Understanding that Boston Market is a consumer interactive participatory restaurant concept with a with a reputation for providing wholesome meals Chief Brand Office Sara Bittorf is kicking off the summer with a campaign to educate and elevate consumers product knowledge while edifying the brand.
The campaign is filled with special offers and giveaways to lure in new customers unaware of the brand, the food, the quality or dining experience. Bittorf firmly believes “very strongly that the Boston Market brand has the ability to reclaim the position it owned 15 years ago, when it reinvented the home meal replacement category”.
One problem consumer do not take a step back. The retail food consumers are dynamic not static. The “home meal replacement category” has been replaced. Utilizing legacy benchmark metric’s to build consumer relevance is in and of itself a major miss calculation. Owning the position Boston Market had 15 years is a position no company wants to be in. What is now needed is consumer relevance in messaging of the 5’P’s of Food Marketing: Product, Packaging, Placement, Portability, and Price.
The ready-2-eat and heat-N-eat fresh prepared food niche today is expanding rapidly. Foodservice industry leading the grocerant niche metrics are consumer centric, interactive while inclusive, fueled not surprisingly by Millennials and Baby Boomers.
While free giveaways will drive trial Boston Market requires core brand repositioning within the grocerant niche to garner sustainable consumer relevance. Success does leave clues.
Steven Johnson is Grocerant Guru at Tacoma, WA based Foodservice Solutions, with extensive experience as a multi-unit restaurant operator, consultant, brand / product positioning expert and public speaking. Facebook.com/Steven Johnson, Linkedin.com/in/grocerant or twitter.com/grocerant