Friday, February 22, 2019

Freshii New Partnership will Drive Growth with 100 New Points of Distribution


Success does leave clues and Freshii the Canadian fast casual restaurant franchise that serves burritos, wraps, soups, salads, and frozen yogurt is picking up all the right clues. Freshii has had its share of miss-q’s over the years but each time it stumbles CEO Matthew Corrin, has picked-up the right clues to drive Freshii forward.
In 2016, Freshii introduced meal boxes at most locations which include breakfast, lunch, dinner, and two snacks. The boxes are available in plans ranging from 1 to 30 days and focus on healthy eating finding incremental success in the grocerant niche.
Freshii is in the middle of the Grocerant niche now focused on ‘better-for-you’ fresh full-flavored food according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.  Now Freshii has a new partnership with Walmart Canada locations in Ontario its first partnership with a major grocer. Freshii healthier meal options says its products will be in 100 Walmart Canada stores by the end of April as well as online.

Can a new partnership drive your sales? Don't let your brand simply do what you always have an become the next Kraft, Heinz or Campbell's Soup. Food selling partnerships are a proven platform driving top line sales and bottom-line profits. This relationship is an outstanding example how a brand can drive incremental adoption putting new electricity in your brand relevance by adding new points of distribution.
Is your brand is searching for the new electricity to help drive the brand forward. 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, free food / sampling, beer, developing brands, unique urban clothing, grocerant positioning, Fresh food messaging, autonomous delivery, cashier-less retail, plates, glasses, cash-less payments, digital hand-held marketing and eSports.
All 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
Are you looking for a new partnership to drive sales? Are you ready for some fresh ideations? Do your food marketing ideations look more like yesterday than tomorrow? Interested in learning how www.FoodserviceSolutions.us can edify your retail food brand while creating a platform for consumer convenient meal participationdifferentiation and individualization?  Email us at: Steve@FoodserviceSolutions.us or visit:  www.FoodserviceSolutions.us for more information



Thursday, February 21, 2019

Hand-Held Food Marketing’s Up-side


The simple fast is that only 0.03% of restaurant menus items are now delivered and the average price for restaurant menu delivery order is $24.30 according to Tasewise data analytics.  Grocerant niche Ready-2-Eat and Heat-N-Eat fresh prepared food that can be personalized, customized, and bundled into a family meal is elevated with hand held digital food marketing according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.
The NPD Group reports that restaurant digital orders have grown at an average annual rate of 23 percent since 2013 and will triple in volume by the end of 2020, and the majority of digital orders, 6 out of 10, are by mobile apps.  That said; look at the up-side from 0.03%.  If you’re not filling your seats with butts, you had better start selling your meals and meal components online / with digital hand-held marketing tools according to Johnson.

Currently restaurant’s app or website represents 70 percent of digital orders and the remaining orders are through third-party apps or other types of apps or websites, according to the findings of NPD’s recently released Delivering Digital Convenience report.
All food retailer should start considering third-party apps, the ilk of DoorDash, Grubhub/Seamless, and UberEATS, as they account for more than their fair share (40 percent) of the 20 most-used apps. Utilizing third-party apps today is quick, easy and a low-cost way to break into fresh food delivery according to Johnson. Are expanding your brands reach into the palm of your customers hand?
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: Steve@FoodserviceSolutions.us or visit:  www.FoodserviceSolutions.us for more information


Wednesday, February 20, 2019

Food Discovery Autonomous Vehicles and Youthful Experimentation



While the line between food retail channels may be blurring in the minds-eye of the consumer both Gen Z and Millennials quest for personalized food discovery seems to have few limits according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.  
Understanding digital native’s is fundamental for companies the ilk of Sodexo focused on feeding students on college campuses.  Success for Sodexo like many other food companies requires customer relevance enough to create new electricity according to Johnson. 
To that end in a new partnership between Sodexo and autonomous vehicle developer Starship Technologies formed to provide autonomous vehicles that are now delivering groceries from a campus grocery store and food from several foodservice outlets to students across campus at George Mason University.
This new avenue of distribution provides services to supply 25-plus small vehicles, allowing George Mason's 40,000 students, faculty members and staffers to have products delivered anywhere on campus, within minutes, for $1.99 per delivery.

