The price value equilibrium for restaurants began to reset in 2005 as we identified in our white paper “The Customer Moved First”. We knew that this fall would continue to disappoint on the restaurant side of foodservice. This is highlighted by both the domestic sales and McDonalds which were recently released. Then again by Adam Werner who co-author a study for AlixPartners, “said consumers have already “recalibrated their spending expectations based on the now-ubiquitous $5 sandwich and the $10 meal. Restaurants that aren’t marching in the promotions parade are the ones that will be left behind.”
Grocery stores, Convenience stores, Supermarkets, Dollar stores are all bundling prepared food at price points that consumers are electing to sample. This new grocerant style food which is prepared and either ready-to-eat or ready-to-heat will continue to garner consumer attention. Restaurants need to refocus on the consumer, niche positioning and the new competitive retail foodservice landscape. These new point of distribution are loaded with, authentic flavors and seductive price points.
Don’t go cuckoo, call Foodservice Solutions for insights, menu opportunity and re-positioning your brand within a niche. Contact me for more at: http://www.linkedin.com/in/grocerant or leave a comment below. For more read this article: http://www.anything4restaurants.com/blog/index.php/2009/07/restaurant-consumer-discontinuity-the-consumer-moved-first/