Gen Z and Millennials
in search of food discover consumers are now driving the growth of Omni-Channel
food retail according to Foodservice Solutions® Grocerant Guru®.
The success of Ready-2-Eat and Heat-N-Eat
fresh prepared food has
been documented, talked about and written about for one reason of late. It is
driving top line sales and bottom line profits within existing points of
distribution and more importantly at non-traditional points of fresh food
distribution garnering share from legacy food retailers.
If you are not cultivating a brand you are
simply curating your brand? Are you still doing what you did in 1999, 2005 or
2014? Is your food company prepared to
succeed in 2018, 2019 … 2025? Here are some of the advantages to entering or
expanding your business within the grocerant niche.
Abandon
Brand Protectionism
If you want to
garner additional customers to drive top line growth you must look outside of
for current box. Brand protectionism is dying. Are you over protecting your brand? Most large food retailers, big companies,
have a narrow brand focus. That ways
yesterday’s strategy for yesterday’s customer.
It time to look a customer ahead not
protect what worked 20 years ago. Most legacy retail food brands have honed
their brand and supply chain. They have set and defined boundaries, and
continue to limit the brand to those predefined boundaries.
Time and technology have redefined the
consumer playing field. Your brand must become dynamic again or risk losing
consumer relevance. There is a huge opportunity for share of market if you elect to evolve you brand with
migrating fresh food consumers in take-out and take-way options.
Customer
Outcomes Trump Customer Status Quo
Are you paying your C-team to play it safe?
Large food retailers typically pay more at the C-level, and are seen as stable
employment currencies (not-taking risk). While do no harm was the C-Level
mantra of the 1980’s, 1990’s and 2000’s no one ever said do noting or do the
minimal.
The grocerant niche when vertically
integrated into an existing brand creates a new level of excitement within the
entire company. When sales grow, the opportunity for advancement expands,
building team momentum, excitement explodes like a wildfire. Customers can feel
the proactive positive buzz from employees. Doing the same old thing is simply
doing nothing and is boring for your team.
Doing something new is soaring. Customers notice companies on the move
and reward them,
Consumers are Dynamic not Static Exposure to
change is a positive
Change is incredibly dynamic, consumer
focused changed is contagious. Change evolves and will go through a bell curve,
and you see the whole thing step by step when you vertically integrate change
into brand and consumer values. If not integrated you do not really get to
escape the velocity of the event, but change is exciting nonetheless and
customers will still follow.
Consumer Relevance Will Drive Momentum
Are you going to tangibly impact your
company or maintain the status quo? Today like never before companies have the
ability to evolving a brand at a speed not seen since your company was a
start-up. What impact are you going to have on your company? There is a
difference between the work you do and the impact you have. Fresh Food
retailing is evolving at break neck speed, evidenced by the Dollar Store formats selling more foods and Walgreens selling fresh foods and doing it well as you can see from this
video of a Walgreens in San Francisco. Is your brand evolving fast?
Success Steps are a Springboard to
Profitability
Are you not growing because of Obama Care,
the minimum wage hikes, or lack of qualified workers? If you do nothing but
wait, watch or blame the economy you are very likely to simply spin out of
control. Redefining your brand with consumer relevance will position you too
either create a positive spin off or springboard to the next level. Legacy
organizations need to be mindful that springboards do great things for your organization,
your team and your shareholders.
Foodservice Solutions® is clue # 1
Today, LTO's (Limited Time Offers) can
drive top line sales and bottom line profits while taking you in a new
direction. Are your LTO's leading your brand, testing your brand or simply
copy-cat marketing tactics absent strategy?
Fresh prepared Ready-2-Eat and Heat-N-Eat food in
non-traditional outlets poses an ever increasing threat to restaurant growth,
is a pantry buster for grocery stores, and a quagmire for C-stores. . Want to
know how to best address these new competitive threats? Contact Steven Johnson Grocerant Guru® at: www.FoodserviceSolutions.us 1-253-759-7869
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