The
success of ready-2-eat and heat-N-eat fresh prepared food has been
documented, talked about and written about for one reason of late. It is
driving top line sales and bottom line profits within existing points of
distribution and more importantly at non-traditional points of fresh food
distribution garnering share from legacy food retailers.
Is your food company prepared to succeed in 2013, 2014 … 2020? Here are
some of the advantages to entering or expanding your business within the
grocerant niche:
Exposure to more customers and all Sides of the Food
Business
Most large food retailers, big companies, have a narrow focus. That has
worked for 50 years. They have honed their brand and supply chain. They have
set and defined boundaries, and it is difficult to get outside of them. Time
and technology have redefined the consumer playing field. Your brand must
become dynamic again or risk losing consumer relevance. There is a huge
opportunity for share of market if
you elect to evolve you brand with migrating fresh food consumers in take-out
and take-way options.
People Reward Potential
Large food retailers typically pay more at the C-level, and are seen as
stable employment currencies (not-taking risk). However the grocerant niche
when vertically integrated into an existing brand creates a new level of
excitement within the entire company. When sales grow, the opportunity for
advancement expands, building team momentum, excitement explodes like a
wildfire. Customers can feel the proactive positive buzz from employees. Doing
nothing Boring Doing Something Soaring.
Proactive Change is Exposure to Success
Change is incredibly dynamic, consumer focused changed is contagious.
Change evolves and will go through a bell curve, and you see the whole thing
step by step when you vertically integrate change into brand and consumer
values. If not integrated you do not really get to escape the velocity of the
event, but change is exciting nonetheless and customers will still follow.
Impacting Consumer Relevance Means Thriving not Simply
Staying Alive
Are you going to tangibly impact your company or maintain the status quo?
Today like never before companies have the ability to evolving a brand at a
speed not seen since your company was a start-up. What impact are you going to
have on your company? There is a difference between the work you do and the
impact you have. Fresh Food retailing is evolving at break neck speed,
evidenced by the Dollar
Store formats selling more foods and Walgreens
selling fresh foods and doing it well as you can see from this video of a Walgreens in San Francisco. Is your brand
evolving fast?
Spin Out, Spin Off or Springboard to more Profitability
If you do nothing but wait, watch or blame the economy you are very likely
to simply spin out of control. Redefining your brand with consumer relevance will
position you too either create a positive spin off or springboard to the next
level. Legacy organizations need to be mindful that springboards do great
things for your organization, your team and your shareholders.
Success Does Leave Clues and Foodservice Solutions® is
clue # 1
LTO's (Limited Time Offers) can drive top line sales and bottom line
profits while taking you in a new direction. Are your LTO's leading your brand,
testing your brand or simply copy-cat marketing tactics absent strategy?
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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