Baby Boomers and millennials are witnessing a confluence competition for retail foodservice dollars coming from restaurants, convenience stores and grocery retailers. The simple facts are that the size of the “family unit” has shrunk (in 1915 the size was 4.5 people per household, 1960 3.1 and 2004 2.6). Companies selling ready-to-eat and ready-to-heat fresh prepared food portioned properly are winning at the retail foodservice game.
In addition with increased immigration, international travel and the food channel American consumers have been exposed to new vibrant food flavor profiles; and they like them. Even more important they want too continue eating those flavorful foods. However they don’t in most cases have the desire to learn how to cook them. They want restaurant quality in a contemporized portion and package fresh.
Each of the above companies has strayed away from legacy “basket size” metrics for smaller packs of a variety of food. Each is attracting both Baby Boomers and Millennials.
Positioning for success in food retail day requires, that you understand, branding, merchandising and proper new product rotation. Sales drivers must be complemented with the human touch.
It's brand positioning that makes it: "My McDonalds", "My Wawa" properly trained employees always make it better. TGI Friday's did not hire the best bartenders they trained them! Positioning for success in retail food service is not an accident it is informed, focused planned execution.
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