Safeway one of the largest grocery stores chains in
America for years was simply another legacy food retail stuck in the middle of
the pack, with copy-cat positioning trying to be all things to all people. Then
they found success with newly remodeled stores they called “lifestyle”
stores. When in fact the remodeled units
were simply Grocerants niche units.
Lifestyle stores serve ready-2-eat and heat-N-eat fresh and prepared
food driving in customers with relevant products all the while building customer
frequency levels.
While the strategy of garnering customer attention
with the lifestyle units was successful it reinforced with consumer why they
like restaurants and fresh prepared food for Take-Away. Safeway utilizing tactics from a legacy
playbook decided to have a cook-off.
This cook-off will focus on natural food cooked for “Skillet Meals”
incorporating consumer relevant Natural food prepared for meal component
options. Here again back to consumer relevance. Mix and Match meal components
are a prime driver of grocerant niche success as regular readers of this blog
know.
With “lifestyle” stores and “Culinary Kitchens”
Safeway is on track to build a new and relevant contemporary following of
consumers. Ready-2-eat and heat-N-eat
fresh and prepared food continues to drive top line sales and bottom line
profits within all food retail sectors.
The vast majority of grocery store chains are not growing as faster than
food inflation which is 5.5%. When
coupled with manufacture shrinking product size, there is no real growth with
most Food CPG Retail grocery stores. The
only real sales expansion is with companies like Target, Trade Joes and the
Dollar stores.
Safeway is building success with fresh food
prepared that is ready-2-eat and heat-N-eat all are grocerant niche mix and
match options that are consumer relevant. Success does leave clues.
Foodservice Solutions®
specializes in outsourced business development. We can help you identify,
quantify and qualify additional food retail segment opportunities or a brand
leveraging integration strategy. Foodservice Solutions of Tacoma WA is the global leader in the Grocerant niche visit
Facebook.com/Steven Johnson, Linkedin.com/in/grocerant or
twitter.com/grocerant.
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