Pilot Flying J’s Food First Footprint Fuels Success

Success does leave clues and grocerant niche fresh food has been the platform of success that most food retail choose when they decide to evolve their brans with customer relevance and Pilot Flying J has made the right choices according to Steven Johnson, Tacoma, WA based Grocerant Guru® at Foodservice Solutions®.

When it comes to homestyle comfort foods PJ Fresh offering at Pilot Flying J are filled with grocerant grab-n-go fresh food options that make the ‘pit-stop’’ well worth it according to Johnson. In an effort to drive incremental growth Pilot Flying J developed a third branded footprint called Pilot Express unit as a way to enter areas where a typical major travel center won't fit from a land and acreage standpoint.

Pilot Flying J Chief Merchant Brian Ferguson describes the Pilot Express concept as a "Food first" unit. Pilot Express stores spotlight the retailer's commitment to food and beverage innovation, offering homestyle meals, grab-and-go and made-to-order sandwiches and salads, premium beverages, a bean-to-cup coffee experience and weekly limited-time offers.

Ferguson continued "We want you to walk in to an experience that you've never [had] at a Pilot before. We created a store environment that's about getting you fueled quickly, giving you tremendous options in food and beverage, and getting you out quickly," 

 Pilot Flying J's Vice President of Food Innovation Shannon Johnson said Pilot Express stores have found a sweet spot by offering a variety of food offers that meet different needs. The winning equation includes:

·         Anticipating guest need — both immediate transaction and relaxing destination; 

·         Being varied and flexible — in the same store, you can see a hot homestyle offering that allows a guest to eat and relax next to a grab-and-go item for the person of the go; 

·         Splitting grab-and-go into two categories: hot and chilled; and

·         Tying in authenticity and quality.

"We went out to market with a variety of food offers all at the same time and what we found was somewhat unexpected: that the blend of all those things was how we’re going to win," Shannon Johnson shared. "It really differentiates us in the marketplace because a lot of our competitive set doesn’t have the mix of offers that we do. We learned so much from Pilot Express." Is your business ready to evolve?

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

Is Burger King Stepping-Up and Standing-Out?

Copy-cat marketing and follow-the-leader positioning just might be pushed aside at Burger King or at least that is what Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions® wants to believe.  Regular readers of this blog know Johnson has time and time again pointed out that copy-cat marketing and follow-the-leader positioning is required at times he has pointed out at Burger King it has been over-done.

Burger King with this one new food marketing limited time offer (LTO) has redefined the price, value, service, equilibrium for fresh food breakfast for all retailers according to Johnson. This program edifies relevance with Gen Z, Millennials, Gen X (all but forgotten) and Boomers according to Johnson.

OK, so what is the LTO? It is an app-based BK Cafe Subscription costs $5 a month and entitles users to one small brewed coffee per day per month. Talk about value this is a wake-up call for AM Daypart Sales, it’s a great loyalty program, it is hand-held-food marketing at it’s best according to Johnson.

There is no doubt but this platform of fast food value subscription will create distance between Burger King and other retailers including Wawa, Sheetz, Starbucks, and yes McDonalds in the AM Daypart.  More important this new positioning platform could do for Burger King what the $ 5 Footlong did for Subway according to Johnson.  

Adding relevance to their most frequent consumers the BK Cafe Subscription, available only through the burger chain’s app, entitles users to one small hot brewed coffee per day for “the price of a large cappuccino from Starbucks,” according to the company’s marketing materials. You just have to like that!

Playing catch-up for any chain restaurant is hard to do.  This is one LTO where Burger King has stepped up to the plate and it looks to the team at Foodservice Solutions® that they have hit a home run with this one.

Are you ready for some fresh ideations? Do your food marketing ideations look more like yesterday than tomorrow? Interested in learning how www.FoodserviceSolutions.us 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.