The Starship Deliveries mobile app, which is compatible with iOS and Android, allows users to order items from campus grocers including 2nd Stop, Blaze Pizza, Starbucks and Dunkin'. More partners will be revealed in the coming weeks.
The service, which works in conjunction with student meal plans, is intended to make food and beverages more accessible to ease the hectic lives of students and faculty.To use the technology, customers:
·         Open the Starship Deliveries app on their mobile device;
·         Choose from a range of food and beverage items;
·         Drop a digital map pin on the screen where they want their delivery to be sent;
·         Upon receiving an arrival alert, meet the robot and unlock it through the app; and
·         Retrieve their order.
Mark Kraner, executive director for campus retail operations at George Mason University  stated; "We're excited that our students, faculty and staff get to be at the forefront of this pioneering campus food-delivery service," … "This will enhance life for everyone at the university, and that's something we're continuously looking to build upon. Our commitment to providing an optimal campus experience is one of the things that distinguishes George Mason University as a place where everyone can thrive."
Each robot can carry up to 20 pounds, or roughly three shopping bags full of products, and is able to cross streets, climb curbs, travel at night, and operate in both rain and snow. They make their delivery in no more than 15 minutes — depending on travel distance and items ordered — and are stored in pods located around campus, where their batteries are automatically switched so they can continue operating.
Food retailers today must understand that relevance drives trial and adoption this new partnership drive relevance with digital natives.   Is your brand is searching for the new electricity to help drive the brand forward. 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.”
Can you Win the Battle for Share of Stomach 


Johnson stated “that in my minds-eye the new electricity must be very efficient for the supply and includes such things as fresh foods, free food / sampling, beer, developing brands, unique urban clothing, grocerant positioning, Fresh food messaging, autonomous delivery, cashier-less retail, plates, glasses, cash-less payments, digital hand-held marketing.
All 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 Sodexo and Starship Technologies plan to expand the foodservice- and grocery-delivery technology to additional campus locations globally in the future.
Are you looking for a new partnership to drive sales? Are you ready for some fresh ideations? Do your food marketing ideations look more like yesterday than tomorrow? Interested in learning how www.FoodserviceSolutions.us can edify your retail food brand while creating a platform for consumer convenient meal participationdifferentiation and individualization?  Email us at: Steve@FoodserviceSolutions.us or visit:  www.FoodserviceSolutions.us for more information.

Tuesday, February 19, 2019

Is Hy-Vee Emblematic of What’s Happening to Traditional Grocery Stores


If an outsider were to read the press clipping about Hy-Vee for the past four years one just might think of a dog chasing its own tail.  What in the world does Hy-Vee what to be when it grows up?  Well, according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions® Hy-Vee wants to be what it has always been: everything to everyone.  Clearly, that’s not working for any legacy grocery store.
Hy-Vee “roughly two months opened its ‘Fresh & Fast Concept they are planning more locations. New media outlets report that “In addition to the new store in Altoona, Iowa, Hy-Vee is planning to open two more locations "soon," the news outlet stated. One will be in West Des Moines, south of the freestanding Hy-Vee HealthMarket that opened last summer in the Jordan Creek Town Center, and the other in Des Moines.
The fresh-focused, smaller-format concept provides shoppers with standard products found in a typical convenience store, including fuel pumps, roller-grill favorites, frozen food and wine and spirits. The new units ff anything like the location in Davenport, they will be roughly one-tenth the size of Hy-Vee's largest grocery store, in Bloomington, Ill. And shoppers even can make their purchases in the store or through Hy-Vee's Aisles Online click-and-collect service.
At the new location, shoppers also can enjoy an "abundance of prepared meals, [and] a build-your-own-pizza bar," the Register said. It is intended to help on-the-go shoppers seeking to grab a "quick pizza" or "throw a family meal in the oven" on a day when the family needs to eat but a complete grocery-shopping trip cannot be made.”  So, what are we to think? Well not much it was just two years ago they were opening new stores with 60,000 SQFT with full-service restaurants? Why such a change in focus so fast? Were they on the worng track then or are they on the wrong track now, or should they be just adding more restaurants in the stores?
Business models evolve, brands evolve however, if success does leave clues it’s clear Hy-Vee has not pick up the right clues.  Is you brand still trying to be all things to all consumers?  How is that working for you?
Invite Foodservice Solutions® to complete a Grocerant Program Assessment, Grocerant ScoreCard, or for product positioning or placement assistance, or call our Grocerant Guru®.  Since 1991 www.FoodserviceSolutions.us  of Tacoma, WA has been the global leader in the Grocerant niche. Contact: Steve@FoodserviceSolutions.us or 253-759-7869



