Hi 👋 Food & Beverage

Let's win your
next customers

Let's win your next customers

We’re Schaefer, the Why People Buy firm. We help brands reach and win their first and next customers. Many Food & Beverage brands don't really understand who their customer is and rely on basic demographics or cherry-picked data to guide launch, growth, or expansion decisions and overlook the deeper motivations that actually drive demand (i.e. why people buy).

Reserve your sprint

(Booking in October)

See How It Works

"What impressed us most about Schaefer was their meticulous attention to detail. These outcomes have directly shaped our positioning and strong launch."

Brock Furlong

CEO, Stampede Culinary Partners

“They surpassed every expectation we set delivering insights into our products, categories, customers, and even new channels that are driving growth.”

Caleb Sexton

CEO, Flexnet Coffee Saas

“The results of the work were exciting. Our business is growing fast and we have to know our customer. Schaefer gave us new, actionable insights on our best customers.”

Evie Fatz

CEO, Copow

"Schaefer has been a game changer for our digital marketing strategy. Bonus – Schaefer is a fun, approachable, organized, and responsive team."

Meryl Marr

VP, Straus Family Creamery

The Problem

Companies come to us at one of two points:

Companies come to us at one of two points

Companies come to us at one of two points:

Problem #1

You’ve launched a flagship product and can’t figure out why marketing isn’t working as well as you'd like.

Problem #2

You're expanding a new product line, category, or geography and don’t know who your best customers should be.

You're expanding to a new product line, category, etc. and don’t know who your best customers should be.

You're expanding a new product line, category, or geography and don’t know who your best customers should be.

Our Solution

Book a sprint to reach and win your
highest-value potential customers

Book a sprint to reach and win your highest-value potential customers

Stage 1

We identify your highest-value potential segments

We analyze your current marketing and product mix while using our segmentation research model (surveys, interviews, in-home, and behavioral testing) to identify the best-fit customer groups based on buying motivations, not just demographics.

Stage 2

You choose the segments you'd like us to prioritize

We help you prioritize the best-fit segments with the most potential and translate their motivations into clear messaging and positioning angles that actually move product.

Stage 3

We run pilot campaigns to prove our strategies work

We deliver a segment strategy playbook that maps out who you’re targeting, what they care about, and how to speak to them. Then we prove that it all works by running small pilots.

Want More Detail?

Here’s how we work

Meet The Schaefer Team

Hands-on, senior-level leadership

Hands-on,
senior-level leadership

Hands-on, senior-level leadership

Food and beverage research and marketing strategy partners in CPG, manufacturing, food service, and private equity.

Sidnee Schaefer

Partner

Sidnee Schaefer

Partner

Sidnee Schaefer

Partner

Sidnee Schaefer

Partner

Seth Waite

Partner

Seth Waite

Partner

Seth Waite

Partner

Seth Waite

Partner

John Schnettgoecke

Lead

John Schnettgoecke

Lead

John Schnettgoecke

Lead

John Schnettgoecke

Lead

Have More Questions?

FAQs

What kind of companies do you work with?

We work with food and beverage brands—CPG, manufacturers, foodservice, and restaurants. Most of our clients are doing $50M+ in revenue, but we also work with high-growth emerging brands and investor-backed teams.

Do you only work in food and beverage?

Yes. It’s all we do —and we like it that way. We know the space, the buyers, the pressure, and what actually drives results. We have a lot of proprietary data, models, and skills because of our specialization. Examples include Specialty Foodies and The Why People Buy Pyramid™.

Can you share case studies of your work with other food companies?

Many of the businesses we serve operate in highly competitive categories, which means we're often unable to share detailed case studies publicly. However, we'd be happy to answer your questions or discuss our work in more detail privately—just reach out to schedule a call with our team.

Can I get custom research done?

Yes, we do taste/texture research, pricing, concept, and even in-home usage testing. Reach out and we can discuss whatever you need and we can talk through our in-house process to get it done for you.