Regular readers of this blog have heard of the old TV Shows that has been rekindled several time called “What’s My Line’. Today the world of food marketing and how to open a new restaurant or food Start-Up has changed from word of mouth too online back-stories. Consumers what to know “What’s Your Line online."
Both Gen Z and Millennials ‘need and want to know more about what your brand stands for which in turn requires that you do as consumers do turn to ‘Google Home’ or ‘Amazon’s Alexa’ building your brand story. That will enable your customers to find your brand, your address, and what customer are saying about you on Yelp, YouTube, or Facebook well before they ever enter you store.
Today food start-ups must begin using e-commerce to get off the ground even before your fist store front ever opens according to Steven Johnson Grocerant Guru® at Tacoma, WA based Foodservice Solutions®. It about the back store, your story and the journey of you brand that Gen Z and Millennials require if you want them to buy-into you’re messaging.
Marketing technology platforms the ilk of Yelp, YouTube, Facebook, and smartphones connectivity have become ubiquitous, how consumers shop is changing. Rather than a focused, planned effort, shopping is ongoing with the consumer using all of the tools at his or her disposal to research and acquire products.
Technology specifically mobile phones are changing how food and beverage start-ups are going to market. While the days of introducing products at farmer’s markets, pop-up restaurants, food and then scaling up have yet to fade.
Regular readers of this blog know that the traditional business model is being upended. Today, start-up brands including grocerant niche Ready-2-Eat and Heat-N-Eat fresh prepared foods are adopting direct-to-consumer and third-party e-commerce initiatives to gain customers and sales velocity and eventually fund distribution into brick and mortar. Legacy food retailer need to take note of this as it is a trend not a fad according to Johnson.
In fact the Food Marketing Institute recently found that online grocery sale are expected to reach $100 Billion by 2022. A good deal of those sales will be fresh prepared meals and meal components according to Johnson.
Direct-to-consumer brand building allows start-ups to build a strong connection with consumers and have total control over its message evolving the relationship personalizing products with and for customers. Direct-to-consumers marketing elevate’ return on investment (marketing) R.O.I. as top of mind for brand managers and product managers simultaneously.
Star-up’s quickly zone in on what is working and what is not working. Direct to consumers sales create a platform where scalability is transparent throughout the company. Having everyone on the same page is critically important for start-up food retailers.
Retail food brands leveraging direct-to-consumer digital marketing today can compete on an even stage with companies the ilk of Amazon Go, Walmart’s both multi-billion dollar companies that are still testing of automatic pickup, retailer click-and-collect initiatives, and two-hour delivery in some regions. Think Blue Apron, Hello Fresh both online only formats first. So just What’s your Line and who Knows about it?
Success does leave clues www.FoodserviceSolutions.us is the global leader in grocerant niche business development. We can help you identify, quantify and qualify additional food retail segment opportunities. Has your company had a Grocerant ScoreCard completed a Grocerant Program Assessment, or new Grocerant niche product Ideation? Want one? Call 253-759-7869 Email: Steve@FoodserviceSolutions.us