Monday, February 18, 2019

The Grocerant Niche has a Growing Customers Base Do You


Most of our regular readers understand that The future has already arrived; it’s just not evenly distributed.” A quote made famous by William Gibson sure comes to mind don’t you think. 
Fresh prepared “better for you” food and food options are driving success within the grocerant niche which continues growing rapidly in every sector of retail according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.
Once the kingpin of food sales was regional food retailer’s, now they risk being marginalized by new concepts with smaller footprints, lower cost of goods, and faster service.  Food retailers must understand the new dynamics in the industry and react properly in order to accelerate growth.  The focus is on the Grocerant Ready-2-Eat and Heat-N-Eat fresh and prepared food.
“My mom made two dishes: Take it or Leave it.”  Is a line made famous by comedian Stephen Wright? Once again, the food price, value, service equilibrium is resetting in Grocery stores, Restaurants, and Convenience stores all the while the dollar store sector is entering the fresh food space targeting the 65.3% of U.S. households with one or two residents. 
Dollar stores are entering the grocerant niche with Ready-2-Eat and Heat-N-Eat fresh and prepared food that will provide a platform for continued customer migration as the battle for share of stomach continues to expand. Traditional food sectors have noticed discontinuity in consumer food shopping behavior and all are fighting for a greater share of stomach.  
Battle for Share of Stomach

Contributing to this displacement is a focus on short term market metrics particularly price as restaurants continue to raise prices grocery stores have had declining price driving a price advantage consumer have begun to notice are attracted too. One problem consumer doesn’t like to cook dinner four night a week, so they go looking for a grocerant niche solution Ready-2-Eat and or Heat-N-Eat meal solution according to Johnson.  
Restaurants, Dollar Stores, Club Stores, Ikea, Grocery store deli’s, and Convenience stores, are sell meal components that are mixed and matched then bundled into a family meal.  What kind of food are you selling and where can it be consumed? Where are you selling branded food?
Outside eyes can deliver top sales and bottom-line profits.  Invite Foodservice Solutions to provide brand and product positioning assistance or a grocerant program assessment. Since 1991 Foodservice Solutions of Tacoma, WA has been the global leader in the Grocerant niche for more:  Email: Steve@FoodserviceSolutions.us  or visit: www.FoodserviceSolutions.us

Sunday, February 17, 2019

Lidl & Aldi Went to School Listened, Learned, now Lead


Within every business sector there are winners and there are losers.  One sure way to determine who is winning is to look within a sector and see just who is growing, expanding by building new units while expanding into new geographic territories simultaneously.  There are two standout companies globally, and in the U.S., they are the same two Aldi & Lidl according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.  
A new study by Bain found 30% of shoppers at mass and traditional grocery stores also regularly shop at Lidl and Aldi.  Why, well as regular readers of this blog know the leadership of both Aldi & Lidl have listened to the consumer, learned, and then gave the consumer the experience they wanted from a grocery store according to Johnson. Here is more of what they found:
“The figures were especially strong for Aldi, which the survey indicated was gaining customer acceptance along with its move to expand assortment to premium tiers. Its consumer advocacy rose to 55% in 2018 from 46% a year earlier and outperformed in the two areas that according to Bain customers care about most: “best everyday low prices” and “best value for the money.”
Winning the Battle for Share of Stomach

Consumer advocacy is a predictor of future success, because promoters—or a company’s biggest fans—tend to spend more, purchase more frequently and devote a higher share of their overall spending to retailers than do detractors, or consumers giving company a low rating. Aldi had the third-best NPS of 25 retail brands in the Bain study, while Lidl ranked 12th in that group. Bain did not identify the companies in the provided rankings but said the group included supermarkets, mass merchants and warehouse clubs, and excluded convenience stores and dollar stores.
Lidl, which entered the U.S. less than two years ago, is still tinkering to find a profitable model, but has captured 3% or greater share in five of the seven markets studied in summer 2018, gaining spending from traditional grocers, Bain said.”
The simple fact is Aldi & Lidl have given consumer what they asked including price, value, service, and discovery according to Johnson. They did that while edifying operational efficiencies giving them a competitive advantage over traditional grocery retailers who take pride in doing what they have always done and doing in the same way according to Johnson.  We ask Why?  Success does leave clues and giving the consumer what they want should be you first clue every day. 
For international corporate presentations, educational forums, or keynotes contact: Steven Johnson Grocerant Guru at Tacoma, WA based Foodservice Solutions.  His extensive experience as a multi-unit restaurant operator, consultant, brand / product positioning expert and public speaking will leave success clues for all. For more information visit www.GrocerantGuru.com , www.FoodserviceSolutions.us or call 1-253-759-7869

