Side dishes have long been an underappreciated part of the
culinary landscape, often treated as a mere afterthought to the main course.
However, in today’s competitive retail and restaurant market, branding a
quality side dish as a standalone takeout option is a smart strategy that can
drive unit sales, store sales, and boost brand loyalty.
Steven Johnson Grocerant Guru® at Tacoma, WA based Foodservice Solutions® believes
that when executed well, branded side dishes not only offer consumers
flexibility but also create additional points of fresh food distribution. This,
in turn, builds a stronger connection with the brand and fosters repeat
business. Chick-fil-A’s recent move
to offer its Pimento Cheese as a side dish is a textbook example of this
strategy in action.
The Power of Branded Side Dishes
Side dishes represent an opportunity for restaurants and
grocery stores alike to extend their menu offerings and elevate the customer
experience. Branded, high-quality sides act as a natural extension of a
company’s identity, reinforcing consumer perceptions about the brand's food
quality, creativity, and customer-centricity. A well-branded side dish can do
the following:
1.
Drive Incremental
Unit Sales: Offering a side dish, particularly
when it has standalone appeal, entices customers to add more to their orders.
In Chick-fil-A’s case, the Pimento
Cheese, available for $3.99, serves as a tempting add-on that feels like a
premium upgrade to an already beloved meal. Even customers who come in for the
main menu items will often opt to tack on a side that is exclusive, branded,
and available for a limited time.
2.
Boost Store Sales: When sides like Chick-fil-A’s Pimento Cheese are
available for takeout, they not only complement in-restaurant sales but also
drive additional revenue through carry-out and catering. Larger orders, like
catering trays of Pimento Cheese starting at $6.50, offer customers the
convenience of adding a unique, branded option to their events while driving
higher ticket prices for the restaurant. This extension into larger, take-home
portions for parties and gatherings creates another lucrative revenue stream.
3.
Build Brand Loyalty: A branded side dish reinforces the relationship between
the customer and the brand. Limited-time offerings, like Chick-fil-A’s Pimento
Cheese, create a sense of urgency and exclusivity, compelling loyal customers
to return frequently to enjoy it before it's gone. When a branded side
resonates with customers, it becomes part of their habitual purchasing
behavior, driving repeat visits long after the side is taken off the menu.
4.
Diversify Fresh Food
Distribution Points: The flexibility of branded sides
allows for multiple points of distribution, whether through the app, in-store,
or for catering. More access points mean more opportunities for the customer to
interact with the brand. As Chick-fil-A positions its Pimento Cheese for
dine-in, carry-out, and catering, they effectively maximize its reach. This
multifaceted approach to distribution extends their fresh food presence into
consumers’ homes and events, cementing Chick-fil-A’s brand as part of their
daily lives.
Four Examples of Consumer Response to
Incremental Points of Fresh Food Distribution
1.
Mobile App
Convenience: Consumers increasingly value the
convenience of ordering food via mobile apps, where branded side dishes can act
as quick add-ons to their main orders. For example, Chick-fil-A’s Pimento
Cheese side can be ordered directly through the app, encouraging customers to
bundle their orders effortlessly. This quick, convenient access drives
incremental sales and boosts the overall satisfaction of time-strapped
customers.
2.
Carry-out for
Flexible Meal Planning: Offering branded
sides for carry-out provides an ideal solution for consumers who want
flexibility in their meal planning. With Chick-fil-A’s Pimento Cheese available
for pick-up, customers can easily incorporate it into their home meals or
snacks. The grab-and-go convenience of these sides allows consumers to plan
meals around branded items they trust, making their purchase a regular
occurrence.
3.
Catering Orders for
Special Occasions: Catering is an excellent way for
brands to extend their reach into family gatherings, parties, and corporate
events. By offering the Pimento Cheese in larger quantities, Chick-fil-A can
secure a spot at special occasions, embedding itself in consumers' personal and
professional lives. The social sharing of these branded side dishes fosters
word-of-mouth marketing, leading to new customer acquisitions.
4.
In-store Promotion
and Cross-sell Opportunities:
In-store distribution offers an additional chance to cross-sell branded sides.
When customers come in for a meal, they may not plan on ordering a side but
will often be persuaded by promotional signage, samples, or recommendations
from staff. Branded side dishes like Pimento Cheese allow employees to upsell,
driving unit sales with minimal effort.
Why Branding Matters for Sides
Branding a side dish is about more than just flavor—it’s
about creating an emotional connection with the consumer. Chick-fil-A’s
decision to release their Pimento Cheese as a standalone item taps into
consumer desire for indulgence, uniqueness, and the comfort of familiarity.
Limited-time branding further fuels the exclusivity factor, making the product
feel special and irreplaceable. This creates a memorable experience for the
customer, who associates the side dish with a positive interaction with the brand.
Ultimately, branded sides like this one can elevate a company’s overall brand
perception, making customers feel more loyal to the experience and thus
returning more frequently.
In a competitive marketplace, where innovation and
differentiation are key, branding quality side dishes for takeout and catering
provides an avenue for not just boosting immediate sales but building long-term
brand equity. Chick-fil-A’s Pimento Cheese is a brilliant example of how
focusing on these strategic side offerings can drive not just unit sales, but
also foster deep, lasting connections with customers.
By tapping into this opportunity, restaurants and grocery
stores can turn what was once an overlooked part of the meal into a driver of
revenue and loyalty. As always, the grocerant niche, where fresh and
customizable food reigns supreme, offers the perfect environment for this
incremental strategy to thrive.
Invite Foodservice
Solutions® to complete a 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
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