Saturday, January 18, 2020

Starbucks Partnership too Drive 'At-Home' Coffee In The US


When Starbucks formed a partnership with Nestle to drive incremental sales in retail aisles, the goal was simple, drive ‘at-home’ branded Starbucks sales while creating new electricity for the brand and product line according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.
Nestle’ is known as a manufacture of ‘better-for-you’ family foods in grocery stores that has it’s foundation in innovation and ‘health & wellness will this February in the US rollout more new Starbucks products.
The new Nestle’ line will strengthen Starbucks' coffee offering by giving customers the option to enjoy the beverage in the comfort of their homes. It includes, among others, cold brew concentrate, fresh brew coffee, and blends of Starbucks coffee with essential vitamins and golden turmeric extending the ‘halo’ of better for you with relevance for Starbucks into the home according to Johnson.
The new products extend the range, and will build upon the portfolio of innovation of the global coffee alliance, formed in August 2018, to create a revolutionary coffee experience for consumers. In 2019, NestlĂ© launched a range of 24 Starbucks products across various platforms, including coffee creamers in the US.
Success does leave clues and Starbucks is driving both relevance and new electricity with this partnership. Johnson stated “that in my minds-eye the new electricity must be very efficient for the supply chain and includes such things as fresh foods, Online ordering, delivery, plant based foods, sampling, toy’s, beer, developing new brand relevance,  fortified coffee, grocerant positioning, fresh food messaging, autonomous delivery, cashier-less retail, plates, glasses, cash-less payments, digital hand-held marketing.
All food and beverage retailers to survive the next generation of retail must embrace the artificial intelligence revolution while simultaneously embracing fresh food and beverages that are portable, fresh, with differentiation that is familiar not different.  Does your retail path forward look more like yesterday than tomorrow? Why? Outside Eyes can delivery Inside Results.  
Are you looking for a new partnership to drive sales? Are you ready for some fresh ideations? Do your food marketing tactics look more like yesterday that tomorrow?  Visit www.FoodserviceSolutions.us for more information or contact: Steve@FoodserviceSolutions.us Remember success does leave clues and we just may have the clue you need to propel your continued success.

Friday, January 17, 2020

Millennials Love Fresh Fast Food


Success does leave clues, and following Millennials spending habits on food is a clue Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions® says is one clue no one should over look.
Fresh fast food outlets including both QSR’s and Fast Casual transaction represented 83.4% of all restaurant industry transaction in 2019 according to Johnson.  Then consider this; grocerant niche fresh or prepared food in the grocery stores accounted for 17% of grocery sales in 2019 and are growing at a 9.7% year over year clip.
The NPD Group now reports that as of December (December 1, 2019 through January 5, 2020), total restaurant industry transactions were up 3 percent in December driven by the 3 percent gain in quick-serve transactions. That is called momentum.  How is your brand or product positioned to drive sales?
Regular readers of this blog know that we have documented how ‘Baby Boomers’ have fallen in love with grocerant niche Ready-2-Eat and Heat-N-Eat fresh prepared food. Today, in the US Bureau of labor Statistics found that the US has 71 Million households with one or two people out of the 128 million US households that’s 55% of all US households that number is growing fast.
There is no reason to wonder why the Grocerant niche filled with fresh prepared food continues to drive incremental sales in all sectors of retail foodservice.  The only thing to wonder about is when will your company embrace the changing demographics and evolve the food touchpoints consumers are looking for?
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



Thursday, January 16, 2020

Subway losing Ground to KFC, Taco Bell, McDonald’s and Wendy’s



Remember the $5 Footlong?  We know you do.  More importantly so do consumers.  According to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions® “Subway leveraged both the ‘halo’ of better-for-you and price to drive customers into their stores. It worked, worked well and set a new mindset for the consumer that shows no sign of diminishing.”
It’s now 2020 and Kentucky Fried Chicken is offering its fan-favorite Famous Bowls for just $3. Edifying and bettering the price mindset that Subway established and then left behind. Sure, Subway still has the ‘halo’ of fresh and better for you but abandoning the price point that they established has been a catastrophe for the brand, and its franchisees.
With Taco Bell’s new offer of a Double Stacked Taco for $1, McDonald’s renewing its offer for its 2 for $5 Mix and Match Deal, and Wendy’s new 4 for $4 Subway’s messaging has left a lingering disappointment in the minds-eye of the consumers according to Johnson. 
The restaurant/foodservice Price, Value, Service equilibrium continues to reset. Are you looking a customer ahead? Is your brand proactive evolving with consumers? Chains must look long term, growing and evolving as consumer never go backward.  Consumers are dynamic not static.
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


