3 Metrics Every Foodservice Distributor Should Track

In foodservice distribution, we love what we can count: cases moved, orders filled, invoices paid. But in an industry where margins are razor-thin and customer loyalty is never guaranteed, it’s what we don’t track that could be costing us the most.

Distributors who want to grow smarter need to look beyond surface-level KPIs. With the rise of AI and better data visibility, we finally have the tools to measure what actually drives long-term growth: customer behaviour, SKU performance, and order patterns.

So, let’s talk about the 3 underrated but powerful metrics every foodservice distributor should be tracking right now.

1. SKU Churn Rate: What’s Falling Off the Radar (and Why)

Most distributors track top sellers. But what about the products that quietly disappear from a customer’s order history?

Your SKU churn rate tracks which items were once ordered regularly but have dropped off in the last 30, 60, or 90 days.

Why it matters:

• A disappearing SKU could signal supply issues, price sensitivity, or a competitor taking that shelf space. 

• It might also mean the customer’s needs have changed—and you’re missing an upsell opportunity.

How to use it:

• Flag dropped SKUs as reactivation opportunities for your sales team.

• Reach out to ask why the product fell off. This opens the door to upselling a similar item or offering a substitute.

With FOBOH, SKU churn insights can be surfaced automatically to reps, so they know exactly when to check in and what to suggest.

2. Repeat Order Cadence: The Pulse of Your Customer Relationship

Are your customers ordering like clockwork or are they slowly drifting?

Repeat order cadence tracks how often a customer places their usual order. It helps you understand not just what they’re buying, but how stable and predictable their buying behaviour is.

Why it matters:

• A longer-than-usual gap between orders can indicate churn risk.

• A shorter cadence might suggest seasonal spikes or increased dependency on your business.

How to use it:

• Set dynamic alerts for changes in cadence—so you can engage before customers forget about you.

• Adjust inventory levels or staffing based on expected repeat patterns.

FOBOH can analyse cadence patterns in real time and prompt sales reps to check in when something’s off before the customer starts shopping around.

3. Customer Engagement Score: Are They Just Ordering, or Are They Loyal?

Your best customers aren’t just the biggest spenders. They’re the ones who:

• Order frequently

• Try new products

• Respond to promotions

• Pay on time

• Recommend you to others

A Customer Engagement Score is a composite metric that reflects the quality of your customer relationship, not just the quantity of product sold.

Why it matters:

• Helps you segment your customers into “high potential,” “at risk,” or “loyal advocates”

• Lets you prioritise time, effort, and promotional spend where it matters most

How to use it:

• Offer targeted promotions to high-engagement customers to deepen loyalty.

• Create win-back campaigns for low scorers with declining trends.

Salma, FOBOH’s AI Sales Copilot, provides you with an engagement score—so you know who’s warming up or cooling off!

Ready to Track What Really Matters?

The future of foodservice distribution isn’t just about faster fulfilment or deeper discounts; it’s about smarter decisions, powered by the right insights.

By tracking SKU churn, repeat cadence, and customer engagement, distributors can:

• Proactively spot risks

• Personalise sales outreach

• Improve margins

• And strengthen customer relationships that last

With FOBOH’s AI-powered agents, these metrics don’t live in a spreadsheet—they show up where your team works, in real time, with actionable suggestions.

Want to see these metrics in action?

Let’s chat about how FOBOH can plug into your operations and deliver the insights that drive growth.

Because what you don’t measure, you can’t improve—and in this industry, you can’t afford to miss a beat.