Foodservice
Solutions® Grocerant Guru® Steven Johnson was
asked recently” how do legacy grocery stores deal with the ongoing conundrum of
market share capitulation”? Drilling
down on just what the components of the conundrum are Johnson discovered three
concerns:
1. Loss of Market Share
to Dollar Stores / Drug Stores / C-stores
2. Increased competition
from Restaurants
3. Lower priced competitors
the ilk of Aldi, Lidl, and WinCo Foods finding success
Johnson was puzzled
that the questioner was not concerned
about Amazon’s market share land grab in the On-line ordering / delivery
space? The reply was simple On-line
sales are just minnow in a large ocean?
That kind of mind-set
thinking reminded Johnson of the old adage ‘if the rate of change outside of
your company is greater than the rate of change inside your company the end is
nearer than you think’. One bright spot
recently as a side note was Walmart buying Jet.com. Outside Eyes will make a difference and Jet
if left alone could help drive change and On-line success for Walmart.
Johnson believes that
legacy food retailers that continue to sell food to fill a panty are on the
wrong side of the consumer stating “Yesterday’s strategy will not drive
tomorrow’s sales”. He continued saying
they will face difficult times within five years as the rate of consumer
adoption to non-traditional retail locations offering Ready-2-Eat and Heat-N-Eat
fresh prepared food continue to open new outlets garnering more and more
customers.
The Foodservice Solutions® team believes those
legacy retailers opening innovation centers trying to drive innovation from a
platform yesterday, looking for today’s relevance are two steps behind
already. The consumer is agile, mobile,
and Ready-2-Eat. The mindset of yesterday, and today are not platforms
tomorrows foodservice. Why?
Remember that back in
1900 there were 2.9 restaurants for every grocery store in the United States.
Today there are 25 Restaurants for every legacy grocery store
open. My friends that is customer migration from one retail format to another. Consumers love buying Ready-2-Eat or
Heat-N-Eat fresh prepared food and denial is not justification for a micro-incremental
status quo change.
Using the crutch that food safety
is an over ridding issue and a key reason to move forward slowly does not sell
with consumers. One more time there are
25 restaurants for every grocery store. Yes, food safety is important. It can be done right. The grocery industry is
positioned for disruption and in need of Macro-change in-order to drive
meaningful customer relevance and stop customer migration according to our own Grocerant Guru®. Like it or not change is on the way.
Dollar stores are moving into fresh grocery items and fresh foods. The dollar store sector has garnered a lion’s
share of the pantry business so grocery stores should take notice and not
continue in the denial. C-stores
including 7-Eleven are testing and / pushing new fresh food options
to customers daily. Companies the ilk of
Sheetz, Wawa, and QuickChek are continue to garner top line
sales and bottom line profits leveraging fresh food as the bait to garner new
customers. Walgreens Duane Reade is a prime example of fresh food
urbanization and grocery store capitulation.
On the West coast WinCo Foods continues to grow
while becoming the low price leader in many markets. All the while Aldi now has over 1,800
stores in the US and is the low price leader in most every market. This brings us to Lidl which is currently
investing $ 3 Billion in the United States to open new retail outlets. The first units set to open in 2017 and set
to garner share from legacy retailers.
Lidl is a low price leader. When
combined with Aldi, and WinCo the competitive landscape will be forever
changed.
Legacy grocery
retailers that were once the low price leader or middle market players are
today maintaining sales due to deflation of CPG food staples and simultaneously
reaping increased sales and profits due to SNAP customers buying more items as
prices drop. That is a is not a platform
for long term success.
Remember
research found that SNAP customers stated that McDonald's is an aspirational
brand to them!
That clearly is BAD for legacy grocery stores as most have Kids as they
come off SNAP they simply want to treat their KID to a Happy Meal and one meal
away from the kitchen! With a rise in
the minimum wage and inflation sure to return relying on SNAP customers for
growth is not going to work.
How do you solve the grocery store conundrum? When the facts change
industries need to change. The facts are clear family size in 1900 was 4.73 today the
number is 2.54 per household. That change is dramatically. The number of Americans single over the age
of 18 years old and older in the US has now
reached 50%. That change is dramatic as well.
In
a world filled with new facts there is a new reality and retailers must
change. After all how many of the single
adults need or want to buy 10 pork chops, 6 steaks, or 8 chicken breast at a
time when shopping? Simply put grocerant niche Ready-2-Eat and Heat-N-Eat fresh
prepared food that is consumer focused, interactive, and
participatory
is driving change in the foodservice sector. Does your company look more like
yesterday than tomorrow?
Invite
Foodservice Solutions® to complete a grocerant program assessment, grocerant
ScoreCard. For brand, or product
placement assistance our Grocerant Guru® has the skill-set you are looking
for. 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
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