The Grocerant Guru's Take on Driving Demand for Impossible Foods

 

Impossible Foods, which continues to update its portfolio and marketing strategy as the plant-based protein market evolves, has tapped Meredith Madden to serve as chief demand officer. In this new role, she will leverage her background in the plant-based food sector to drive demand for the brand’s growing portfolio.

Madden joins the Impossible Foods c-suite from NotCo, an alternative protein company. While there, she was promoted from U.S. general manager to North America general manager to CEO of the brand’s joint venture with Kraft Heinz. Prior to that, she was chief marketing and category officer at Chobani. She is a graduate of The Ohio State University Fisher College of Business and earned an MBA from Dallas Baptist University.

She will report to Impossible Foods’ President and CEO Peter McGuiness, with whom she worked for nearly a decade at Chobani. In a LinkedIn post, McGuiness said he is eager to team up with Madden to fuel growth at Impossible Foods.

“I’ve seen her brilliantly execute work across the entire commercial business, from sales and marketing to retail execution to insights and analytics to category management,” he shared. “And her more recent roles in executive management have given her a unique and invaluable perspective on managing and empowering people, particularly in the plant-based space.”

Impossible Foods continues to add to its product line as demand for alt-proteins shifts. In October 2024, the company rolled out Impossible Lite Beef with 21 grams of protein, zero cholesterol, and 0 grams of trans fat per serving. So, let’s look at some of the ideations Steven Johnson Grocerant Guru® at Tacoma, WA based Foodservice Solutions® has shared:

Traditional Legacy Tactics to Drive Customer Demand:

1.       Sampling and In-Store Demonstrations – Offering free samples in grocery stores and foodservice establishments allows consumers to taste the quality of Impossible Foods firsthand, breaking down skepticism and encouraging trial.

2.       Couponing and Promotions – Traditional print and digital coupons, as well as temporary price reductions, can entice first-time buyers and encourage repeat purchases.

3.       Retail Shelf Placement & Endcap Displays – Securing prime real estate in grocery stores, such as endcaps or eye-level shelves, increases visibility and impulse purchases.

4.       Co-Branded Partnerships with Established Brands – Collaborating with mainstream food brands (like Kraft Heinz or major QSR chains) builds credibility and trust among consumers familiar with traditional meat products.

5.       Television and Radio Advertising – Legacy media remains a powerful tool to reach broad audiences, particularly targeting flexitarians and health-conscious consumers through engaging storytelling and education.

Non-Traditional Marketing Tactics to Drive Demand:

1.       AI-Driven Personalized Marketing – Leveraging AI to analyze customer behavior and deliver personalized plant-based meal suggestions or digital promotions via email and social media.

2.       Virtual Cooking Classes & Influencer Partnerships – Partnering with food influencers and chefs to showcase creative ways to cook with Impossible products through live streams and interactive experiences.

3.       Experiential Pop-Ups & Food Truck Activations – Hosting pop-ups in high-traffic urban areas or festivals, allowing consumers to try Impossible Foods in unique and engaging environments.

4.       Blockchain Transparency & Sustainability Storytelling – Using blockchain technology to provide transparency on sourcing and sustainability efforts, reinforcing Impossible Foods’ commitment to ethical and eco-friendly food production.

5.       Subscription & Meal Kit Integrations – Embedding Impossible Foods into popular meal kit services like HelloFresh or launching a direct-to-consumer subscription model to encourage habitual consumption.

With Madden’s expertise and a mix of both traditional and cutting-edge marketing strategies, Impossible Foods is poised to elevate its brand, drive new customer adoption, and solidify its position as a leader in the evolving plant-based protein market.

Success Leaves Clues—Are You Ready to Find Yours?

One key insight that continues to drive success is this: "The consumer is dynamic, not static." This principle is the foundation of our work at Foodservice Solutions®, where Steven Johnson, the Grocerant Guru®, has been helping brands stay relevant in an ever-evolving market.

Want to strengthen your brand’s connection with today’s consumers? Let’s talk. Call 253-759-7869 for more information.

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Is your food marketing keeping up with tomorrow’s trends—or stuck in yesterday’s playbook? If you're ready for fresh ideations that set your brand apart, we’re here to help.

