7-Eleven is a branded fresh food global leader.
According to Steven
Johnson, Grocerant Guru® at Tacoma, WA based Foodservice
Solutions®
7-Eleven’s Slurpee, Big Bite, Big Gulp, Stuffed Pillsbury Waffle are all
branded products that drove copycat products at fast food restaurants and
competing convenience store retailers.
According to Johnson, “a brand is an invitation”
and 7 Eleven while a global leader,
has lost its edge in the battle for breakfast by many others who have leveraged
coffee to drive branded product trial, daypart frequency adoption, and repeat
sales.
In 2019, Casey’s General Stores, Wawa, and Sheetz
have all extended their brand invitation offering free coffee driving
incremental brand value while edifying an already loyal customer base. In the
minds-eye of Johnson, The National Coalition of Associations of 7-Eleven
Franchisees questioning 7-Eleven Inc. (SEI) about the benefits of the
retailer's aggressive promotion of its low-priced coffee or other specials
offered through its mobile app is misplace.
No matter the chain; brand relevance
matters. There are times that customer relevance
means not allowing other to steal you customers. Capitulation of a base daypart can lead to
market share capitulation from every daypart.
One good measure of growth is year over year same store customer
counts. Are your customer counts growing?
When consumers move to technology, brands
must move with them. Coffee is a staple
and morning ritual for most coffee drinkers. What is the cost of losing a
customer that stops 3.7 times a week to get a cup of coffee? Extending your brands invitation with a free
cup of coffee is a great way to edify current relationships and build new ones.
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.
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