Have you heard of Amazon Spotlight? It is a service that Amazon.com is testing in Seattle, WA where Amazon contracts with local restaurants for proprietary menu item recipes, cooks the item in a Amazon owned kitchen and delivers the food fresh to consumers. Then Amazon pay’s the restaurant a fee per order sold. This allows local restaurant the ability to expand without a opening a new storefront or buying additional equipment.
Marketing, advertising and building top line sales and bottom line profits within the restaurant space is evolving much faster than most restaurants and even faster than most chain restaurants want to even think about. What does your business model look like 1980 or 2020?
In a new study in a titled “Growth Strategies: Unlocking the Power of the Consumer,” by the Grocery Manufacturers Association and PwC, found that 40% of CPG companies plan to sell products directly to consumers this year, finding direct-to-consumer effective for testing new products and growing their consumer base. Yes, bypassing the Dollar Store and Grocery Store. How do you test products today?
New avenues of distribution are popping up all the time. Which have you tired? Are you expanding your brand or placing limits on it? In our Omni-channel retail world have you looked to see where else your customers are buying food? Consumer are not eating less they are eating somewhere else restaurant customer migration continues.
The consumer today while still time-starved, is exploring new flavors profiles, and new non-traditional points of distribution. Restaurant chains today must be creating or identifying from existing products or product lines distinctive differentiated food consumable’s as an entity with identity by day part.
Then position those uniquely branded products in multiple non-traditional avenues of distribution that complement existing restaurant locations while embracing consumers.
Brand growth can no longer be new store growth only in our Omni-channel retail world. Today, restaurant brand managers must understand the unique balance between palate, price, pleasure and the consumer’s drive for qualitative distinctive differentiated new food consumables in all channels including direct to consumer.