At Foodservice Solutions®, we specialize in consumer-driven retail food strategies that enhance convenience, differentiation, and individualization—key factors in driving growth.

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The "Better for You" Food Movement: Where Bold Flavors Meet Functional Benefits

 

In today’s dynamic food industry, consumers are demanding more from their meals—more flavor, more functionality, and more wellness-driven choices. The "better for you" (BFY) movement is no longer a niche trend; it’s a major force shaping restaurant menus, convenience store offerings, and service deli selections. Steven Johnson the Grocerant Guru® at Tacoma, WA based Foodservice Solutions® state; “I see firsthand how this shift is transforming the foodservice and retail landscapes, aligning with consumers' desires for indulgence without compromise.”

The Demand for Functional Foods with Big Flavor

Gone are the days when “healthy” meant bland or uninspiring. Today’s consumers expect food that satisfies their taste buds while supporting their well-being. The BFY movement thrives at the crossroads of two powerful trends: functional foods that promote health and wellness and bold, globally inspired flavors that elevate the dining experience. This is not a fleeting fad but a fundamental transformation in food innovation, marketing, and consumption.

"Consumers want to eat better, but they don’t want to sacrifice taste," says Darren Seifer, food and beverage industry analyst at NPD Group. "Brands that successfully merge nutrition with indulgence are the ones winning in today’s marketplace."

1. Restaurants Adapting to the BFY Movement

High-Protein, Plant-Based Bowls
Restaurants are spotlighting protein-packed, plant-based bowls loaded with nutrient-dense ingredients like quinoa, lentils, and chickpeas, enhanced with vibrant global spices such as harissa, turmeric, and chipotle. These dishes cater to health-conscious diners seeking meals that fuel energy, aid muscle recovery, and deliver an explosion of flavors.

Fermented and Gut-Health-Friendly Menu Items
The rise of fermented foods has led to creative offerings such as kombucha-based cocktails, kimchi-topped burgers, and miso-glazed vegetables. With gut health linked to immunity and overall wellness, these umami-rich dishes provide both functional benefits and an unforgettable taste experience.

2. Convenience Stores Innovating for On-the-Go Consumers

Functional Snack Packs
C-stores are revamping snack options with grab-and-go packs featuring nuts, dried fruits, and dark chocolate infused with adaptogens like ashwagandha and reishi mushrooms. These snacks provide quick energy boosts while supporting cognitive function and immune health.

Protein-Packed, Low-Sugar Beverages
Functional hydration is gaining traction, with offerings like cold-pressed juices, high-protein smoothies, and kombucha-based energy drinks filling c-store refrigerators. These beverages deliver sustained energy and nutritional benefits without the artificial additives of traditional energy drinks.

"Consumers no longer accept empty calories," says food marketing expert Phil Lempert, also known as The Supermarket Guru®. "They want beverages and snacks that provide both enjoyment and a wellness advantage."

3. Service Deli Transformation to Meet BFY Expectations

Boldly Flavored, Nutrient-Dense Salads
Service delis are reinventing salads with superfoods like kale, pomegranate, and hemp seeds, dressed in zesty citrus-ginger vinaigrettes or spicy tahini sauces. These salads deliver antioxidants, vitamins, and a burst of bold flavors that keep customers coming back.

Whole-Grain and Lean Protein Sandwiches
The classic deli sandwich is getting a BFY makeover. Whole-grain and sprouted breads replace traditional white bread, while lean proteins like grilled turkey or wild-caught salmon take center stage. These options satisfy both nutritional needs and flavor cravings.

Why This Trend Matters

The "better for you" movement isn’t just about eating well—it’s about eating better, smarter, and more deliciously. As consumers become more knowledgeable about the link between diet and wellness, they expect foodservice providers, retailers, and brands to evolve alongside them.

Companies that resist this shift risk falling behind, while those that embrace BFY innovation will not only drive sales but also build stronger customer loyalty. "Food is no longer just about sustenance—it’s about experience, functionality, and personal well-being," notes Laurie Demeritt, CEO of The Hartman Group.

By marrying functional benefits with bold, exciting flavors, food retailers and service providers can create a culinary experience that delights, nourishes, and inspires. The future of food is here, and it’s as flavorful as it is functional.

