Retail food merchants understand that there is a universal set of food commonalities that when viewed with the consumer in mind provide clues too retail food success. Grocerant Guru Steven Johnson of Tacoma, WA based Foodservice Solution® has identified 10 clues driving the growth within the grocerant niche.
At the intersection of contemporary consumer meal consumption trends and the confluence of the time starved consumer is the grocerant niche filled with fresh ready-2-eat and heat-N-eat prepared food. Driven by consumer demand these items can be found in Grocery Stores, Chain & Independent Restaurants, Convenience Stores, Chain Drug Stores and increasing at food trucks and online food portals.
Purpose. Why you are there; contemporized relevance! The most successful brands are inclusive include values greater than themselves. A lifestyle, a philosophy, an emotion a point in time today that means, “better for you and better for all”.
A story. Most major brands have a story. Examples: if you like Ford vehicles, you might be familiar with the story of Henry Ford or if you love your Nikes, you probably know how the Nike swoosh logo was created.
Consumer interaction. When your business is first starting out, don't fool yourself into believing that your marketing efforts are 'brand building' efforts. They're not because to build a real brand, you have to have an extensive track record with consumers. Consumer will build the brand and the story for you.
Trust. When you've consistently delivered for your customers long enough, you'll gain the type of trust that many brands have. Would you buy a Toyoda today? Maybe so, but how long do they have to rebuild that trust?
Consistency. When a consumer chooses a product or service because of brand association, he or she is buying an expectation. Perhaps it's the expectation that the branded product is of higher quality or that the service will be provided in a more efficient manner. The expectation must be met time after time.
Differentiation. Expectation is often borne of differentiation. Many brands offer products and services that are commodities but they're successful in developing some differentiation for their products and services that consumers are sold on.
Imitators. Imitation is the sincerest of flattery and you're probably not a 'brand' until you have competitors trying to copy you. Do what you do best and lead your niche, don’t follow.
Market leadership Top brands are usually looked at as leaders in the markets they compete in. Own the space, and understand why you do.
Grow The best brands are flexible and capable of reshaping and reinventing themselves and their messages over time. Consumers are not static! Your brand must be dynamic and grow, change and adapt over time.
A strong marketing presence. The information super highway is evolving; your message must follow the traffic. Don’t get stuck on the road less traveled.
For international corporate presentations, educational forums, or keynotes contact: Steven Johnson Grocerant Guru at Tacoma, WA based Foodservice Solutions. His extensive experience as a multi-unit restaurant operator, consultant, brand / product positioning expert and public speaking will leave success clues for all. Facebook.com/Steven Johnson, Linkedin.com/in/grocerant or twitter.com/grocerant