Success does leave clues and regular readers of this blog know that Steven Johnson, our Grocerant Guru® at Tacoma, WA based Foodservice Solutions® has been speaking highly of YUM! Brands and Greg Creed since 2015 as Yum Brands has been evolving with consumers, address grocerant niche customer migration and taking positive action steps.
Regular followers of this blog also 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. Yum Brands GrubHub partnerships is all of that.
Food companies the ilk of Restaurants Supermarkets, Conveniences Stores, Dollar Stores, and Department Stores selling 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.
In a move to garner incremental customer relevance across all of Yum Brands banners CEO Greg Creed made a power move in fast food’s delivery this week announcing an expansive U.S. partnership with third-party giant GrubHub.
Partnerships that work are good for both companies first KFC and Taco Bell’s ability to offer online ordering,” in all existing GrubHub markets is a win for both brands. However with a $200,000 Million Dollar investment into GruHub clearly the partnership begins with plenty of respect on both sides. The cash inflow will allow GrubHub the ability to build out new markets for expanded delivery service with building restaurants waiting for the taking.
Close to y half of YUM!’s 45,000 restaurants already offer pickup and delivery via online ordering. Greg Creed, CEO of Louisville, Ky.-based Yum, said KFC delivery is being tested in several markets, citing Indianapolis, Ind., Louisville and Omaha, Neb.
What GurHub and Yum Brands have done is take legacy delivery programs and integrate a platform for branded consolidated catering to be offered market by market. Yum Brands consolidated catering program now has Take-Out, Online-Line Ordering, Mobile Ordering and Delivery. Today Yum Brands marketing strategy looks more like tomorrow than yesterday. What does your marketing strategy look like Yesterday, Today or Tomorrow?
Once Greg Creed shows he understands the mind-set of the grocerant consumers and he is doing all the right things according to Johnson. Proof YUM! is purchasing $200 million of common GrubHub stock, enough said. What’s under your catering umbrella, yesterday’s tactics or tomorrow’s strategy?
Are you ready for some fresh ideations? Do your food marketing tactics look more like yesterday that tomorrow? Visit www.FoodserviceSolutions.us for more information or contact: Steve@FoodserviceSolutions.us Remember success does leave clues and we just may have the clue you need to propel your continued success.