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Today Digital Transformation Fuels Grocery and Foodservice Innovation

 

More Than 90% of Shoppers Now Buy Groceries Both In-Store and Online—Restaurants, Convenience Stores, and Service Delis Must Adapt

The food retail landscape is rapidly evolving, and digital engagement is driving a fundamental shift in consumer behavior. FMI—The Food Industry Association and NielsenIQ (NIQ) have released their latest report, Digital Engagement Transforms Grocery Shopping, revealing that over 90% of shoppers now purchase groceries both in-store and online. This shift underscores the importance of omnichannel strategies for grocers, restaurants, convenience stores, and service delis as they navigate a marketplace where digital accessibility is no longer optional—it's essential for survival.

Digital Sales Surpass Expectations

Back in 2017, industry experts projected that online grocery sales would reach $100 billion by 2025, capturing 20% of market share. However, this year’s report finds that those expectations were shattered, with U.S. online grocery sales now expected to hit $388 billion by 2027, accounting for nearly 25% of total grocery sales. This growth is largely fueled by e-commerce platforms, retailer apps, and AI-driven personalization, alongside increased consumer reliance on convenience-driven food solutions.

The Grocerant Movement and Foodservice Digital Expansion

The rise of online grocery shopping has broad implications for the restaurant, convenience store, and foodservice industries, reinforcing the need to integrate fresh, ready-to-eat, and prepared meal solutions into digital channels according to Steven Johnson Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.

Key Industry Takeaways:

·         Restaurant Meal Delivery Continues to Surge: With nearly 60% of consumers ordering meals for delivery at least once a week, restaurant operators must enhance their digital presence, ensuring seamless online ordering and integration with third-party platforms.

·         Convenience Stores Go Digital: C-stores must expand their food offerings beyond impulse purchases by leveraging mobile ordering, loyalty apps, and digital marketing to promote fresh-prepared meals, snacks, and beverages.

·         Service Deli Online Expansion: Grocery store delis, a critical component of the grocerant movement, must extend their presence online, offering pre-ordering, meal kit options, and prepared food solutions to compete with quick-service restaurants.

·         Curbside Pickup and AI Integration: The report finds that curbside pickup (31%) now surpasses same-day home delivery (29%) as a preferred option for online grocery shoppers. Grocers and foodservice operators must refine their operations to optimize pickup experiences and use AI-driven personalization to meet evolving consumer expectations.

Social Media’s Influence on Food Purchases

One of the most striking trends in the report is the rise of social commerce. Fifty-five percent of respondents now make direct purchases from social media platforms, including meal solutions, grocery staples, and foodservice options. This signals a growing need for food retailers and service providers to invest in targeted digital marketing strategies, influencer collaborations, and AI-enhanced personalization to engage the next generation of shoppers.

The Future of Food Retail: Meeting Consumers Where They Are

Digital engagement is no longer a side strategy—it’s the driving force behind food retail’s evolution. Restaurants, convenience stores, and grocery service delis must embrace this transformation by integrating digital ordering, enhancing meal delivery options, and ensuring a frictionless online-to-offline experience.

As food consumption patterns continue to shift, industry players must prioritize digital connectivity, personalization, and service-driven solutions to stay ahead. The Digital Engagement Transforms Grocery Shopping report makes it clear: omnichannel innovation isn’t just a trend—it’s the future of food retail.

Stay Ahead of the Competition with Fresh Ideas

Is your food marketing keeping up with tomorrow’s trends—or stuck in yesterday’s playbook? If you're ready for fresh ideations that set your brand apart, we’re here to help.

At Foodservice Solutions®, we specialize in consumer-driven retail food strategies that enhance convenience, differentiation, and individualization—key factors in driving growth.

👉 Email us at Steve@FoodserviceSolutions.us
👉 Connect with us on social media: Facebook, LinkedIn, Twitter

Starbucks Ongoing Struggle Compounding Industry Concerns

 

Starbucks CEO Brian Niccol continues to send mixed messages about the company’s direction, leaving employees confused and frustrated as he announces the abrupt elimination of 1,100 corporate jobs this week, along with several hundred unfilled positions according to Steven Johnson Grocerant Guru® at Tacoma, WA based Foodservice Solutions®. This move, which follows his January warning of potential layoffs, raises serious concerns about leadership consistency, branding clarity, and employee morale at the struggling coffee giant.

