At the intersection of Ready-2-Eat and Heat-N-Eat fresh prepared food we find the consumer bragging about what they had for dinner, where they got it and that is was ‘fresh, flavorful, a fast meal. Wondering what is driving customer adoption today? So, was Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.
Johnson revealed Foodservice Solutions® recent Grocerant ScoreCards found 88.7% of consumers bought ready-2-Eat or Heat-N-Eat fresh prepared food because it was Fresh. With 86.4% of consumers saying they were seeking a specific Flavor and 77.2% were buying because it was a Fast meal.
While many copy-cat restaurants, copy-cat marketing messaging, and copy-cat entrées have created a platform for customer discontinuity those who are winning today are focused on three consumer touchpoints that are driving customer adoption. The true undercurrent of change for chain restaurants today is customer migration. Why concept after concept simply looks alike it has been difficult for chain restaurants lacking differentiation to find growth. Here are the three touchpoints once again:
2. Full Flavored
3. Fast Service
Today, Gen Z and Millennials are seeking food discovery, others are simply tired of the same old same old. Foodservice Solutions® Grocerant Guru® Steven Johnson says “Differentiation does not mean different rather it means familiar with a twist and today that twist must be clearly defined and noticeable.” I ask does your restaurant have braggability?
Samuel Crowther explained in Henry Ford’s 1922 autobiography “My Life and Work” that Ford famously remarked, “Any customer can have a car painted any color that he wants so long as it is black.” In this statement, Ford the pioneer of the assembly line was stating that mass producing the same product in large numbers was the secret to keeping prices low.
Customization and personalization define differentiation today. There is one problem all things being equal, people like to have things that are made just for them. Foodservice Solutions® Grocerant Guru® continually reminds us that the consumer is dynamic not static. That helps explain the evolving retail demand for a food platform that includes convenient meal participation, differentiation and individualization.
Grocerant niche eating-out while eating-at-home, take-out food, and meal component bundling are leading ways in which people are looking to differentiate themselves, simplify their lives, and same time.
Braggability will Drive an Increase In
The Battle for Share of Stomach
Prior to 2005 no one would have thought that the future of food was not a chain restaurant except for our own Grocerant Guru® who was focused on virtual restaurant development and online fresh food sales. Streets were lined with Look-a-Like Menu-a-Like steakhouses, fern bars and grills, Quick Service Restaurants and food courts in every mall and city in the United States has seemingly endless customers to draw from.
Not any longer; today the Grocerant Niche fresh prepared food has caught on fire. Once considered uniquely American the grocerant niche is booming in Europe, Asia, Australia, and Africa of late. Universal commonalities of time saving, lack of cooking skill-set, meal component bundling have taken root.
Simply put is It has become about consumer discovery, simplicity, and transparency fresh food fast without the labels of ingredients that no one wants to pronounce let alone understand. New unique venues and menus are two of the biggest drives companies the ilk of Pinkies Liquor stores, Wawa is much more than a C-store selling AM Coffee, lunch they are now focused on dinner, Hello-Fresh is a global Meal Kit success story driving new trends flavor focused food. Each has ‘braggability, they are different, notable driving non-traditional meals outlets and occasions to social consumption acceptance.
Is your restaurant experiencing positive customer counts? Are you catering to diners who are looking for differentiation? Do you have a look alike / copycat menu? Non-traditional food retailers that serve great food in unusual surroundings offer a side of ‘braggability’ while creating a social buzz that is becoming a roar. More and more that ‘braggability’ is in the form of Ready-2-Eat and Heat-N-Eat fresh prepared food. The restaurant business is famously Look-a-Like Menu-a-Like outlets. What do you give your customers to talk about? Boast about?
Now does your restaurant have ‘braggability’? How do you package your food? How do you package a meal? Is the meal you offer today the same as it was ten years ago? If so them maybe your restaurant is running more like yesterday that today. Create ‘braggability’ it’s simple it will make you noticed by new customers and notable by your current customers.
Are you trapped doing what you have always done and doing the same way? 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.