Foodservice
Solutions® Grocerant Guru® Steven
Johnson
was the first to identify, quantify, and qualify the restaurant sector “65 Inch
HDTV Syndrome” back in 2012. The undercurrents behind the 65 Inch
HDTV Syndrome have not abated but rather they have become more pronounced
according to Johnson.
Take
Subway for example since 2012 customer traffic has declined by 25%. The leading
reason has been Subway’s franchisee’s desires to get away from the $5 foodlong
according to Foodservice Solutions® Grocerant ScoreCards.
While
Subway is seen by consumers as a ‘fresh / better-for-you’ brand when price was
the impetus for customer adoption and migration it is natural to see customer
trial and migration continue. According to Earnest Research, another consumer
perceived ‘better-for-you’ brand Chick-fil-A had the largest growth in orders
from former Subway customers from 2015 through 2017.
However
once again not a surprise for the team working at Tacoma, WA based Foodservice
Solutions® but the next three most likely destinations for Subway customers
defections in 2017 were ‘third-party delivery services’ Grubhub, Postmates and DoorDash. Regular readers of
this blog know that back in 2013 Technomic edified Foodservice Solutions® meal portability as a key driver of consumer choice.
The
line between consumer empowerment and choice offered by ‘third-party delivery’
services have elevated the path to purchase in a very competitive retail
foodservice landscape. Branded meal and menu possibilities offered by
‘third-party food aggregators’ enhance consumer choice and will continue
innovating providing customized meal solutions for families of any size.
The
question today becomes ‘where will you be selling dinner’? The second question
is how can you sell both meals and meal components competitively on a
non-branded platform? Success does leave clues and the team at www.FoodserviceSolutions.us can help you do just that. Contact: Steve@FoodserviceSolutions.us
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