Wednesday, January 15, 2020

Hot Dogs Go from Fast Food to Fast Casual at Crave



Success does leave clues and Hot Dogs are moving-up in 2020 as consumers seek new formats, food combos and footprints to shop, eat, drink and socialize according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.
Regular readers of this blog know that one of the best ways for a brand to extend its reach is with a unique partnership.  A partnership that is familiar yet creates a platform that can be differentiated from everyone else drives new electricity with relevance into brand messaging.
Samantha Rincione, the founder and CEO of CRAVE Franchising LLC stated “At Crave we always want our customers to have the freedom to make their meals their own. We have 20+ toppings that customers can choose from for their hot dogs and sandwiches. We felt that a self-serve beer wall was integral to our success, allowing customers to pick their own beer, wine or cider and have as much or little as they choose. PourMyBeer self-pour technology makes it easy and efficient so it’s a safe environment for families, parties and more. It allows them to taste and try what they like best and supplement their delicious BBQ or hot dog meal with the right beverage of their choice.”
Now that’s interactive participatory fresh food marketing that will edify Crave’s relationship with consumers specifically Millennials and Gen Z consumers looking for discover according to Johnson. PourMyBeer allows Crave’s guests to try any or all of their offered beverages in whichever quantity they prefer as they get charged by the ounce, self-pour also lowers the wait times – and for Crave, the technology lowers operating costs by saving on labor and wasted goods.
The founder and CEO of PourMyBeer Josh Goodman said:  “After getting to know the Crave team over the last few months, it's clear that our values and motivations are aligned… We want to help them and their franchisees crush it with our self-pour technology in 2020 and beyond." 
Background: Crave is a fast-casual BBQ and Hot Dog Franchise with a self-pour beer wall. The modern rustic interior is an inviting family-friendly atmosphere. One of the fastest-growing BBQ franchises in the US, Crave focuses on customer service and quality. With 20+ toppings to choose from the hot dogs can be made to a customer’s liking. The menu also features BBQ, Monster Pretzels, twice baked potatoes, desserts, and amazing sides. There are currently five operating units to end 2019, with a minimum of seven more expected to open in 2020. How are you driving growth, relevance and new electricity?
Johnson stated “that in my minds-eye the new electricity must be very efficient for the supply chain and includes such things as fresh foods, Online ordering, delivery, plant based foods,  sampling, toy’s, 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 food and beverage retailers to survive the next generation of retail must embrace the artificial intelligence revolution while simultaneously embracing fresh food and beverages that are portable, fresh, with differentiation that is familiar not different.  Does your retail path forward look more like yesterday than tomorrow? Why? This new partnership does all of that.
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
Battle for Share of Stomach



Tuesday, January 14, 2020

Do Chain Restaurants that Drive Growth Need to Buy Growth



By now most of you know that Yum! Brands, Inc, as has agreed to terms to buy Habit Burger Grill for approximately $375 million. That’s all fine and good if you want to keep doing what you have always done and doing it in the same way according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.
The simple fact is restaurants are losing customers.  Year over year restaurant customer counts for 2019 declined 3.1%. Grocerant niche Ready-2-Eat and Heat-N-Eat fresh food continues to drive growth in non-traditional fresh food outlets with sales up 9% during 2019 according to the team at Foodservice Solutions®.
Consumers are dynamic not static yet many restaurant chains like the formula, format, and footprint of their existing brands and would rather squeak and squawk raise prices to drive sales than evolve their business model. 
Rhetoric be dammed; rationalization is not justification for continue to do what you have always done.  It’s time that the restaurant sector admit that consumers are migrating from restaurants to other avenues of fresh food distribution for meals and meal components that are Ready-2-Eat or Heat-N-Eat.
Size and scale are legacy terms to rationalize and justify to those on Wall Street and their ilk that growth will come even if we have to buy it.  That may work for a while.  It won’t work for ever.  Is you brand looking ready to look for new non-traditional ways to drive top line sales and bottom line profits while garnering incremental customers?
Looking for success clues of your own? 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, www.Linkedin.com/in/grocerant/  or www.twitter.com/grocerant
Battle for Share of Stomach



