When the customer moves, retailers must move with them. Darden’s Olive Garden sales have been down or
trending down for several years. Full service / sit down restaurants demand so
much time that time starved consumers have simply found other options.
The option most common according to Foodservice Solutions®
Grocerant Guru™ is “restaurant quality Ready-2-Eat and Heat-N-Eat fresh
prepared food”. Most important non-traditional fresh food retailers are
offering meal component options that can be bundled into Mix and Match
customized personal or family meals. Those
non-traditional retailers are doing or less than restaurants can or do.
Jonathan Maze of the Restaurant
Finance Monitor recently pointed out that “Over
the last year, the number of full-service restaurants has declined by a full 1
percent, or 2,156 locations, to 297,827 units. By contrast, the number of quick-service
restaurants, including fast-casual concepts, grew by 2 percent to 337,667
establishments. Overall, 53 percent of restaurants now don't employ wait
staff.”
Olive Garden’s Buy One, Take One promotion directly centered in the middle of the
grocerant niche works this way. Olive
Garden’s customers buy an entree at
the restaurant and get a second entree to enjoy at home. This time Olive Garden ratcheted up the
promotion by adding a Redbox movie rental with the Buy One, Take One.
Clearly
Olive Garden has been paying attention to Foodservice Solutions® Grocerant
Guru’s theory The 65 Inch HDTV Syndrome. At the
conclusion of proprietary research Foodservice Solution’s found consumer love their
new 65 inch HDTV’s and want to watch sports, movies, the evening news, and eat
in front of them as well.
Jay
Spenchian, Olive Garden's executive vice president of marketing said “Olive
Garden’s One, Take One promotion is “all about creating special moments for our
guests, and this 'Dinner and a Movie' offer gives our guests the opportunity to
enjoy a second Olive Garden experience together -- at home with a Redbox
movie."
This
promotion adds valuable consumer relevance edifying the Olive Garden brand and
Foodservice Solutions® Grocerant Guru believes will help Olive Garden slow, stop
or mitigate customer migration.
Visit: www.FoodserviceSolutions.us
if you are interested in learning how the 5P’s of Food Marketing can
edify your retail food brand while creating a platform for consumer convenient
meal participation, differentiation and
individualization contact us via Email: Steve@FoodserviceSolutions.us
or call: 1-253-759-7869
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