Ep 88: Shannon O’Shields / VP of Marketing for Rubix Foods and Gen Z whisperer

Shannon is VP of Marketing for Rubix Foods. Rubix bills itself as “a premier culinary and food science-focused provider of flavor and functional ingredients, offering up insight-driven concepts and breakthrough food solutions for industry leading restaurants, retailers and manufacturers in the United States.”

Rubix works with about 70% of the top QSR and FSR chains with a focus on sauces, glazes and spreads. Rubix has a full R&D team that works on new flavors and processes to help with shelf life and other factors. 

Consumers today demand specific flavors from specific parts of the world. 

The quick-service restaurant (QSR) industry faces unique challenges in product development. Scaling products to meet operational demands, managing supply chains, and maintaining cost-effectiveness are all critical. 

Products must also maintain consistent taste, shelf stability, and not require refrigeration, adding to the complexity. This differs from fine dining, where chefs can source fresh ingredients from farmers’ markets and prepare them on-site. The technicalities involved in QSR make the development process much more intricate and demanding compared to traditional restaurant models.

Rubix Foods created the NEXT Flavor Network, an insight generator comprised of an exclusive group of social influencers who have joined the Rubix team to bring Gen Z-approved concepts to restaurant menus.

QUOTES

“What really sets (Rubix Foods) apart is the market research and consumer insights, which plays a huge role in what we do, and also speed-to-market. Because of our size and the team members that we have here we are able to be much more nimble and agile.” (Shannon) 

“We’re able to help restaurants capitalize on (flavor trends) at the peak of their virality and take advantage of trends much faster than (competitors).” (Shannon) 

“Gen Z is the most diverse demographic in history and they’re really excited about trying new flavors. Social media is a part of that.” (Shannon) 

“We’re seeing a lot of really exciting flavor profiles entering the marketplace. Like Korean flavors and Korean barbeque, Hawaiian flavors, a lot of spins on tropical and Caribbean flavors. It’s been really exciting. Not much is off limits right now.” (Shannon) 

“We all eat food. We all have our own unique food experiences. So it’s extremely interesting and nuanced and novel to see how other people are experiencing food. Food influencers have really tapped into that.” (Shannon) 

“There are very few companies that can allow brands to take advantage of social trends at the peak of their virality and actually get them on a menu while consumers still care about it. That is what brands need to do if they want to win with Gen Z.” (Shannon)