Saturday, February 16, 2019

Chick-fil-A has a halo of ‘better-for-you’ and Employees know it.



Time and time again food retailer’s success is based on ‘buzz’ and Chick-fil-A buzz includes better service, fresher food, and better trained employees that are happy.  Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions® stated that Chick-fil-A franchisees have elevated employee training and food quality to a point that simply that out pace’s competitors.  
Now Chick-fil-A is increasing its investment in educational scholarships for restaurant Team Members in 2019, awarding $15.3 million to more than 6,000 deserving Team Members across the country. As part of Chick-fil-A’s Remarkable Futures education initiative, this increase in scholarship funding reflects Chick-fil-A’s continued commitment to Team Members and their futures, and it remains one of the highest unrestricted per-employee scholarship investments in the industry.
Throughout March local Chick-fil-A Franchise Operators will present $2,500 Leadership Scholarships to 6,016 Team Members across 47 states. Through Chick-fil-A’s annual scholarship application process, students employed by the company’s local franchise Operators can apply to receive up to $25,000 in scholarships to pursue the higher education opportunity of their choice.
The initiative is unique in that the scholarships can be applied to any area of study at any accredited institution, including any two- or four-year college and university, online program or technical/vocational school. Here the thing you help them they help you.  Now isn’t that the way it should work?
Chick-fil-A’s Remarkable Futures initiative includes three opportunities:
·         True Inspiration Scholarship: In 2019, 12 Team Members will receive an individual, one-time award of $25,000. Unlike traditional scholarships which are based solely on academics, the True Inspiration Scholarship is for students who also demonstrate financial need, leadership and community involvement. This year’s True Inspiration Scholarship recipients logged an average of 596 hours of community service each during the previous 12-month period. 
·         Chick-fil-A Leadership Scholarship: In 2019, 6,016 Team Members will receive a $2,500 scholarship for the 2019-2020 academic year. Team Members may re-apply for up to four years for a potential total of up to $10,000 for college while working at a Chick-fil-A restaurant. These scholarships are awarded to Chick-fil-A Team Members based on leadership, academic achievement and community involvement. 
·         Educational Assistance Opportunities: In addition to scholarships, Chick-fil-A offers all 120,000 restaurant Team Members access to tuition discounts of up to 30 percent and other educational benefits at more than 100 colleges and universities across the country. The benefits can be combined with either of the above scholarships.
To be eligible for these opportunities, applicants must be employed by a Chick-fil-A Franchise Operator, a Chick-fil-A, Inc.-operated restaurant or an S. Truett Cathy (STC) brand restaurant at the time of application and award.
Chick-fil-A began awarding scholarships in 1973 based on founder S. Truett Cathy’s desire to empower team members to further their education. Since then, more than 53,000 Team Members have received scholarships from Chick-fil-A, Inc., bringing the total amount funded to more than $75 million, applied at more than 3,200 schools nationwide.
Foodservice Solutions® specializes in outsourced food marketing and business development ideations. We can help you identify, quantify and qualify additional food retail segment opportunities, technology, or a new menu product segment.  Foodservice Solutions® of Tacoma WA is the global leader in the Grocerant niche visit Facebook.com/Steven Johnson, Linkedin.com/in/grocerant/ or twitter.com/grocerant


