2012 is fast approaching and three retail foodservice trends
are clear. First; the convenience store
sector will report the highest increase in sales of any retail food sector in
2011. Second; Grocery stores fresh and prepared food is expanding rapidly while
driving all the top line growth in the grocery sector in 2011. Third: there will be fewer restaurants at the
beginning of 2012 than there were at the beginning 2011. This is a trend that continues to plague the
restaurant sector. The reason is brand
protectionism.
The consumer is dynamic not static. Many companies within the chain restaurant
sector have created “brand” silos.
Restaurant industry titans spend way too much time and effort maintaining
the silo, protecting the brand, promoting from within too “maintain
continuity”. While they are “maintaining
continuity” their customer has moved on.
The brands become trapped in the silo, sales slip, and franchisee’s
flounder. Restaurateurs should fear not the evolution of their retail food
brand, but the lack of it.
The evolution of retail foodservice is a blend of
operational efficiencies that complement the 5P’s
of food marketing: Product, Packaging,
Placement, Portability and Price, while edifying the legacy attributes of a
specific brand. Operational efficiencies are a required for brand equilibrium.
The balance between
consumer relevance and brand relevance can only be maintained with dynamic
positioning. The consumer is dynamic not
static. The legacy ideation of brand protectionism is tied to the C-level
management and marketing mindset of the late 50’s,60’s and 70’s and has no
place in contemporary retail foodservice.
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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