Lacking any appearance of understanding what food consumers current need-set is or direction that restaurant customers path-to-purchase is Boston Market with its latest announcement reinforces the notion that closing stores to stay afloat is not a still not a strategy but a tactic of yesterday that leaves the once proud grocerant niche retailer looking lost according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.
Boston Market recently announced the launch of online meal delivery available to its guests across 330 restaurants nationwide. Wow, as regular readers of this blog know while delivery is important it is not a leadership strategy of today but rather another lifeline for a chain that has been treading water for 15 years rather than edifying its relationship with consumers.
However Boston Market lovers who want to enjoy home style rotisserie meals at a convenient value from the comfort of their home can go to BostonMarket.com or download the Boston Market app to place their orders. Boston Market has also partnered with Grubhub and DoorDash, two of the leading online delivery services with nationwide reach, to ensure that its full menu of rotisserie meals is accessible to guests in any way they want to experience delivery across the U.S.
Time to get started as Boston Market is offering free delivery for all orders over $15 from August 15–21. Boston Market guests can go to the BostonMarket.com homepage to retrieve their coupon for free online delivery during this period.
Frances Allen, chief executive officer, Boston Market stated “With the launch of multiple Boston Market Delivery options, putting a delicious, healthy meal on the table is only a click away”. “We want to give our guests time back in their lives they can use to connect with family and friends.”
Has your brand lost it way? Have you closed more stores over the past 7 years than you have opened? Did anyone ask you Why? Have your C-level executives rationalized and justified mediocre performance? Restaurant customers have migrated to new non-traditional outlets all the while Boston Market leadership pulled them back from a once leading grocerant niche start to looking more like yesterday’s chain restaurant. I guess they were successful as they are getting results that look more like yesterday than today’s success leaders or tomorrow’s. .
Interested in learning how Foodservice Solutions 5P’s of Food Marketing can edify your retail food brand while creating a platform for consumer convenient meal participation, differentiation and individualization? Email us at: Steve@FoodserviceSolutions.us or visit: www.FoodserviceSolutions.us for more information.