Monday, January 13, 2020

Wawa, Sheetz and 7-Eleven are America’s Favorite Restaurants CNN Business



What happens when you are a C-level executive at a restaurant chain and you wake up one day and read a CNN Business story that in the politest way says, convenience stores success with fresh food has disrupted the restaurant industry, and today “Wawa, Sheetz, and 7-Eleven are now our FAVORITE RESTAURANTS”.
According to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions® stated “if they are the CEO, they repeat to themselves the number 1 rule of being a CEO; DO NO HARM.
However, if they are a chain with year over year customer counts that are in decline, they better step up and help lead their brands evolution or risk losing everything.
Chain restaurant CEO’s need to ask themselves if they have been practicing brand protectionism of the 1970’s, 1980’s, 1990’s rather than repositioning their units to reflect the need-set of today’s consumers’.  Simply put do your restaurants look more like yesterday than tomorrow?
Battle for Share of Stomach


Let’s look at some of the facts that the CNN Business story found:
1.       Over the past decade, convenience chains have increased sales inside their stores by around 30%, according to the National Association of Convenience Stores.
2.       The number of convenience stores in the United States has grown by 28%.
3.       In 1965, there were 5,000 convenience stores in the United States. Today, there are upward of 153,000 of these mini-marts, more than all the grocery stores, drug stores and dollar stores in this country combined. 7-Eleven is the largest US convenience store chain with more than 9,000 outposts.
4.       Around 93% of Americans live within 10 minutes of a convenience store, a highly-fragmented sector where regional chains and mom-and-pops dominate.
5.       From 2009 to 2018, food service sales in convenience stores grew at a higher rate than any other area in the store.
6.       Spending on food away from home surpassed spending on food at Americans' home for the first time in 2010, according to the Department of Agriculture.
Regular readers of this blog know all of these numbers.  They also know that consumers are dynamic not static and unless today’s large restaurant evolve with the consumer, they will look a lot more like Burger Chef, Howard Johnson’s or A&P.  Grocerant niche Ready-2-Eat and Heat-N-Eat fresh prepared food continues to drive top line sales and bottom line profits for those who allow it. 
Johnson warns there are many grocery niche retailers that keep trying to make Grocerant niche Ready-2-Eat and Heat-N-Eat fresh food into a CPG product of yesterday and that simply is not working for them. We all know who they are but the simple fact is saying you’re going to evolve within the grocerant niche is one thing but doing it right is another.  Thank you, CNN for focusing on the evolving fresh food space success.
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

