There is something happening in the food and beverage industry that I don’t think enough people are talking about.
The supply chain isn’t just struggling. In some places, accountability has damn near disappeared.
Now before somebody from a distribution company gets their feelings hurt, let me be clear: I understand the world we’re working in.
COVID changed the workforce. Inflation changed pricing. Labor shortages changed operations. Food shortages happened. Transportation became more difficult. Finding good employees became harder. Keeping good employees became even harder.
And small-business owners felt every bit of it.
We still do. I’ve owned and operated a restaurant through all of this. I understand that sometimes a product isn’t available. I understand that a truck can break down. I understand that somebody can call off. I understand that mistakes happen.
What I don’t understand is how the mistakes keep happening with seemingly no accountability.
The Distributor Missed. Guess Who Gets Blamed?
Here’s a scenario that happens far more often than it should.
We place an order. We order the ground beef. We order the specialty IPA. We order the wings. We order the produce.
We do our part. Then the truck arrives.
And guess what’s missing? The ground beef. Or the beer. Or half the damn order. $7800 worth of food. And only $3000 worth shows up!
Maybe it wasn’t loaded. Maybe it was out of stock. Maybe somebody entered the order incorrectly. Maybe the warehouse screwed it up. Maybe nobody knows what happened.
And honestly, sometimes we don’t even get a particularly useful explanation.
But here’s the problem:
The customer doesn’t care whose fault it was.
And I understand that. If you walk into my restaurant and I advertise a particular burger, beer, wing flavor or special and I don’t have it, you’re disappointed.
You should be. But here’s the part customers don’t always see:
It isn’t necessarily the restaurant that failed to provide it.
We ordered it. We paid for it. We were told it was coming.
And somebody simply didn’t put it on the truck. Yet I’m the person standing there apologizing. I’m the person explaining why we don’t have it.
I’m the person watching a customer walk out because we couldn’t provide what they wanted. And I’m the person who still has to pay the vendor bills.
Because Apparently the Money Always Gets Loaded
This is where my frustration really starts. If a small business doesn’t have a product to sell because a distributor failed to deliver it, does the distributor lose revenue?
Not at all!
They still expect payment. They still expect invoices paid on time. They still expect us to meet our obligations.
And don’t misunderstand me, I believe businesses should pay their bills. If you owe somebody money, you should pay them.
But there seems to be an incredibly convenient one-way expectation of accountability.
We are expected to be accountable for everything.
Our customers expect us to have the products. Our employees expect us to have the hours. Our landlords expect the rent.
The government expects the taxes. Our vendors expect payment. Our customers expect quality. And our distributors expect orders.
But who holds the distributor accountable when they consistently fail to provide the products we ordered?
Because apparently the answer is:
“Well, we’ll try to do better next week.”
Fantastic. I’ll just tell my customers that.
“Sorry about your dinner. The warehouse is working on it.” I’m sure that’ll go over beautifully.
The Revolving Door
And then there’s the staffing issue.
I understand it. The people working in these industries today aren’t necessarily responsible for creating the labor environment they’re working in.
But at some point, someone has to own the result.
A sales rep doesn’t call. A new rep shows up and doesn’t know the account.
A manager doesn’t return the call. An order doesn’t get entered correctly. A product becomes unavailable and nobody tells you until the truck arrives.
A new product launches and somehow the restaurant doesn’t know about it. A vendor stops by once every six weeks, if that, and asks if you need anything, and disappears again.
Meanwhile, there are customers asking us: “Why don’t you have this?”
Because we didn’t know it existed. Or because it wasn’t available. Or because nobody bothered to tell us. Or because we ordered it and someone didn’t load it.
And we’re the ones who look incompetent.
That’s the part that pisses me off.
Because I’ve spent a lifetime in the food and beverage business trying to do this correctly.
There are people in this industry who have spent decades learning products, building relationships, understanding restaurants and helping operators succeed. And when someone comes into the industry with zero ownership, zero communication and zero urgency, they don’t just make their company look bad.
They make the rest of us look bad.
Not Every Vendor Is the Problem
And here’s where I want to give credit where credit is due.
There are vendors and distributors who absolutely get it. You know the ones. The reps who actually call. The ones who stop in. The ones who know what you’re selling.
The ones who tell you about a new product before you hear about it from a customer.
The ones who say: “Hey, I noticed you’re selling a lot of this. We’ve got something new coming in that I think you’d like.”
Those people are valuable.
That’s what a vendor relationship is supposed to be.
It’s supposed to be a relationship. Not:“Here’s your invoice. See you next week.”
Your success should matter to the people selling you the products that make your business successful.
Because here’s a crazy concept: If I make money, I buy more from you.
If my restaurant grows, your sales grow. If I add products, your sales grow. If I open another location, your sales grow.
My success is literally part of your business model. So why wouldn’t you want me to succeed?
So What Do We Do About It?
Here’s the uncomfortable answer:
We vote with our wallets.
I’ve completely stopped ordering from some vendors. Call it a boycott if you want. I call it business.
If a company consistently can’t provide what I need, consistently can’t communicate, consistently makes mistakes and consistently expects me to absorb the consequences of those mistakes, eventually I have to make a decision.
It’s not personal. It’s business.
There are other companies willing to earn my money. And that’s really the only leverage a small business has.
We can’t force a giant distributor to care about our profit margin. We can’t force a warehouse employee to load our order correctly.
We can’t force a sales rep to return a phone call. We can’t force corporate executives to understand what happens on the other end of their supply chain.
But we can choose where we spend our money.
And maybe that’s where accountability begins.
The Customer Doesn’t See the Broken Chain
This might be the biggest problem of all.
The customer sees the restaurant. They don’t see the distributor. They don’t see the warehouse. They don’t see the order confirmation. They don’t see the missing pallet. They don’t see the email we sent. They don’t see the phone calls. They don’t see the employee who didn’t load the truck.
They see an empty shelf. They see “86’d.” They see “Sorry, we’re out.”
And they blame the establishment. Sometimes that’s fair. Sometimes it absolutely isn’t. Because the restaurant can only sell what it has. And we can only sell what somebody actually delivers.
You can’t cook what isn’t in the building.
The Food & Beverage Industry Deserves Better
I’m not asking for perfection. Mistakes happen. People screw up. Trucks break down. Products go out of stock. Employees call off.
That’s life. What I’m asking for is accountability and communication.
Tell me you screwed up. Tell me the product isn’t coming. Tell me before the truck gets here. Give me an alternative.
Have a backup plan. Know my business. Know what I sell. Know what I normally order.
And for God’s sake, if you know something isn’t going to be available, don’t make me find out from the delivery driver.
We’re all trying to survive the same post-COVID business environment.
Small businesses are fighting rising costs, labor shortages, inflation, regulations, insurance, taxes and customers who are already paying more for less.
We don’t need our vendors making the job harder than it already is.
Because when you consistently fail to deliver the products we’ve ordered, you’re not just inconveniencing us.
You’re costing us sales.
You’re disappointing our customers. You’re damaging our reputation. And you’re making us look like we don’t know what we’re doing.
Eventually, we have a choice. We find another vendor. So here’s the new business model:
Place your orders. Pay your bills. Hope somebody competent loads the truck.
And if they don’t? Well…
there’s always another vendor willing to take your money.
Maybe that’s the accountability we’ve been missing all along.





