Signing up new franchise partners expanding its brands reach is something that Dickey’s has done very well. From San Diego to Miami, FL and everywhere in between you can now find a Dickey’s Barbecue Pit or so it seems.
Dickey’s barbecue chain has focused on key customer touchpoints including Grocerant niche Ready-2-Eat and Heat-N-Eat fresh prepared food. Currently they are marketing a platform of meals and meal components targeting “middle-ground options falling between garden-variety takeout and catering orders.”
This new platform expand Dickey’s brand value as the packaged meals are aimed at customers who want more than a regular carryout meal, but not enough to justify a full-fledged party-sized platter or bulk order.
Reducing the paradox of choice overload Dickey’s is offering three sizes. “The Picnic Pack is intended to feed two to four people, with a pound of meat, two sides and four rolls. The Family Pack promises to feed four to six people, who can pick two one-pound servings of meat, three sides and six rolls. The largest option is the XL Family Pack, with three one-pound servings of meat, four sides and eight rolls, or what Dickey’s says is enough food for six to eight people.”
Dickey’s understands that consumers continue to be time starved and don’t want to cook form scratch or don’t know how to cook from scratch. Dickey’s marketing messaging points out that the bundled orders are an easy way to eat at home without having to fire up the oven and you can place the order online or in the store.
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