Many legacy restaurant brands continue practicing Brand Protectionism of the 1980’s, 1990’s and 2000’s while customers are migrating to non-traditional avenues of fresh food distribution including C-stores, Grocery Deli’s, Drugstores and Food Trucks.
One key component in Foodservice Solutions® 5 P’s of food marketing is portability. In our Omni-channel retail world food trucks are increasing in popularity, expanding menu offerings, while extending into the community with greater frequency creating a compelling point of discovery consumers are not will to part with.
Over the past five years, the sector has grown an average 8.4 percent a year, according to industry analyst IBISWorld in Los Angeles. Food truck revenue, which last year surpassed $650 million, is expected to quadruple to $2.7 billion by 2017, according to Emergent Research, a small-business research and consulting firm based in Lafayette, Calif.
Authenticity, local, and fresh food trucks are selling everything from pizza, burgers, fish taco’s, falafel wraps, fusion cuisines, cupcakes too grilled cheese. Office workers are following their favorite trucks via social media sites in order to garner locations, menu specials, and specials events.
Social media has provided an affordable marketing currency with consumer relevance for food truck operators. That marketing currency can drive sales. Here is but one example: “Roy Choi, who launched his Kogi BBQ food trucks selling fusion Korean tacos in Los Angeles in 2008. In his first year, he raked in $2 million selling $2 tacos.” According to the Food Network show “The Great Food Truck Race”.
Foodservice Solutions® Grocerant Guru™ does not think Footprint Malaise, Brand Protectionism or Food Trucks should diminish sales at legacy chain restaurants. Integrating the 5 P’s of food marketing with a mix and matched customized set of retail offerings is the best way to edify a brand in an Omni-Channel retail world. Allow your brand to discovered, rediscovered with consumer relevant offerings.