Foodservice Solutions® Grocerant Guru® Steven Johnson believes when the “customer moves successful companies move with them.” That is exactly what Thorntons, the brand once known for gasoline, candy bars, and tobacco products is doing. Thorntons seeking incremental customer relevance is now focusing on grocerant niche Ready-2-Eat and Heat-N-Eat food.
With 183 locations Thorntons has refocused, repositioned, and rolled out a new store design that includes prepared hot foods, fresh fruits, baked goods, and coffee displays up front and under the On the Go brand. Focusing on fresh the new hot sandwiches and pizza, are made in onsite kitchens reinforcing freshness.
This is no half attempt at Thorntons is focused on each day-part starting with an oatmeal breakfast bar. Thorntons food is made fresh, but not to order like a restaurant and that is a clear porint of differentiation built-in to increase speed of service. It’s ready to grab and go, which happens most often, representatives said, between 6 and 11 a.m. Clearly, though, by serving fresh sandwiches and hot pizza, the goal is to push deeper into the day and feed anyone anytime they’re hungry.
Thorntons AM day-part extends until the morning menu until 6 p.m. A breakfast burrito will be an additional staple in all 183 locations by March. Other favorites are a four cheese and pepperoni pizza, buffalo chicken burrito, various sandwiches and croissants. Of course to help drive the AM day-part donuts that complement the extensive fresh coffee offerings.
Success does leave clues. Are you trapped doing what you have always done and doing 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