Arguably KFC’s was the first American chain grocerant selling ready-2-eat
and heat-N-eat fresh prepared meals for the time starved family. With bundled meal components from the very
beginning KFC understood that mix and match meal bundling was both consumer
interactive and an invitation for family fun time. Yet they somehow lost track of consumer
contemporized relevance.
“Couchgating” incorporates the consumer value attributes of the Kentucky Fried
Chicken of old. It’s an invitation to interact with the brand, bundle meal
components with legacy menu items and contemporized menu items as well. “Couchgating” has yet to catch fire, however
it shows that the marketing team is on-target with consumer desires and brand
valued attributes.
KFC needs to keep in mind that the price, value, service equilibrium
continues to reset with consumers. It’s
time they quite capitulating market share and integrate the 5 P’s of food marketing
fully into the KFC brand.
Restaurant chains striving to garner share within the grocerant niche
must include the 2013 grocerant
formula for success which is: (Product +
Price + Placement + Portability + Packaging) + Mobile Interactive Participation.
Success does leave clues and KFC is
seemingly getting back in-line with consumer wants, and needs. “Couchgating”
incorporates many favorable consumer retail attributes but not enough.
Is your company
interested in learning how integrating the 5P’s of Food Marketing can edify
your retail food product or brand while creating a platform for consumer convenient
meal participation, differentiation and individualization contact
us via this blog or Email at: grocerant@q.com
Since 1991 Foodservice Solutions® a Tacoma, WA based retail foodservice
consultancy has been the global leader in the Grocerant niche. For product or
brand positioning assistance contact via: grocerant@q.com, the
Grocerant LinkedIn page or on Facebook at Steven Johnson, BING / GOOGLE: Steven
Johnson Grocerants or Grocerant on Twitter
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