From Shelf to Service: The Route to Market Journey Explained
posted 18th August 2025
Understand how your product gets from the factory to a traveller’s table.
Whether it is a snack served on a flight, a meal in a cruise ship restaurant, a coffee in a station lounge, or a dessert in a hotel buffet, it is easy to overlook the complex supply chain that brought it there.
For brands aiming to break into the travel and leisure market, the journey from shelf to service is not just about great taste. It is about understanding the full route to market.
In this post, we break down that journey, highlight the key players, and share practical insights to help you navigate each stage with confidence.
The Key Players: Brokers, GPOs, and Caterers
Brokers and Sales Agencies
Brokers act as the voice of your product in the travel and leisure sector. They have established relationships with procurement teams and operators across airlines, rail companies, hotels, cruise lines, and lounges. They understand the operational and service requirements unique to travel and hospitality. Often, they manage onboarding, pricing strategies, and menu or product placement to position your brand for success.
Why work with brokers:
- Fast track access to decision makers
- Insight into current market needs and trends
- Support with logistics and documentation
- Travel-focused representatives or niche sector specialists include dnata, En Route, and Foodcase International
Group Purchasing Organisations (GPOs)
GPOs bring together the buying power of multiple operators to reduce costs and streamline procurement. They standardise sourcing, negotiate long term contracts for common products, and open the door to a broader network of buyers across different travel and leisure channels.
Examples include Gate Group’s GATE Gourmet, Newrest, dnata, and Do & Co.
💡 Retail inMotion Europe works in a similar way by managing retail and catering programmes for multiple travel operators. They centralise product sourcing, oversee procurement, and act as a link between brands and clients such as Aer Lingus, Eurowings, easyJet, and other travel brands.
Caterers and Service Operators
Caterers are the operational backbone of the travel food and beverage supply chain. They manage meal and snack preparation, storage, and logistics for a wide variety of settings, from airport lounges to hotel restaurants, train services, and cruise ships. Many work within larger GPO networks and source from approved suppliers or directly from brands.
💡 dnata Catering UK is one of the largest caterers serving both aviation and broader travel clients. With facilities at London Heathrow, Gatwick, and Manchester, they work with airlines, lounges, and other operators to deliver meals and snacks daily.
Working with Procurement Teams
Procurement in the travel and leisure industry is structured, data driven, and competitive. Success is not only about flavour. It is about meeting operational needs, ensuring compliance, and delivering consistent quality at scale.
Buyers typically look for products that:
- Meet specific dietary or sustainability criteria
- Are packaged for easy handling and storage in different service environments
- Can be delivered reliably across regions and countries
- Provide a clear cost benefit within tight budgets
- Initial conversations with procurement teams often start with a strong product pitch. However, it is your operational readiness, adaptability, and reliability that lead to lasting partnerships.
🛫🚆🚢 Final Thoughts
Getting your product into the travel and leisure market is about more than taste. It is about understanding the ecosystem, speaking the language of buyers, and proving that you can deliver consistently, whatever the setting.
At TickEat, we help brands of all sizes navigate this complex route to market. Whether you are just starting out or looking to expand your presence, our industry insight and network can support you every step of the way, from shelf to service.
