Back in the day (2009), Domino’s awoke from a long period of brand
protectionism practices, self-imposed rules that contributed to stifling sales
growth, product quality, and a loss of customer relevance. Domino’s was the first major retail brand to
discard it core product for and completely new one since the failed rebranding
of Coco Cola. It was a huge risk. Guess
what Domino’s won.
Domino’s did what I call Ground
Branding. It is not back to the
basic’s it is a macro step not a micro step it’s a step into the future of brand
marketing, positioning and essential for legacy brands continued consumer
relevance. Ground Branding means repositioning a product or a company focusing
on the core foundation of the legacy product or companies value with a dramatic
shift in contemporized customer relevance.
Simply put incremental steps are not enough today.
In Seth Godin's book Purple Cow where an
entrepreneur wants to recapture some of the magic that the brand at one time
had. Godin suggests that the key to success is finding a way to stand out and
be remarkable, like a purple cow in a field of regular cows. That’s what
Domino’s did and the company has never looked back.
Domino’s
Pizza Inc. saw same-store sales rise 10.5 percent in the U.S. in the third
quarter ended Sept. 6, the company said in its press release. That by the way was fourth straight quarter of
double-digit domestic same-store sales growth. Domino’s same-store sales have risen 19
percent on a two-year basis, which six years later and with a recession in the
middle is not bad at all.
Rebuilding
customer relevance is important if a brand somehow grows out of touch. In the case of Domino’s one macro ground branding move contributed driving
customer relevance and sales momentum resulting in same-store sales in
international markets rose 7.7 percent in the quarter in 2015 and the 87th
straight quarter of growth outside the U.S.
The customer is dynamic not static any your brand must be as well.
The
challenged for any grocerant niche Ready-2-Eat or Heat-N-Eat fresh prepared
food retailers is the ability to see and understand the customers focus at its
core evolve, not your brands core. Success does leave clues and companies
leading the charge in 2016 will be leaders within their niche for years to
come.
Food
retailers that do not evolve be warned that the rest of will be reading
headlines that C-level change is coming or came at your company. Without bold
new leaders many legacy retail food brands may simply become non relevant. In
the event that they are more about their brand than the consumer they will
simply fall to the way side. Do you need outside eyes to help drive top line
sale and bottom line profits?
Are you trapped doing what you have always done and doing it the same way? Interested in learning how Foodservice Solutions 5P’s of Food Marketing can edify your retail food brand while creating a platform for consumer convenient meal participation, differentiation and individualization? Email us at: Steve@FoodserviceSolutions.us or visit: www.FoodserviceSolutions.us for more information
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