Grocerant, supermarket, convenience stores, and dollar stores have conducted extensive research into food sales. Restaurants lack the focus and will to spend on consumer research the like the others. That is one reason they are capitulating marketshare to all the others. All of the rest are now in or entering the ready to eat and ready to heat To-go food niche (Grocerants). Food purchases (drivers) are now driven not by brand marketers with new units or introduction to a new product once a or twice a year but by the consumer. During the past decade consumers have acquired skills, powered by the internet, to find food that is “better for you” or the flavor of choice. This smarter customer creates a faster changing retail food retail marketplace. In fact I have developed a new price value equation that retailers should follow:
Price + Quality + Service + Portability = Value
Incremental Value = Constantly Changing Menu (Seasonally / Sustainability with creditability)
If the food can be eaten with the hands; that my friends are a home run. Interactive, participatory and just what the consumer wants.