Within the restaurant sector many chains have been suffering from year over year flat customer counts or decreasing customer counts since 2009. The restaurant sector over has experienced declining customer traffic since 2009. Restaurant brand managers must understand that the customer is dynamic not static and that brands must be as well.
Today all food retailers operate in an Omni-Channel retail world whether they like ti or not. Within that environment we find that the price value service equilibrium is resetting and a new set of value drives are required to meet or exceed consumer’s expectations. Today’s Chain Restaurant Value Drivers have a new formula for success that formula developed by Foodservice Solutions® Grocerant Guru™ is:
Customer Value = (Fresh Prepared + Portable + Price + Service + Quality) +( Non-Food*)
Restaurant chains can no longer simple open copy-cat footprint stores and expect customers to flow in and out endlessly. Time starved with an ever increasing demanding palate consumers expect flavor, freshness, and service everywhere, all hours of the day and night, with complementary pricing and service.
Increasing in search of time savings solutions and practicality consumer are migrating more and more to convenience stores for food and non-food items that can be bundled into a time saving social currency of sorts. That value momentum continues to pick up speed as companies the ilk of Starbucks, Papa Murphy’s, and Cracker Barrel all over increasingly more and more non-food incrementally valuable items for consumer.
The key to success comes from realizing your brand must be consumer-centric, not “Burger King-centric or me-centric” it must become the driver of brand building ideations. Today restaurants must remember that restaurant brand protectionism equals customer migration. In 2014 Customer Value = (Fresh Prepared + Portable + Price + Service + Quality) + (Non-Food*). Dynamic brands are inclusive not exclusive.
For international corporate presentations, educational forums, or keynotes contact: Steve@FoodserviceSolutions.us 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. www.FoodserviceSolutions.us