Niccol’s latest announcement further muddles the company’s stance on remote work. While executives at the vice president level and above are now required to be in offices in Seattle or Toronto at least three days a week, employees at director level or below who were hired remotely will retain that status—yet new hires for similar roles must now be physically based in those cities. This arbitrary, ever-changing policy suggests an organization that lacks a clear vision and leaves employees uncertain about their future work arrangements.

Compounding these concerns is Starbucks’ ongoing struggle to maintain its brand identity amid increasing competition and operational difficulties. The company reported a fourth consecutive quarter of declining same-store sales, with a 4% drop globally in its latest earnings report. Yet, instead of delivering a cohesive strategy to address these challenges, Niccol appears to be doubling down on internal upheaval, cutting jobs and altering reporting structures while failing to provide a compelling plan for recovery.

Despite framing the layoffs as a way to "increase accountability, reduce complexity, and drive better integration," Niccol’s approach so far has only sown discord. Employees are left questioning their job security, their workplace expectations, and even the company’s core mission. If Starbucks truly wants to focus on the experience it creates in its coffeehouses, it must first address the turmoil at its corporate level and regain the trust of its workforce.

Niccol, who was brought in last August from Chipotle to lead a turnaround, has so far delivered instability rather than inspiration. His vague reassurances to affected employees—thanking them for their contributions while eliminating their positions—do little to alleviate the frustration and uncertainty rippling through the company. As Starbucks moves forward, it must decide whether it will continue this chaotic trajectory or finally provide a consistent, transparent strategy that employees and customers alike can believe in.

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Are You Building A 

Larger

Share of Stomach 

Gen Z & Millennials’ Eating Habits in 2025

 

In 2025, Gen Z (born 1997-2012) and Millennials (born 1981-1996) continue to reshape the food industry, setting new standards for convenience, transparency, and personalization in dining driving food channel migration and ongoing churn according to Steven Johnson Grocerant Guru® at Tacoma, WA based Foodservice Solutions®. With a growing preference for snacking over structured meals, an affinity for fast and frictionless food experiences, and a penchant for digital engagement with brands, their behaviors are influencing menu innovation, marketing strategies, and restaurant operations across all segments, from fast food to fine dining.

Food Consumption Trends by Daypart

Breakfast: Gen Z and Millennials prioritize speed and portability in the morning. Breakfast on-the-go is the norm, with 72% of younger consumers saying they prefer handheld options such as breakfast sandwiches, protein-packed smoothies, or overnight oats. Coffee and energy drinks remain dominant, with cold brew and functional beverages (e.g., adaptogen-infused lattes) growing in popularity. Restaurants catering to this demographic are implementing AI-driven order customization and app-based preordering to streamline service.

Lunch: The traditional lunch hour is fading as younger consumers opt for mini-meals throughout the day. Meal bundling, mix-and-match offerings, and build-your-own bowl concepts have become increasingly popular at fast-casual chains like Chipotle and CAVA. Salad kits, protein snack boxes, and global flavors (such as Korean BBQ tacos and Mediterranean grain bowls) drive sales in both foodservice and retail grab-and-go sections.

Dinner: Convenience is king. The demand for ready-to-eat and heat-and-eat options has skyrocketed, with restaurant-branded meal kits and family bundles gaining traction. Delivery and drive-thru orders now account for nearly 60% of Gen Z and Millennial dinner transactions. QR code-enabled menus, TikTok-inspired LTOs (Limited Time Offers), and digital loyalty programs keep these consumers engaged with restaurant brands.

Late Night & Snacking: The rise of ‘fourth meal’ culture, driven by flexible work schedules and entertainment consumption, has led to increased spending on snacks and late-night food options. 45% of Gen Zer’s say they eat a snack in place of a traditional meal at least three times per week. Fast food and ghost kitchen brands leverage gamified app experiences, subscription-based rewards, and influencer collaborations to drive sales in this space.