Sunday, January 12, 2020

Carrefour Grocerant niche to Drive Global Growth




Grocerant niche Ready-2-Eat and Heat-N-Eat fresh food was top of mind at Carrefour when they recently acquired Dejbox the lunch delivery specialist according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.
Regular readers of this blog know that The Carrefour Group, is one of the world’s leading food retailers.  With the acquisition of Dejbox, a pioneer in lunch delivery for business employees located in suburban and outlying areas Carrefour is expanding its consumer touchpoint directly where the consumer is focused on meals according to Johnson.
What is clear is that Carrefour grocerant niche Ready-2-Eat and Heat-N-Eat fresh prepared meals and meal components are now taking center stage.  Consumers are dynamic not static and consumer migration from ‘shelf stable CPG’ products has created a “Food Transition” of sorts or an all-out BATTLE FOR SHARE of STOMACH according to Johnson.
Dejbox specializes in lunch deliveries for business workers in suburban and outlying areas of selected French cities today.  However, watch for that focus to expand. Styled as an 'online canteen', Dejbox was founded in 2015 by entrepreneurs Adrien Verhack and Vincent Dupied, and offers a range of fresh, cooked and seasonal dishes at a set price, which are then delivered to a workplace at no extra charge.
The platform was developed to 'meet the needs of the more than 10 million French employees who work in the urban hinterland and very rarely have access to an onsite dining service', Carrefour said in a statement. Carrefour said that it is confident that following the acquisition, Dejbox will be able to expand its French operations 'at a rapid pace', as well as move into international markets.
 Amélie Oudéa-Castera, executive director for customers, services and digital transformation at Carrefour stated “This acquisition, which reflects Carrefour’s desire to become the leader in grocery e- commerce, is a strategic one”.
“It will give us the opportunity to expand our customer base to include employees of medium-sized, small and micro businesses and also invest in the fast-growing food delivery segment with an offering rooted in quality and affordability.” Globally grocerant growth will accelerate in 2020 as consumers seek Ready-2-Eat and Heat-N-Eat fresh prepared meals and meal components.
For international corporate presentations, regional chain presentations, local 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, January 11, 2020

Starbucks Expands ‘Halo’ of Better-4-You’ Plant Based Drinks



Back in the day (2004) Starbucks introduced a soy latte.  That’s what leading companies do, they innovate, imitate, and incorporate consumers unmet need-set according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.
Consumers are dynamic not static and so is Starbucks.  So what did they do as the consumer continued to evolve? Well, they added coconutmilk to its lineup in 2015 and almondmilk in 2016. The company’s Research & Development team also began creating new beverage to highlight the flavors of the non-dairy milks like Coconutmilk Mocha Macchiato and Horchata Almondmilk Frappuccino blended beverage. 
So, What’s next?  Three new plant-based milk alternatives have arrived they are Almondmilk, Oatmilk, and Coconutmilk. Consider this Starbucks has been in the ‘plant-based beverage’ space since 2004.  Have you? Success does leave clues and when it comes to plant-based food and beverage Starbucks has left many. 
Looking for success clues of your own? 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, www.Linkedin.com/in/grocerant/  or www.twitter.com/grocerant

Friday, January 10, 2020

Little Caesars Expands it Brand Invitation with Relevance

Consumers are dynamic not static and when the customer moves if your brand does not move with them your brand loses relevance according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.
It’s evolve or die according to Johnson.  While year over year customer counts declined once again for chain restaurants during 2019 according to TDn2K. Little Caesars is evolving with a new partnership targeting customer relevance in an effort to drive new electricity into the Little Caesars brand according to Johnson.
Driving new electricity into a legacy brand with a partnership is a good move and will accelerate the marketing messaging. How is your company positioning to grow the top and bottom line? Little Caesars partnership with DoorDash is a great step forward.
All food and beverage retailers to survive the next generation of retail must embrace the artificial intelligence revolution while simultaneously embracing fresh food and beverages that are portable, fresh, with differentiation that is familiar not different.  Does your retail path forward look more like yesterday than tomorrow? Why? This new partnership does all of that.
Little Caesars, said that it has delivery available nationwide. Third-party service DoorDash is providing last-mile delivery for a service available only through the chain’s website and mobile app. Delivery will be available even on single-pizza orders, the company said, and customers will be able to access its full menu at all operating hours.
While, Little Caesars could be found on Grubhub and Postmates, they never officially offered delivery. But now, delivery is available directly through the Little Caesars app and website with orders "powered" by DoorDash, meaning the delivery company supplies the tech and delivery couriers.
Note and this is big; prices on the app and website are the same as traditional pick-up orders, according to Little Caesars. Adding incremental value for customers wanting delivery.
Are you looking for a new partnership to drive sales? Are you ready for some fresh ideations? Do your food marketing tactics look more like yesterday that tomorrow?  Visit www.FoodserviceSolutions.us for more information or contact: Steve@FoodserviceSolutions.us Remember success does leave clues and we just may have the clue you need to propel your continued success.


