages foodservice operators to think outside the box when it comes to using its products. The company provides inspiration and resources to help chefs and bartenders create innovative dishes and drinks that showcase the versatility of Hershey's ingredients. From Twizzler milkshake straws to alcoholic beverages infused with Hershey's chocolate, the possibilities are endless.

By embracing both nostalgia and innovation, Hershey's helps foodservice operators to create memorable experiences that will keep customers coming back for more. This approach also ensures that Hershey's products remain relevant and appealing in a constantly evolving market.

Examples of Hershey's in Foodservice: From Twizzler Milkshake Straws to Alcoholic Drinks

The versatility of Hershey's products is evident in the wide range of applications they can be found in across the foodservice industry. Here are just a few examples:

• Twizzler Milkshake Straws: Dairy Queen, a major Hershey's customer, has famously used Twizzlers as milkshake straws, adding a fun and nostalgic touch to their beverages.
• Hershey's Chocolate Desserts: From classic chocolate cakes and brownies to innovative mousse creations, Hershey's chocolate is a staple ingredient in countless desserts across the country.
• Reese's Peanut Butter Cup Treats: Reese's Peanut Butter Cups are incorporated into ice cream sundaes, milkshakes, and even savory dishes, adding a sweet and salty twist.
• Hershey's Syrup Cocktails: Bartenders are using Hershey's syrups to create unique and flavorful cocktails, adding a touch of sweetness and chocolatey goodness to their concoctions.
• Kit Kat-Inspired Pastries: Bakeries are creating pastries inspired by Kit Kat bars, such as Kit Kat croissants and Kit Kat donuts, appealing to consumers' love for this iconic candy.

These examples demonstrate the creativity and innovation that Hershey's inspires in the foodservice industry. By providing high-quality ingredients and encouraging experimentation, Hershey's helps its partners to create memorable and delicious experiences for their customers.

The Importance of Location: Hershey, Pennsylvania, as a Foodservice Hub

The location of Hershey's headquarters in Hershey, Pennsylvania, plays a significant role in the company's success in the foodservice industry. Being situated in a town dedicated to chocolate and confectionery provides a unique advantage, fostering a culture of innovation and collaboration.

Hershey, Pennsylvania, is not only the home of Hershey's but also a hub for culinary talent and foodservice professionals. The town attracts individuals who are passionate about food and beverage, creating a vibrant and dynamic community.

Furthermore, Hershey's location provides easy access to major metropolitan areas such as Philadelphia, Baltimore, and Washington D.C. This proximity allows the company to quickly and efficiently serve its foodservice partners throughout the region. The ability to maintain close relationships with customers and respond to their needs in a timely manner is crucial for success in the foodservice industry.

Hershey, Pennsylvania, serves as a constant reminder of the company's rich history and commitment to quality. This heritage is a source of pride for Hershey's employees and a symbol of trust for its foodservice partners.

Conclusion: Hershey's Transformation and Continued Growth in the Foodservice Industry

Hershey's transformation from a candy bar manufacturer to a strategic partner for foodservice operators is a remarkable story of innovation, adaptation, and customer focus. By shifting its focus to ingredients, embracing data-driven decision-making, and fostering creativity in the kitchen, Hershey's has established itself as a major player in the culinary world.

The company's success is a testament to its ability to understand and respond to the evolving needs of the foodservice industry. By providing valuable insights, high-quality ingredients, and a commitment to partnership, Hershey's helps its customers to succeed in a competitive market.

As Hershey's continues to grow and evolve, it is poised to play an even greater role in shaping the future of foodservice. With its rich history, strong brand recognition, and unwavering commitment to innovation, Hershey's is well-positioned to continue delighting consumers and empowering foodservice operators for years to come. Be sure to listen to our full conversation with Herb Ring in our latest episode, Beyond the Candy Bar: Transforming Iconic Treats into Foodservice Goldmines | Season 11, Vol. 4. You can also view our show notes for this episode, including links to Herb Ring's LinkedIn profile and the Hershey's Company LinkedIn profile here:

In this episode of Hospitality Hangout, Michael Schatzberg, “The Restaurant Guy,” and Jimmy Frischling, “The Finance Guy,” are joined by Herb Ring, National Foodservice Director of The Hershey Company.

Herb shares how he got his start working in his family’s restaurants before transitioning into foodservice sales roles at companies like The J.M. Smucker Company. Twenty years ago, Herb moved his family to Hershey, Pennsylvania, to take on a role heading up foodservice sales and marketing at Hershey. He talks about major foodservice customers like Dairy Queen using nostalgic ingredients like Twizzlers for milkshake straws, the importance of data and chopped candy in driving Hershey’s explosive growth, and more!

Key Takeaways

• [00:08 - 03:17] Introducing Herb Ring, National Food Service Director of Hershey
• [02:47 - 03:39] An opportunity to work at Smucker
• [03:41 - 05:51] Moving to National County, and working with Aramark
• [05:50 - 06:37] The first thing Herb sold for Hershey's was their chocolate syrup
• [06:38 - 08:18] Moving to Hershey, Pennsylvania for work. Realizing it was a great place to raise a family, and connected to major hubs like Philadelphia, Baltimore, and Washington DC
• [08:20 - 10:34] How Herb helps food service clients avoid the sandpits of business
• [10:58 - 15:19] How Hershey's is using technology and innovation to drive better decision making. Using data, selling goods as ingredients vs just candy bars, and having connections across the food industry
• [15:28 - 18:36] Limited time offers and how customers are incorporating Hershey's products into their line of nostalgic desserts and alcoholic drinks
• [18:45 - 22:27] Reflecting on four years of the podcast and 156 episodes, Hospitality Hangout podcasting frequency shifting to weekly,
• [22:32 - 24:49] Spice is Right, the price of a wing combo meal at Wingstop
• [24:49 - 28:44] Branded Quickfire with Herb Ring

Episode Credits:

• Produced by: Branded Hospitality Media
• Hosted by: Michael Schatzberg, JImmy Frischling
• Producer: Julie Zucker
• Creative Director: Adam Levine
• Show Runner: Drewe Raimi
• Post Production: Three Cheers Creative

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