Wing Zone Customer Relevance Includes Apple TV

Let’s face it eating wings has become one of the iconic ‘Hand Held Foods’ in the US right up there with Hot Dogs and Hamburgers according to Steven Johnson, Tacoma, WA based Grocerant Guru® with Foodservice Solutions®.

One thing we all understand is that hand held food is customer interactive and participatory two key components required in brand building according to Johnson.  However, when you edify you brand with March’s NCAA basketball tournaments, Wing Zone that relevance takes center stage

The 2019 Wing Zone Bracket Challenge has prizes including an Apple TV, a Pepsi bicycle and Wing Zone cash and swag. Guest will be able to submit their bracket picks starting Sunday, March 17 at 7 p.m. Eastern through March 21 at 12 p.m. at https://www.tourneytopia.com/Hoops/WingZone.

NCAA fans of all ages and Wing Zone fans can also pre-register at https://www.tourneytopia.com/Hoops/WingZone/Pre-Register.aspx and will receive an email notification when the entry period begins.

Matt Friedman, co-founder and CEO of Wing Zone stated “Wings are the ultimate food pairing for all sports, and are the perfect companion for the nail biters, Cinderella stories, buzzer beaters and all around madness of the NCAA basketball tournament,” .. “We want to reward our loyal Flavorholics who will be ordering or picking up Wing Zone during the tournament by bringing back our popular Bracket Challenge so beyond a delicious meal to share with friends and family they may also get an Apple TV, bike, WZ swag or WZ cash to cover their next wing fix.”  This year, “The Flavor Four” winners will receive:

·         1st Place: Apple TV 4K & $100 Wing Zone Cash

·         2nd Place: Pepsi Bicycle & $50  Wing Zone Cash

·         3rd Place: $25 Wing Zone Cash & WZ Swag Prize Pack

·         4th -10th Place: WZ Speaker Bag

·         11th-15th Place: WZ Pint Glasses

During March Madness, Wing Zone will be offering two deals for Flavorholics. The first includes 20 boneless wings with two flavors, Jumbo Wedge Fries or Kettle Chips and two Ranch or Bleu Cheese for $17.99. The second deal includes 10 hand-breaded tenders with two flavors and Jumbo Wedge Fries or Kettle Chips for $16.99.

Consider how interactive and participatory each prize is in the Wing Zone Bracket Challenge?  Now, ask yourself in ‘my’ brand doing all it can to drive customer relevance in a consumer interactive and participatory way?  If not contact www.FoodserviceSolutions.us or Email: Steve@FoodserviceSolutions.us for grocerant niche integrated interactive and participatory with a grocerant niche twist. 

NCAA March Madness at Wendy’s Take Your Shot

With only days to go until the official start of March Madness, Wendy’s is inviting both young and old college basketball fans into their restaurants for a chance to win a trip to the big dance and more; and according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions® this is one limited time offer (LTO) with a platform built for success.

If you have been following your favorite college team all year or are just prepping to fill-out your office ‘bracket’, Wendy’s knows that being a fan can be tough. Whether your team wins or loses, Wendy’s has your back all tournament long with great deals and prizes, including a chance to win a trip to the NCAA Men’s Final Four in 2020. Here is how the LTO works:

Now, through April 7, Wendy’s fans who purchase a large cold drink will have a chance to win instant free food.   Including, $5 Wendy’s mobile app credits for, more food, or a trip to Atlanta for the Final Four in 2020.

According to Wendy’s the “Take Your Shot” promotion runs through April 7, so you’ll want to get a couple of cold, large drinks as soon as possible to, you know, increase your odds. For Rules, free entry, possible earlier end date, prizes, odds, & full details, visit WendysTakeYourShot.com.

Kurt Kane, Wendy’s executive vice president, chief concept and marketing officer stated “As the Official Hamburger of the NCAA for the third consecutive year, we’re kicking it up a notch and offering fans more value than ever before,”  “We encourage all fans to get in on March Madness and 'Take Your Shot'. With plenty of prizes and promotions, Wendy’s is keeping fans fueled all tournament long.”

