Mediocrity,
Compliancy, and the Status Quo be dammed. Regular followers of this blog know that Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions® thinks there is
one dominate element that will power success within retail foodservice over the
coming years.
Johnson calls it the new electricity that is
partnerships specifically strategic partnerships. The new
electricity must be very efficient for the supply and includes such things
as fresh food, sustainable
packaging, local beer & wine, urban
farming (produce, seafood, etc.), autonomous delivery, cashier-less retail,
cash-less payments, digital hand held marketing.
Food
companies the ilk of Restaurants Supermarkets, Conveniences Stores, Dollar Stores, and
Department Stores selling fresh food that want to survive the next generation of retail
must embrace the artificial intelligence revolution while simultaneously embracing Ready-2-Eat and Heat-N-Eat fresh food.
That will require brands to embrace new fresh food partnerships more now than
ever before according to Johnson.
The retail foodservice customer is not fickle they
are evolving, dynamic and moving forward searching for ways to make dinner complexity
free according to Foodservice
Solutions®
Grocerant Guru®, Steven Johnson.
The consumer is dynamic not static and all food
retailers and start-up fresh food retailers must strive to create or maintain
consumer relevance while evolving their own brand. Foodservice Solutions® Grocerant Guru® Steven Johnson believes that
the following ten clues to build contemporized food brand relevance that will
edify your brand while building top-line sales, bottom-line profits and year
over year customer counts if you partner with companies that help you edify
these 10 success clues:
1. Purpose: Customer relevance with evolving focus. The most
successful brands are inclusive, include values greater than themselves. That means they focus on a Lifestyle, a
philosophy, an emotion, a point in time.
Today that must include a halo of better for you the consumer as better
for the consumer is better for the retailer.
2. A
story:
Most major brands have a story. Examples: If you like
Wawa you know the family history, If you line McDonald’s you have heard the
story or seen the movie If you like Ford vehicles, you might be familiar with
the story of Henry Ford or if you love your Nikes, you probably know how the
Nike swoosh logo was created. You get the picture. What’s your story and where is your story
being told?
3. Consumer interaction:
Foodservice Solutions® Grocerant Guru® firmly
believes that within foodservice retail they brand, products, and footprint
must be consumer interactive and participatory. When your business is first starting out, don't fool yourself into believing
that your marketing efforts are 'brand building' efforts. They're not because to build a real brand, you have to have an
extensive track record with consumers. Consumer will build the brand and the
story for with you.
4. Trust: Establish
operating standards that are measurable for every department within your
company and each standard must edify a customer facing tactic, communication,
service, or product. When you've consistently delivered for your customers long enough, you'll gain
the type of trust that many brands have.
Would you buy a Edsel today? Maybe so, but you are buying to today as a
relic not as a product of today.
5. Consistency: Consumers today
choose a product or service because of brand association. The consumer is buying an expectation, a
promise. Perhaps it's the expectation that the branded product is of higher
quality or that the service will be provided in a more efficient manner. The
expectation must be met time after time.
6. Differentiation: Customer migration from a legacy to an new brand is often borne of differentiation. Many brands offer products and services
that are commodities but they're successful in developing some differentiation
in the product or the avenue of distribution for their products and services
that consumers are sold on.
7. Imitators: Imitation is the sincerest form of flattery and you're probably not a 'brand' until you have competitors trying to copy you. Enough said. (However, we have imitators
trying to play catch up and we thank you for edifying our brand and sharing
this blog.)
8. Market leadership: Success does leave
clues, collect your clues and own them. Top brands are usually looked at as leaders in the markets they compete in. Own the space,
and understand why you do.
9. Evolve: The consumer
is dynamic not static your brand must be as well. The best brands are flexible and capable of reshaping and reinventing themselves and their
messages over time. Brands are either growing or dying.
10. A strong marketing presence: The information super highway
has evolved into a mobile marketing platform in the palm of your customers
hand; your message must follow with the traffic. Don’t get stuck on the road less traveled.
Success does leave clues feel free to
reach out for a private corporate presentation, confidential engagements,
educational forums, or keynote. Contact: Steven Johnson Grocerant Guru® at
Tacoma, WA based Foodservice Solutions® at: 253-759-7869 Linkedin.com/in/grocerant/ or www.FoodserviceSolutions.us Facebook.com/Steven Johnson Steve@FoodserviceSolutions.us
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