Friday, February 15, 2019

Corner Bakery is Doing Lots of things Right


Alice May Brock said:” Tomatoes and oregano make it Italian, wine and tarragon make it French, sour cream makes it Russian, lemon and cinnamon make it Greek, soy sauce makes it Chinese, garlic makes it good.” 
However; the Corner Bakery is edifying it market positioning as it extends it branded menu offering with grocerant niche success clues according to Steven Johnson, Grocerant Guru® with Tacoma, WA based Foodservice Solutions®.
The fresh prepared new menu items have bold flavors, are perfectly crafted straight from the kitchen and can be eaten-in or taken-out. Complementing consumer desire to Eat-In while Eating-Out.
Corner Bakery's seasonal items address all day-parts:
·         Carved Ham & Swiss Egg Bowl: fluffy scrambled eggs topped with pecan wood smoked ham, roasted red peppers, green onions and Swiss cheese finished with a drizzle of garlic cream sauce served with sourdough toast 
·         Bacon Avocado Egg Bowl: fluffy scrambled eggs topped with Applewood smoked bacon, diced tomato, chopped baby spinach, cheddar cheese and avocado served with sourdough toast 
·         Pesto, Egg & Cheese Panini: fluffy scrambled eggs, tomato, fresh Mozzarella and pesto on grilled sourdough 
·         Shrimp Scampi Linguine: garlic roasted shrimp and linguine tossed with garlic butter, tomato, fresh parsley, lemon juice and Parmesan cheese 
·         Power Greens Shrimp Caesar Salad: garlic roasted shrimp, shredded Parmesan cheese, and homemade croutons on our power greens blend of baby kale, spinach, and arugula with classic Caesar dressing 
Guests can also enjoy new Cake Truffle Bites, available in lemon, salted caramel pecan and carrot cake.
Corner Bakery CMO Donna Josephson  Stated "We are always looking for new ways to bring our guests fresh and innovative dishes,"  "We are excited to introduce our guests to these fresh and flavorful new dishes."
While Alice May Brock said it first ”Tomatoes and oregano make it Italian, wine and tarragon make it French, sour cream makes it Russian, lemon and cinnamon make it Greek, soy sauce makes it Chinese, garlic makes it good.”  Today Corner Bakery Café is giving consumers what they want according to just the way Alice May Brock envisioned it. 
Foodservice Solutions® specializes in outsourced food marketing ideations and business development partnerships ideations. We can help you identify, quantify and qualify additional food retail segment opportunities, technology, or a new menu product segment.  Foodservice Solutions® of Tacoma WA is the global leader in the Grocerant niche visit Facebook.com/Steven Johnson, Linkedin.com/in/grocerant/ or twitter.com/grocerant



Thursday, February 14, 2019

Wendy’s Waves Customers Welcome



Limited time offers (LTO’s) are a great way for food brands to extend a welcome to consumers and stimulate sales.  However, when you add an LTO with the word FREE the branded invitation welcome mat is greatly enlarged according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.
You don’t hear the words bacon and free very often.  This week Wendy’s has distinguished itself by creating a point of differentiation win the battle for share of stomach by offering free ‘baconator fries’.  
So you can now bring home the bacon with Wendy’s latest offer “free Baconator Fries daily with an in-restaurant purchase through Wendy’s mobile app, available now through February 17. The free Baconator Fries with purchase offer will refresh daily within the app, because a day without Baconator Fries is a day wasted.” 
The team at Wendy’s says “of course, the only fries worthy of the Baconator name are made with natural-cut, skin-on, sea-salted fries topped with warm, creamy cheese sauce, shredded cheddar, and crispy Applewood smoked bacon.” How do you plan to expand your brand messaging?
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: Steve@FoodserviceSolutions.us or visit:  www.FoodserviceSolutions.us for more information