Top Restaurant Brands for Gen Z & Millennials in 2025

Fast Food:

1.       Chick-fil-A – Known for mobile app efficiency and high-quality chicken offerings

2.       McDonald’s – Winning with nostalgia-driven menu innovation and $5 value bundles

3.       Taco Bell – Customizable late-night options and immersive digital ordering

4.       Raising Cane’s – Minimalist menu focusing on premium quality and fast service

5.       Wendy’s – Leveraging fresh, never-frozen beef and digital convenience

Fast Casual:

1.       Chipotle – AI-driven personalization and clean-label ingredients

2.       CAVA – Mediterranean flavors and innovative bowl combinations

3.       Sweetgreen – Data-driven menu curation and seasonal sourcing

4.       Panera Bread – Subscription-based coffee and digital rewards

5.       Shake Shack – Premium, ethically sourced ingredients and social media buzz

Casual Dining:

1.       Texas Roadhouse – High-value meal portions and dine-in experience

2.       Olive Garden – Affordable family-style dining with unlimited offerings

3.       The Cheesecake Factory – Expansive menu variety catering to all preferences

4.       Buffalo Wild Wings – Social, sports-driven food experiences

5.       Chili’s – Leveraging digital loyalty programs and bar-centric promotions

Special Occasion & Experiential Dining:

1.       Nobu – Upscale fusion cuisine and influencer appeal

2.       Ruth’s Chris Steak House – Fine dining with modernized digital engagement

3.       STK – High-energy steakhouse with social media-worthy presentations

4.       Eataly – multi-concept dining and retail hybrid appeal

5.       Sugar Factory – Over-the-top desserts designed for Instagram and TikTok virality

How Restaurants Can Win Gen Z & Millennials

1.       Speed & Convenience: Mobile-first strategies, AI-powered drive-thru’s, and loyalty-driven rewards programs are key. McDonald’s, for example, continues to invest in dynamic menu boards and geofenced curbside pickup to enhance convenience.

2.       Social Media & Digital Marketing: Gen Z and Millennials consume food with their eyes first. Limited-time collaborations, nostalgia-driven reboots, and TikTok-viral menu hacks create buzz and drive traffic. Starbucks, for example, uses TikTok trends to introduce new customizable drinks, leading to increased engagement and sales.

3.       Customizable & Health-Conscious Offerings: Personalization is a must. Chipotle’s ‘Lifestyle Bowls’ cater to keto, Whole30, and vegan consumers, while Sweetgreen’s data-driven menu recommendations optimize customer satisfaction.

4.       Experience-Driven Dining: Dining out is more than just a meal—it’s an event. Immersive dining concepts, such as interactive chef experiences and tableside presentations, attract Millennials who seek memorable outings.

5.       Subscription & Membership Models: Panera’s Unlimited Sip Club and Taco Bell’s Taco Lover’s Pass exemplify how brands are turning occasional diners into repeat customers by offering value-driven subscriptions.

Do You Want a Larger

Share of Stomach

Where & How They Eat

·         Solo Dining: 62% of Gen Zer’s eat alone at least three times per week, favoring quick-service and convenience-driven options like meal kits and delivery apps.

·         Group Dining: Family meal deals, bundled snacks, and restaurant loyalty perks drive social dining occasions. Gen Zer’s are more likely to share meals at home, particularly for game nights and binge-watching sessions.

·         At-Home Eating Habits: Only 22% of Gen Z and Millennials eat at a traditional dining table regularly. Instead, they prefer eating in front of a TV, gaming console, or laptop. Brands are catering to this behavior with packaging innovations, such as one-handed snack wraps and resealable meal containers.

Key Takeaways for Food Marketers

·         Leverage digital engagement to create interactive and influencer-driven promotions.

·         Prioritize speed and customization in menu offerings and service models.

·         Offer experience-driven dining for social occasions while maintaining convenience for everyday eating.

·         Capitalize on snack culture by introducing hybrid meal-snack options.

·         Innovate packaging solutions for on-the-go and at-home consumption.

As Gen Z and Millennials continue to drive food trends in 2025, successful restaurant brands will be those that prioritize digital convenience, social engagement, and flexible meal formats. The future of foodservice lies in catering to their evolving expectations, ensuring relevance in a dynamic marketplace.

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