Thursday, August 18, 2011

Foodservice Solutions® 5P’s of food marketing building top line sales.


The old adage “birds of a feather flock together” continues to ring true within the restaurant sector. Boston Market, Au Bon Pain, TGI Fridays, Panera Bread, Romano's Macaroni Grill, Chili’s all have success catering, take away or delivery options. This is all part of the grocerant sector within retail foodservice, the fastest growing sector of retail food.

Steven Johnson grocerant guru at Foodservice Solutions® identified, qualified and perfected the 5P’s of food marketing while working on projects for Fortune 100 food companies and internet client’s cyberslice, cybermeals, EZ2get and Food.com.

Panera Bread is the latest company to implement a vertical integrated brand marketing program with a focus on all 5P’s. The 5 P’s of food marketing are: Product, Packaging, Placement, Portability and Price.

Utilizing consumer research, integrating internal loyalty data into a consumer focused vertical integrated catering program expands the depth and reach of meaning branding consumer focused touch points. Success does leave clues sales and profits are direct results from picking up the right clues. Panera Bread is picking up all the right clues.

Since 1991 retail food consultancy Foodservice Solutions® of Tacoma, WA has been the global leader in the Grocerant niche for more on Foodservice Solutions® Bing or Google Grocerants or visit http://www.linkedin.com/in/grocerant, twitter.com/grocerant Email: grocerant@q.com



2 comments:

  1. I like how you frame the 5 P's and they are different from the academic 4 P's.

    With the announcement that Pret A Manger is expanding in the US as well as their alliance with the new UrbanTarget concept, wondering how Panera is using the 5 P's based on potential new competition.

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  2. They have a consolidated catering program that I very good and will drive top line sales.

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