Monday, May 15, 2017

Is your Service Deli, C-Store, or Restaurant a Showroom or Salesroom

Consumers are evolving with technology so fast many retailers feel that they can’t keep up, it cost too much to keep up, or that they should not try to keep up.  Foodservice Solutions® team believes that it’s not the technology that’s the problem. The problem is how fresh food retailers view the operation itself. 
Today when you create a unique menu item that generates consumer buzz, high sales, while others start copying it, and adding it to their menu.  Then your restaurant has evolved into a showroom and is no longer just a restaurant. Has your restaurant become a Showroom? Are you still doing what you did 3, 4, or 5 years ago?
Don’t let your restaurant become the next Marsh, A&P,  Burger Chef  or Best Buy a great showroom with declining store counts, sales, and profits.  The other concern is while you are spending millions advertising on Google, Facebook remember that Amazon is doing just the opposite. 
Do you remember when retailers were scared of their online competitors? You should be again for both are now selling food, fresh food, and fresh prepared food delivered to your customer’s door.
Remember when Amazon announced that they were opening a Brick-N-Mortar store in New York City, San Francisco, what did you think?  Wow that’s a Restaurant advertising platform for my company.   Did you once again think well, that does not concern us? Today, On-line retailers are becoming Brick-N-Mortar solutions utilizing ideations from your showroom and on-line ads. Are you thinking A Customer Ahead?
Eye-glass retailer Warby Parker has opened several stores and stores-within-stores partnering with already established eye wear retailers. Plated, once an online meal-delivery service only, offers a truck instead of a stationary storefront for its hungry New York patrons; are you evolving?
Are still doing things the same way you were 3, 4, or 5 years ago.  Here are three things customer want:
  1. Customers want to Discover
They like a brand with consumer relevance.  If your brand is not on the ‘information highway’ your customer will simply by-pass your brand.  The same hold true to the sidewalk, street corner, and airport. On-line retailers are garnering customer relevance. How are you expanding your brand?
  1. Customer want Convenience
The Hudson Riehle Senior VP Research & Knowledge Group of the National Restaurant Association said “88% of adults with smartphones/tables use them to look-up, restaurants, locations, and hours of operations.  Foodservice Solutions® Grocerant Guru™ found that 92% of consumers would buy a branded food they liked item from a non-traditional outlet.
  1. Customers want it both ways
Sampling a new food item in-store is a vastly different experience than receiving a sample in the form of a ‘free coupon’, a sample in the mail, consumers want to discover on their terms.  They want that invitation to be both customized and personalized.  Customer relevance today equals a branded seamless experience from Digital too Brick-N-Mortar and Portable or Brick-N-Mortar too Digital with food portability.
  1. Are you funding, your next competitor?
What consumer relevant digital advertising platform are you spending on?  Who analyzes the analytics first?  Does your advertising partner sell meals or meal solutions direct to consumer?

To create that seamless experience recently Plated, the online food delivery service, has started sending out a food truck to feed New Yorkers from the street. They also cleverly offer samples and coupons for online orders for new customers. Customers get to taste what’s next, literally, and feel more comfortable making that order from home next time.  Outside Eyes can help you look A Customer Ahead. What role does portability play in your integrated consumer messaging and marketing?

Are you trapped doing what you have always done and doing it the same way?  Interested in learning how Foodservice Solutions FIVE P’s of Food Marketing can edify your retail food brand while creating a platform for consumer convenient meal participationdifferentiation and individualization?  Email us at: or visit: for more information.

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