Are Dickey’s Monthly Subscription Boxes A Mistake

 

What in the world were they thinking about at Dickey’s Barbecue Pit when they came up with the “At Home meal subscription boxes”?  The team at Tacoma, WA based Foodservice Solutions® laughed out loud and read the PR “At Home meal subscription boxes” press piece aloud.  Clearly, Dickey’s did not read or review in-stock or new consumer research about this promotion have any relevant consumer touchpoint.  

Steven Johnson, Grocerant Guru® understands what drives the path to purchase for grocerant niche Ready-2-Eat and Heat-N-Eat fresh food items and stated “I’m puzzled, sending mix messaging to consumers does not add value to your brand.”

So, what is the mixed message? Look at the picture below.  That is not a meal it is pounds of meat that can become a meal component.  Driving customers into individual stores is key to building incremental customer loyalty and subscriptions and be the right way to do just that.  This promotion does not fit that bill.

The “At Home meal subscription boxes can be found at:  athome.dickeys.com, the world’s largest barbecue concept’s customizable meal delivery service consists of carefully curated selections of high-quality meats, sides and desserts. You can get them in three box options:

·         Chef’s Special Box—Two proteins, two sides and four individual desserts for $99.99.

·         Dickey’s Classic Box—Five proteins, two sides and six individual desserts for $150.

·         Dickey’s Value Box—10 proteins, four sides and 12 individual desserts for $280.

Do you understand grocerant niche customer relevant touchpoints? Are you simply throwing things against the wall hoping for something to stick?  Do you want actions steps to build top line sales and bottom-line profits at the store level?  If so, you might what to start looking a customer ahead.

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 Foodservice Solutions® of Tacoma, WA has been the global leader in the Grocerant niche. Contact: Steve@FoodserviceSolutions.us or 253-759-7869