Thursday, January 9, 2020

Dickey's Barbecue Pit Tries Driving Customer Traffic with Kid’s Eat Free at What Cost?


January can be a very slow month for chain restaurants and most chain restaurants leverage price to drive customer back into the stores according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®. Dickey’s Barbecue Pit is starting of a new decade by offering free delivery and extending its popular Kids Eat Free Sundays to every day during the month of January.
Laura Rea Dickey, CEO of Dickey’s Barbecue Restaurants, stated “With these offers, families can enjoy an easy, delicious meal in our home or theirs throughout January, all while sticking to their budget.” Guests can receive free delivery when they order online or through the Dickey’s App. Kids Eat Free is available at participating locations with any $10 dine-in adult purchase.
So, one of the classic traffic drivers for restaurants is the Kids Eat FREE promotion. It used to be found mainly in family style restaurants such as the IHOPs and Denny’s of the world, but now as guest traffic is down across all categories, you see more and more types of restaurants running a Kids Eat Free promotion. The question is, "Does it work?" The easy answer is, yes it works to drive traffic, but the better question is, "Is it right for my business?"
Free is a very good price, and will always bring people in to get the free food. Look at the lines out the door each time a national chain has a free food giveaway promotion. The problem is, just getting people in the door no matter what it costs is not why you're in business. Sure, you need customers, but you need to make a profit on those customers. Your ultimate job is to make money for yourself and your investors, not just drive guest counts.
The typical Kids Eat Free promotion has some strings attached so you can be guaranteed to recoup your food costs. Some restaurants require the purchase of a kid’s beverage in order to receive the free meal. Others require the purchase of a regular priced adult meal in order to receive the free kid’s meals. These requirements protect you from going into a negative transaction territory where you're actually losing money on the deal. There's also often there a limit on the number of children allowed per adult, usually 2 kids per adult meal purchased, so you don't get a busload of kids from the local camp and only sell one adult meal to their leader while you give away 27 kids meals.
A price-based promotion like this does not build loyalty. It attracts customers who are price sensitive, and without the low-price incentive to come in, they won't continue to keep coming. It's akin to your coupon customers. If they have your coupon in hand this week, they'll visit you, but if they have your competitor's coupon in hand next week, they'll visit them. I was involved with a chain that offered Kids Eat Free on Saturday and Sunday nights, two very slow nights for this chain. While we promoted Kids Eat Free, guest counts grew quickly, but as soon as we took it away the counts went right back down to their previous levels.
The other factor to consider is the length of time you're willing to offer this promotion. Many owners roll out the kid’s promotion as an immediate fix to low guest counts on a certain day or daypart. Once that fix starts working, the increase in guest counts is like a drug and you want more and more. If it worked for Tuesday, let's also offer it on Thursday. And at some point, you've devalued your product in your customer's eyes.
Why should I pay $5 for this kid’s meal today when it's FREE tomorrow? And if you keep the promotion in place for any length of time, your customers grow to expect it. There may be a backlash of angry customers when you decide that it's time to stop offering the promotion.
So, should you rollout a Kids Eat FREE promotion? If you do, go into it with a plan. Know what it costs you. Know how much growth you need to offset the food costs. Prepare a marketing plan because you have to tell the world about it, otherwise you're just giving away money to current customers. And make an exit strategy. Offer it for the summer or a certain period of time, to keep customer expectations under control, create some urgency, and keep yourself out of the situation where customers expect to have their Kids Eat Free at your restaurant forever.
Are you looking a customer ahead?  Will your year over year customer counts be positive for January 2020? Success does leave clues.  Is your brand extending it value to more consumers in 2020?  Foodservice Solutions®, Grocerant Guru® has customer focused ideations you can leverage.

