Private label
brand managers have been more aggressive, more focused, and more authentic than
most restaurant, C-store or grocery store brand managers and that is driving
change within the retail foodservice space.
What is the role of the legacy national
brand manager in a world where private label is branded? National brand
manufactures all of whom are highly valued continue paying slotting fees to
grocery stores, c-store, and to chain restaurant advertising funds as the
easiest way to reach the consumer.
The slotting fee’s continue to go for
space on the shelf but the key location End Caps are now being filled with the
stores own private label products. Legacy national brands are cutting back in
paying for end caps it may be time to stop the rest.
The
brand managers of the private label products have are utilizing a tool out of
the National Chains Brand Managers playbook to build loyalty, reinforce value
and generate additional sales and profits for the store and their particular
private label product. They are taking the end caps for themselves! Ask
Foodservice Solutions® team as they have rolled out the FIVE P’s of Food
Marketing with great success.
Price
Chopper is utilizing what they call “power displays”. Wal-Mart is utilizing the
end caps to reinforce value of their private label products and consumer is
picking them up! Wegmans gets the customers coming and going utilizing the
vestibules with the likes of Wegmans private label potato chips and the next
week Wegmans own canned tuna and their own mayo for example.
Deep
in the store the private label battle continues with Ready-2-Eat and Heat-N-Eat
fresh portable food. All prepared fresh
and in most cases right in front of the customer. Private Label Grocerant Ready-2-Eat
and Heat-N-Eat fresh food now has brand managers of there own and they are
building sales not slotting fees. Wait and watch if you will but some of these brands
will break out.
Since
1991 www.FoodserviceSolutions.us
of Tacoma, WA has been the global leader in the Grocerant niche, Foodservice
Solutions FIVE P’s of Food Marketing or our Grocerant Guru® visit:
http://www.linkedin.com/in/grocerant or Email: Steve@FoodsrviceSolutions.us
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