Rethinking foodservice: How smart systems are shaping the industry
The global foodservice industry is on a remarkable growth trajectory, expected to reach a market value of $5.1 trillion by 2034. But behind this expansion lies a far more complex reality. Operators across quick-service restaurants (QSRs), cafés, convenience retail, and fine dining are navigating cost pressures, labor shortages, supply chain disruptions, and rapidly evolving consumer expectations.
Jana Martin is Sr. Manager of Global Foodservice Marketing at SIG, focused on how beverage premiumization is reshaping the future of foodservice. With experience across Coca-Cola, Heineken, and Stoli, she brings a global perspective on building brand value and elevating occasions. She partners across markets to translate premium beverage trends into strategies that drive differentiation, higher-value experiences, and sustainable growth.
“In my work with foodservice partners globally, one thing is clear: success today hinges on mastering two critical drivers – efficiency and experience. These are no longer trade-offs; they must be delivered simultaneously.”
At the same time, winning is no longer about optimizing individual components in isolation. Increasingly, success comes from connecting critical enablers into a unified, fully integrated system – one that simplifies execution and enables scalable growth across the foodservice ecosystem.
The new foodservice equation: Efficiency meets experience
Efficiency has become non-negotiable. Businesses must streamline operations, reduce waste, and maintain profitability in a cost-sensitive environment. At the same time, consumer expectations for quality, personalization, and convenience continue to rise, requiring operators to deliver more with less.
Technology is helping bridge this gap. From smart dispensing systems and shelf-stable packaging to digital ordering and contactless payments, operators are finding ways to increase speed without compromising consistency.
“But tools alone are not enough. Delivering performance at scale requires coordination across the foodservice ecosystem – operators,
co-packers, and dispensing partners – working through an integrated system rather than disconnected solutions.”
In practice, the most successful programs are built on three principles: connect the right partners, simplify daily operations, and enable growth at scale.
Unlocking growth in QSR through smarter solutions
The QSR segment continues to lead industry growth, especially as consumers become more value-conscious. Research from Vericast shows 60% of consumers surveyed will ‘trade down’ from a casual dining restaurant to fast food, accelerating the shift toward quick-service formats.
We’re seeing a clear shift toward on-demand beverage platforms, menu diversification to drive upsell, and automated, consistent preparation enabled by dispensing systems.
Flexible formats such as bag-in-box solutions allow operators to introduce new products quickly, maintain consistency, and scale efficiently – turning operational efficiency into a growth driver.
The sustainability imperative
Sustainability is no longer optional – it is a decisive factor in consumer choice and long-term competitiveness. In the UK, for example, 59% of students say they’re willing to change their diet to make it more low impact on the environment and people involved in food production if packaging on food told them the impact. According to a study by Technomic, 93% of operators in the U.S. consider sustainability and social responsibility as something important.
At the same time, 17% of global food production is wasted annually, with foodservice contributing 26% of that waste.
“When a fully integrated system is established, operators can improve portion control, reduce spoilage, and minimize waste – turning sustainability into a measurable operational advantage.”
Why packaging is no longer 'behind the scenes'
Packaging has evolved from a hidden operational element to a driver of performance and perception. Today, packaging connects product, equipment, and workflows – enabling efficiency, hygiene, and scalability. Solutions like bag-in-box deliver up to 99% product evacuation, reduce material usage, and ensure consistent performance.
A case in point: Reinventing coffee service
Advanced dispensing systems using flexible packaging are reshaping café operations by reducing plastic use, improving workflow, and enhancing consistency and sustainability.
What’s next: The future of foodservice innovation
Key trends include smart dispensing at scale, a shift to flexible formats, continued growth of plant-based offerings, and increased adoption of shelf-stable solutions.
Across all trends, the common thread is the need for integrated systems that connect ecosystems, simplify execution, and enable growth.
“The foodservice industry is at a turning point. The winners will embrace integrated system strategies that bring together packaging and dispensing.”
By focusing on connecting ecosystems, simplifying operations, and growing at scale, operators can build resilient, future-ready businesses.
Ultimately, the future of foodservice is not just about what’s on the menu – it’s about how seamlessly the system behind it performs.
- Bag-in-box
- BeverageDairy & plant-based
- August 13, 2026
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