Monday, May 26, 2014

Whole Foods has Distinctive Differentiated Messaging

Retail food consumer migration continues with Trader Joe’s and sister company Aldi continuing to garner market share from legacy food operators. Chains such as Fairway and Sprouts Farmers Market are constantly repositioning, making noise not market progress.  While “better for you” grocery star-ups come and go Whole Foods focus on the customer will continue to drive sustainable success. 

The consumer second choice after Price is “better for you” Ready-2-Eat and Heat-N-Eat fresh prepared food.  Ready-2-Eat food prepared fresh is deemed by customers as “Better for You”.  Whole Foods is and has been leading the industry with quality grocerant niche fresh prepared food. 

Selling food the way consumers want is a key driver moving forward, few companies are doing that with fresh prepared food the way Whole Foods does.  The halo around “Better for You” and fresh prepared will drive unique positioning and garner consumer acceptance.  Remember 50% of American’s over the age of 18 are single, the ability to mix, match, and bundle incremental items will drive on-going top line growth and bottom line profits for Whole Foods.

While in the past Whole Foods had a poor pricing image problem – the rather unflattering “Whole Paycheck” moniker – has been reversed and is now Whole Fresh Prepared Food that is Ready-2-Eat and Heat-N-Eat focused. Whole Foods success will continue from the center of the Grocerant Niche for some time to come.  Leaders lead and Whole Foods Grocerant focus is the right track for the right time.
Invite Foodservice Solutions® to complete a Migration Marketing Assessment, Grocerant Program
Assessment, or brand, product placement, menu positioning assistance simply Visit:  or call 253-759-7869. Outside Eyes can be a platform for inside results.   Since 1991 Foodservice Solutions® of Tacoma, WA has been the global leader in the Grocerant Niche

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