Families, couples, singles all start wondering what’s for dinner about 4 PM every day. Food manufactures have teams of people working to get you to buy their product at 4 PM. However, restaurants have a clear advantage in the mind’s eye of the consumer. Restaurant branded Ready-2-Eat and Heat-N-Eat fresh and prepared food that is perceived as fresh and bundled in a meal, saves time and is top of mind for consumers.
A Grocery Manufacturers Association study found, “62% of shoppers look for deals online prior to at least half of their shopping trips.” Restaurants have a solid web presents and are leveraging that too garner consumers back from grocery stores. Food manufactures have websites but little voice in the mind’s eye of the consumer for they are only one component of the meal.
There is a stumbling block for restaurants consumer need other items at dinner time as well. Drug stores chains and grocery stores can leverage that need set to their advantage. There is one simple problem. Legacy grocery stores the ilk of A&P and Supervalu have legacy departmental internal bonus issues that prevent them from cross promoting Mix and Match meal components from other departments. Milk and bread different departments, bread and meat, different departments, green salad and frozen pizza; OK your catching on. A&P and Supervalu were and are dependent and focused of slotting fees instead of the consumer. Big problem, look at the results.
Food manufactures have little leverage in or desire to cross-promote. Let’s face it business is about the consumer. Foodservice Solutions® has developed a shopper marketing cross-promotional team to assist food manufactures of branded and private label products bundle Mix and Match meal promo’s utilizing the 5P’s of food marketing.