Thursday, September 13, 2018

McDonald's bold embrace of the Grocerant Niche

Why is it successful companies seem to pick up all of the right success clues?  Could it be that they listen to customer better than other companies?  That is exactly what Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions® believes.
McDonald’s McCafé has introduced its latest beverage innovation targeting a new avenue of distribution that will drive incremental sales and profits for the global fast food retailer according to Johnson. The new product is a line of bottled McCafe Frappés, (grocerant niche Ready-2-Drink), coffee drinks that will be the foundation creating new electricity the McDonald’s brand.  
So, just what is your brands new electricity? According to Johnson, “Brand relevance is in part driven with innovation in new food products in combination with new avenues of distribution all of which are the platform for the new electricity.”
Johnson stated “that in my minds-eye the new electricity must be very efficient for the supply and includes such things as fresh foods, developing brands, unique urban clothing, grocerant positioning, Fresh food messaging, autonomous delivery, cashier-less retail, plates, glasses, cash-less payments, digital hand held marketing.
Foodservice retailers to survive the next generation of retail must embrace the artificial intelligence revolution while simultaneously embracing fresh food that is portable, fresh, with differentiation that is familiar not different.  That will require brands to embrace new fresh food partnerships more now than ever before according to Johnson.
Every generation McDonalds customers will embrace the new avenue of distribution.  For McCafé lovers nationwide they will have another easy way to grab their favorite pick-me-up. McDonald’s launched the line of bottled McCafé Frappé coffee drinks in grocery and convenience stores, as well as mass merchandisers across the U.S.
The drinks are available in three flavors – Caramel, Mocha and Vanilla – bottled McCafé Frappés deliver craveable and delicious café-quality coffee on-the-go. The Coca-Cola Co. manufactures, distributes and sells bottled McCafé Frappé coffee drinks, and combines brand-building and distribution expertise together with McDonald’s to offer a new way for people to enjoy the taste of McCafé. They are made with 100% Arabica coffee beans and blended with real milk, sugar, natural flavors and other ingredients for a smooth, perfectly balanced taste.
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 participationdifferentiation and individualization? Email us at: or visit: for more information.

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