The retail food consumer
is dynamic not static. Grocery stores are providing additional fresh prepared
ready-2-eat and heat-N-eat grocerant meal component options weekly. Chain Drug
stores are now selling ready-2-eat fresh prepared food and Convenience stores
continue up grading fresh and prepared meal offerings.
Successful branded
restaurant operators must rapidly readjust menus, locations and points of
distribution to reflect the increased in fresh prepared ready-2-eat and
heat-N-eat meal competition. Regular
readers of this blog are familiar with our documentation of results of
companies that practice brand protectionism over brand evolution.
This fall alone companies
the ilk of Sooper Salad, Grandys, Real Mex Restaurants and Friendly’s seem to
be caught in the 70’s, 80’s and early 90’s MBA C-level management mind-set trap
of “Do no Harm”, “protect the brand” at all cost. 2011 may not be a good year
in economic terms, but you can’t blame the economy for outdated positioning.
Utilizing recycled or internal C-Level officers of the same ilk has proven once
again to be a costly mistake. The consumer is dynamic not static, the
interactive participatory aspects of the grocerant niche is one additional
reason the consumer are driving its success.
If success leaves clues
one of them is follow the customer as fast as you can. If you do not, your brand may very well erode
its consumer relevance. Every branded
food retailer today must have a vertically integrated multi-channel retail strategy
including addressing all points of non-traditional distribution. During the
past three years the grocerant niche has expanded and excelled. Companies and brands that are or have been
practicing brand protectionism are losing market share to those practicing
brand evolution.
Outside eyes can deliver top line sales and bottom line profits. Invite Foodservice Solutions® to complete a
grocerant program assessment, brand, product placement or positioning
assistance. Since 1991 Foodservice Solutions® of Tacoma, WA has
been the global leader in the Grocerant niche visit Facebook.com/Steven
Johnson, Linkedin.com/grocerant or
twitter.com/grocerant
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