Battle for Share of Stomach


Wednesday, February 13, 2019

‘Better-for-you’ Superfood Chain Everbowl Sets Sail


The ‘halo’ around grocerant niche Ready-2-Eat and Heat-N-Eat fresh food continues to expand garnering attention from consumers and private-equity groups creating a platform for continues innovation and growth according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.
If you are looking for an example of how to grow your ‘Superfood’ brand you need only to look at how Everbowl has done it according to Johnson with plans to add 45 units after private-equity injection the success clues are right there.
Recently San Diego-based superfood and smoothie chain Everbowl secured $3 million in funding from a Toronto-based private-equity group. The 17-unit Everbowl said the company plans to use the investment from International Franchise Inc., or IFI, a subsidiary of Serruya Private Equity, or SPE, to accelerate growth. By the end of 2019, the company said it plans to open as many as 45 locations.
Jeff Fenster, Everbowl founder and CEO stated “We are thrilled to be working with SPE and IFI to help fuel our growth. They have a proven track record of massive success working with other brands,” … “Our brand identity and company culture remain vital to our success, and we are thrilled that this partnership will allow us to facilitate our expansion, achieve our long-term business goals, while remaining true to our core vision.”
For those of you who do not know; Everbowl launched two years ago as a counter-service shop serving a menu of bowls and smoothies made with superfood bases such as acai, pitaya, graviola and acerola.  Sixteen-ounce smoothies and 24-ounce bowls cost $8 to $9. Everbowl, quickly expanded to 17 locations in Southern California ranging from San Diego to Riverside.
Aaron Serruya, CEO of IFI stated “We’re proud to be a part of a brand that continuously serves high quality, thoughtfully crafted, great tasting treats and snacks that are not only delicious and refreshing, but also good for you,”
Serruya’s other investments include Pinkberry, Yogen Früz and Cold Stone Creamery.  In late 2018, Serruya and London-based Lion Capital LLP bought Global Franchise Group, whose brands include Great American Cookies, Hot Dog on a Stick, Marble Slab Creamery/MaggieMoo’s, Pretzelmaker and Round Table Pizza.
Aaron Serruya and his brother, Michael Serruya, founded the Yogen Früz frozen-yogurt chain in Canada in the mid-1980s. They acquired a controlling interest in Scottsdale, Ariz.-based Kahala Brands Ltd. in 2013, bringing such brands as Cold Stone Creamery and Blimpie under the Serruya umbrella.
They sold Kahala to MTY Food Group Inc., a publicly traded Canadian company, in June 2016 for about $310 million.
Foodservice Solutions® specializes in outsourced business development. We can help you identify, quantify and qualify additional food retail segment opportunities or a new menu product segment and brand and menu integration strategy.  Foodservice Solutions® of Tacoma WA is the global leader in the Grocerant niche visit Facebook.com/Steven Johnson, Linkedin.com/in/grocerant/ or twitter.com/grocerant



Tuesday, February 12, 2019

10 Grocerant Niche Success Clues for 2019



Digital hand-held technology specifically smart-phones have driven a decline in traditional network TV viewing driving change in how and where consumers eat according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.  The value of a product or brand at times diminishes in consumer relevance as consumer evolve as well. The team at Foodservice Solutions® understands that the consumer is dynamic not static. Here are 10 clues to keep your brand dynamic:

1. Symbolism. Why you are there! The most successful brands are inclusive include values greater than themselves. A lifestyle, a philosophy, an emotion a point in time.

2. A story. Most major brands have a story. Examples: if you like Ford vehicles, you might be familiar with the story of Henry Ford or if you love your Nikes, you probably know how the Nike swoosh logo was created.

3. A track record. When your business is first starting out, don't fool yourself into believing that your marketing efforts are 'brand building' efforts. They're not because to build a real brand, you have to have an extensive track record with consumers.

4. Trust. When you've consistently delivered for your customers long enough, you'll gain the type of trust that many brands have. Case in point: a friend of mine always reminds people that he won't buy an automobile that isn't a BMW. He's had a good experience with his and trusts so much in the company that he doesn't believe there's a better-made car.

5. Expectation. When a consumer chooses a product or service because of brand association, he or she is buying an expectation. Perhaps it's the expectation that the branded product is of higher quality or that the service will be provided in a more efficient manner.

6. Differentiation. Expectation is often borne of differentiation. Many brands offer products and services that are commodities but they're successful in developing some differentiation for their products and services that consumers are sold on.

7. Imitators. Imitation is the sincerest of flattery and you're probably not a 'brand' until you have competitors trying to copy you.

8. Market leadership. Top brands are usually looked at as leaders in the markets they compete in.

9. Adaptability. The best brands are flexible and capable of reshaping and reinventing themselves and their messages over time. Coca-Cola is a good example of a brand that has never abandoned its core product but has evolved its message over time to keep up with changes in the marketplace and society at large.

10. A strong marketing presence. Although it's nice to believe that you can market yourself for free on Facebook and Twitter, the reality is that brands aren't advertising on television and radio because they're dumb. Building and maintaining brand equity requires awareness and awareness requires broad marketing efforts.

Steven Johnson is Grocerant Guru at Tacoma, WA based www.FoodserviceSolutions.us , with extensive experience as a multi-unit restaurant operator, consultant, brand / product positioning expert.  www.GrocerantGuru.com  Office: 1-253-759-7869