Wednesday, January 8, 2020

The Grocerant Niche is for Time Starved Flavor Charged Millennials


Millennials in search of food discover are “Time starved yet flavor charged consumers seeking meal components from both traditional and non-traditional retail outlets” according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.  
The grocerant niche focus is Ready-2-Eat and Heat-N-Eat fresh prepared food that can be mixed and matched as meal components customizing a meal for one or a family meal.  Consumer are seeking meal planning that included fresh prepared meal components that are filled with flavor that can be bundled into customized family meals or a personalized meal according to Johnson.
So, it is no surprise that 82.3% of meals assembled and eaten at home for dinner in Q four 2019 include at least one Ready-2-Eat or Heat-N-Eat meal component according to Foodservice Solutions® latest grocerant scorecards.  Building a consumer retail food brand today requires a consumer focus, flexibility, and foresight with a fresh flavorful grocerant niche twist.
Cultivating a brand is more important that managing a brand. Brands are dynamic not static. Brands evolve, develop, and grow with/for the consumer according to Johnson.  Identifying distinctive differentiated programs, positioning and consumable’s by day part that reflect the brand, industry trends, consumer preferences with an eye on meal component bundling is a key to success in 2020.
Creating or identifying distinctive differentiated food consumable’s as an entity with identity by day part in the grocerant niche Ready-2-Eat and Heat-N-Eat is an art; well understood by the team at Foodservice Solutions® who have been tracking the growth since 1991.  Understanding the unique balance between palate, price, pleasure and the consumer’s drive for qualitative distinctive differentiated new food consumables requires both IQ and EQ. 
The food value proposition equilibrium for the consumer today balances; better for you, flavor, and traditional products all blended into something with a twist.  In industry speak, differentiated does not mean different to the consumer it means familiar. Are you growing top line sales and bottom line profits? Have you considered offering more grocerant niche options?
Invite Foodservice Solutions® to complete a grocerant program assessment, brand, product placement or positioning assistance.  Since 1991 Foodservice Solutions® of Tacoma, WA has been the global leader in the Grocerant niche visit Facebook.com/Steven Johnson


Battle for Share of Stomach


Tuesday, January 7, 2020

Food Channel Blurring is Untrue Customer Migration is On


Who moved?  Consumers are dynamic not static and they are in search of food discovery, new fresh food products, packaged in new avenues of distribution, that have the ‘halo’ of better-for-you around them according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®. Consumers have not moved.  Consumers today want Ready-2-Eat and Heat-N-Eat fresh food fast.
Having spent all of my career in the foodservice niche, never have I seen a study that says there is any channel blurring consumers think meals, food, and eating-out or eating-in.  In the minds-eye of the consumer it is not about what channel the food is sold. 
It is about when the consumer wants to eat, what they want to eat and where they want to eat. Increasingly consumers want to Eat-Out while Eating-In.  At the retail level the question is not about what channel to sell a product but how do we increase our ‘Share of Stomach’ according to Johnson.
Brand and channel protectionism are relics of brand marketers of the 1980’s, 1990’s according to Johnson. Does your sales building strategy look more like 1980 than tomorrows strategy?  The real question brand marketers should be asking is not how to protect the brand or channel but how to not isolate the brand in a footprint or channel of a bygone era.
Consumers are dynamic not static brands must be as well if not they will slowly capitulate customers until they get to the point they cannot survive according to Johnson.  Do you believe that if the consumer is in a different channel of foodservice, then should your brand be available as an option? This includes retailers that are selling grocerant Ready-2-Eat and Heat-N-Eat fresh prepared, portable foods in new non-traditional avenues of distribution.
The “brand experience gap”, that is to say the gap in time between customers visiting their restaurants and enjoying a great meal within the four walls of their homes or autos. Restaurants today need to strongly consider entering new food channels with branded product which includes some legacy products revisited, revived, and renewed if cultivating brand relevance is important to them according to Johnson.
Do you have a Grocerant niche understanding? Ready-2-Eat and Heat-N-Eat fresh prepared portable branded food sales can edify your customer base, drive top line sales and bottom-line profits might just require a grocerant opportunity assessment. http://www.FoodserviceSolutions.usof Tacoma, WA is the global leader in the Grocerant niche providing Ready-2-Eat and Heat-N-Eat Grocerant ScoreCards. 1-253-759-7869

Battle for Share of Stomach