Steven Johnson the Grocerant Guru®
at Tacoma, WA based Foodservice
Solutions® believe that in a rapidly evolving food and convenience
landscape, the ability to tap into new consumer behaviors is essential.
Claim, the viral social app
targeting Gen Z, is not just reshaping the digital marketing game, but is
teaching valuable lessons for restaurants, C-stores, and grocerants alike. With
their $12 million Series A funding led by VMG Technology, Claim is proving that
authentic engagement is the future of customer acquisition—and the foodservice
industry can benefit by adopting similar models.
Connecting with Gen Z Through
Authenticity—Claim’s Strategy Mirrors Grocerant Success
One of the key reasons for Claim’s meteoric rise
since its 2023 launch is how it taps into Gen Z’s need for authentic
connections with brands. This lesson resonates deeply with grocerants, where
customers expect the convenience of quick-service meals with the quality of
restaurant dining. For those of us in the grocerant space, Claim’s success story
underscores the importance of offering real-world experiences that integrate
seamlessly into customers’ daily routines. Let’s look at how both restaurants
and C-stores can capitalize on this:
1. C-store Evolution: Convenience
Meets Experience
C-stores like Wawa and Sheetz have revolutionized the idea of grab-and-go
dining, blending the speed of a C-store with the quality of fast-casual
restaurants. By providing both traditional snacks and fresh, made-to-order
meals, they’ve built a loyal base of customers. Just as Claim matches users
with new brands, C-stores can curate meal combos or limited-time offerings to
draw in adventurous eaters.
2. Restaurant Collaboration for Gen
Z Loyalty
Fast-casual chains like Sweetgreen, Shake Shack, and Panera Bread thrive by
combining fresh, high-quality ingredients with speed and convenience.
Restaurants can take a page from Claim by using cash-back or loyalty incentives
to deepen connections with Gen Z customers. They’ve embraced not just digital
ordering but also sustainable, socially conscious choices that resonate with
younger generations—key elements Claim leverages to attract its audience.
3. The Grocerant's Growth Path:
Bundling & Authenticity
Grocerants, which blur the line between grocery and restaurant, are in the
perfect position to capitalize on this model of “discovery.” Take Hy-Vee’s
success in pairing sushi stations with traditional grocery aisles. By offering
a unique combination of meal options—some ready to eat, others to cook at
home—these stores engage consumers looking for both convenience and variety.
Creating Real-World
Connections—Claim’s Social Model Applied to Foodservice
Claim’s approach to driving
engagement—offering real-world rewards that lead to shared experiences—can
serve as a playbook for the restaurant and C-store sectors. For instance, the
way users compare rewards from “The Drop” and invite friends to try new restaurants
is a tactic food operators should explore. Here are three examples of how this
applies:
1. Restaurant Referral Programs for
Social Engagement
Much like how Claim leverages social connections, restaurants can increase foot
traffic by incentivizing referrals. Imagine getting a discount for bringing a
friend to try the latest menu item at Starbucks or Chipotle. Offering rewards
like these turns dining into a social activity, much like Claim’s model.
2. C-stores and Campus Partnerships
C-stores located near colleges or universities could benefit from following
Claim’s example by partnering with campuses and offering exclusive student
deals. The blend of affordable pricing and easy access has been a winning
formula for stores like Circle K, which already see heavy traffic from the
student demographic.
3. Grocerants with a Social Twist
Some grocerants, like Mariano’s in Chicago, offer not just groceries but live
cooking demonstrations and in-store dining. Imagine turning these events into
social gatherings, where customers can invite friends to try a new dish or
attend a tasting. This creates an environment where shopping, dining, and
social interaction converge, enhancing the experience and driving brand
loyalty.
Data and Personalization—The
Power of Understanding Your Customer
Claim’s ability to harness
transaction histories to match potential superfans with new brands shows the
importance of personalization in customer engagement. For restaurants,
C-stores, and grocerants, knowing what customers buy can translate into tailored
meal options, loyalty rewards, or targeted promotions that drive repeat
business.
1. Data-Driven Menus for Restaurants
Take McDonald’s, for example, which uses data to tailor local menus. By
offering products that appeal to regional tastes, they increase relevance and
drive sales. This strategy could be enhanced further with more personalized
offers, similar to Claim’s use of transaction data.
2. C-store Loyalty Programs
Brands like 7-Eleven use extensive loyalty programs to gather customer data,
and that insight can be refined. By identifying patterns in snack or meal
purchases, C-stores can send personalized deals or suggest complementary items,
making the shopping experience smoother and more appealing to time-strapped
consumers.
3. Grocerants and Customizable Meals
Grocerants can enhance the customer experience by offering customizable meal
kits based on past purchases or preferences. For example, Whole Foods could
offer meal bundles tailored to a customer’s dietary preferences or frequent
purchases, making it easier to shop while fostering loyalty.
Looking Ahead—Growth with Social
Connections
As Claim expands, restaurants and
C-stores can take note of its innovative approach to brand discovery. From
creating social touchpoints to leveraging data for personalized customer
experiences, the lessons are clear: Authentic connections are the key to
winning over Gen Z, and that’s something grocerants, restaurants, and C-stores
can continue to embrace.
Like Claim, the foodservice
industry needs to provide not just products, but experiences that resonate with
today's fast-paced, socially connected customers.
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 us on our social media sites by clicking one of the following links: Facebook, LinkedIn, or Twitter
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