The retail food landscape is continually evolving. Consumers
have grown accustom to Ready-2-Eat and Heat-N-Eat fresh prepared food. Today you can find Ready-2-Eat and Heat-N-Eat
fresh prepared food within every sector of the restaurant industry including Quick
Service, Limited Service and Full Service.
Most important virtually all restaurants offer their food via Take-Out,
Delivery, Drive
Thru, or Take-Away.
Convenience Stores, Grocery Stores and Chain Drug Stores all
have taken notice of the success that restaurants are having with fresh meals
for Take-Out. Concurrently Chain
Drug Stores, Grocery Stores and Convenience Stores have
developed and continue developing “restaurant quality” ready-2-eat and
heat-N-eat fresh prepared meals and meal components. In most cases these are
“new” offerings for these companies are creating new avenues of distribution for
ready-2-eat and heat-N-eat fresh prepared food.
Many legacy restaurant chains have utilized discounting to
try to stem the tide of customer migration. This is simply put a bad idea. My
friend Jeffrey Summers analyzed the numbers on discounting and here is what he
found:
If your regular gross margins are 30% and you…
…give a discount of 5% you have to increase top line sales
by 14% to generate the same gross profit.
…give a discount of 10% you have to increase top line sales
by 35% to generate the same gross profit.
…give a discount of 15% you have to increase top line sales
by 70% to generate the same gross profit.
…give a discount of 20% you have to increase top line sales
by 140% to generate the same gross profit.
…give a discount of 25% you have to increase top line sales
by 360% to generate the same gross profit.
Either creating Limited Time Offers or new menu items as an
entity with identity is a much better way to go. Restaurants need to expand branded retail
items in-order to maintain consumer relevance. New points of distribution have
empowered choice for consumers. A brand
is an invitation. Is your brand compelling?
Invite Foodservice Solutions® to complete a
grocerant program assessment, grocerant scorecard, brand, product placement or for
positioning assistance. Since 1991 www.FoodserviceSolutions.us of Tacoma, WA has been the global leader in
the Grocerant niche. Contact: Steve@FoodserviceSolutions.us or 253-759-7869 Linkedin.com/in/grocerant or
twitter.com/grocerant.
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