marketing, strategy, demoing

      5 tips for crushing In-Store Demos

      Building a successful food business starts with making products people actually want. The best way to learn what customers want — and to connect with them — is through demos.

      A demo (or sampling) means setting up in a store, giving out product samples, and telling your story directly to potential buyers. It’s not just about free food — it’s an opportunity to learn, gather feedback, and create loyal customers.

      As Luis Solis, founder of Origin Caribe, says:

      “I have learned that I must listen to customers to keep improving the product and the brand. It is a never-ending process of improvement to be successful.”

      Here’s how to make your food demos count.

      1. Build Relationships with Store Staff

      Your store contact (often a manager) can make or break your demo. Retail staff know their customers and can provide valuable feedback.

      Tips for building strong in-store relationships:

      • Introduce yourself and share samples with the team.

      • Ask logistical questions upfront.

      • Be mindful of busy store times.

      If possible, set up near the entrance to maximize visibility. Bring helpful equipment like:

      • Branded tablecloths or banners

      • Sample-sized portions and serving wares

      • Gloves for food safety

      • Full-size packaged products for display

      • Printed materials (recipe cards, stickers, business cards)

      2. Share Your Passion

      Demos aren’t just about food — they’re about your story. Share why you started your brand and what excites you. Your passion turns curious shoppers into advocates.

      Daniel Berg, founder of Berg Bites, puts it best:

      “Demos are an amazing way to create exposure for your products. People need to taste what you’re selling to familiarize themselves with the product.”

      3. Solve a Customer Pain Point

      Every product should solve a problem. Use demos to connect your product to a customer pain point: better sleep, healthier snacking, or guilt-free indulgence.

      Example:

      • Snacklins started marketing as a vegan snack brand. But through demos, they realized their true value was solving the pain point of weight management with an 80-calorie, clean-label snack.

      • Halo Top became successful by solving the same pain point in the ice cream category.

      4. Show Enthusiasm

      Energy matters. Enthusiasm creates an emotional connection and makes your demo memorable.

      As Myles, founder of 8 Myles, explains:

      “When I first started demoing years ago, I was pretty passive. I quickly learned how to approach others and how to be personable.”

      Stand near the entrance, greet shoppers warmly, and smile. A simple, friendly “Would you like to try?” goes a long way.

      5. Gather Feedback and Learn

      Demos are one of the best ways to collect data. Ask customers:

      • Do you like the flavor?

      • How’s the texture?

      • Would you buy this again?

      Not all feedback will be positive, but every response helps you improve. When customers see that you care about their opinions, you build trust, loyalty, and a better product.

      At Union Kitchen, we always say: the core of every successful food business is making what people want.

      Key Takeaways

      Demos are more than a sales tool — they’re a learning tool. They help you:

      • Build relationships with retailers

      • Share your passion and story

      • Solve customer pain points

      • Gather valuable feedback to guide your growth

      Approach demos with enthusiasm and curiosity, and you’ll not only sell more — you’ll build a business rooted in what people truly want.

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