Kane continued “As the tournament progresses, Wendy’s will continue to announce new mobile offers, so even if your team is eliminated, Wendy’s will be right there to pick you back up. Download the Wendy’s mobile app today and you won’t miss one minute of the action.” Do your LTO’s have seasonal relevance?

Are you looking for a new partnership to drive sales? Are you ready for some fresh ideations? Do your food marketing ideations look more like yesterday than tomorrow? Interested in learning how www.FoodserviceSolutions.us 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.

Consumers Bond Over Meal Kits

Foodservice Solutions® Grocerant Guru®, Steven Johnson based in Tacoma, WA stated “Meal Kits are training wheels for Millennials”.  However, meal kits are much more than that they have become a platform for couples to bond with each other and while discovering new flavors and the joy of cooking.

In new research we have learned that Meal kit sales continued to show strength in 2018, according Nielsen. “There has been a massive shift to the in-store space in the last year,” said Meagan Nelson, Nielsen’s associate director for fresh growth and strategy, at the Annual Meat Conference recently

Nelson said “growth in meal kits has been fueled in part by online subscription companies partnering with brick-and-mortar groceries, supermarkets offering their own packaged options and even restaurant brands dipping their toes into the market. Retail food partnerships can drive new electricity in a category or for a banner.

The Neilsen data indicated meal kits had seen a 36% growth in just under a year. A survey of 43,000 consumers in late 2018 found 12% of consumers had purchased meal kits in the past six months and 23% of shoppers would consider trying a kit in the next six months, Nelson said.

A number of customers buy in both the online and in-store channels, Nelson noted, but in-store purchases accounted for 60% of the growth in meal kit sales.

Why food retailers should care; meal kit customers tended to be higher income and younger than typical shoppers, she said. Demographics indicate meal kit purchase growing among those in households with incomes of $100,000 or more. They also saw appeal, both online and in-store, among those aged 35 to 44, Nelson said.

In-store growth rate for meal kits was $93 million in 2018, up 51% from 2017, and 7.3 million units were sold, an increase of 42%.  About 87% of in-store meal kits included meat in 2018, with beef leading the way among animal proteins at 52%, followed by pork at 17% and chicken at 16%.

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 Facebook.com/Steven Johnson, Linkedin.com/in/grocerant/ or twitter.com/grocerant

Outback Steakhouse Giving Consumers what they Want

Well Alice May Brock said:” Tomatoes and oregano make it Italian, wine and tarragon make it French, sour cream makes it Russian, lemon and cinnamon make it Greek, soy sauce makes it Chinese, garlic makes it good.” Steven Johnson, the Grocerant Guru® at Tacoma, WA based Foodservice Solutions® said “Today restaurants must give consumers pick-up, takeout, delivery, all with digital ordering.”

Yes, back in the day our Grocerant Guru® sold the first seven restaurant chains online ordering for Food.com and one of the chains Johnson recalls not interested was Outback Steakhouse who claimed that their food ‘dose not ‘carry well’.  They said that despite proprietary that indicated consumers wanted more delivery and takeout from Outback.

Today 21% of consumers say they are increasingly replacing carryout orders with delivery orders. That’s even higher—30%—for those 18-34 years old according to Technomic.  Dave Deno, Bloomin’s CFO said “Delivery, takeout and catering sales rose across the portfolio during Q4 by 18% year over year, raising the overall contribution to 14% of sales.” It’s time that restaurant marketing teams and executives evolve their brands to accommodate today’s consumers according to Johnson. 

Johnson continued “Retail food brand protectionism has no relevance in the marketplace today other than as a benchmarking tool.”  Now Bloomin’ Brands intends to maintain the momentum in part by redesigning stores to better accommodate delivery and takeout sales, better late than never according to Johnson.

Deno noted that both “Outback and Carrabba’s restaurants now offer delivery. Unlike most of the other full-service concepts offering the service, the Bloomin’ chains opted to deliver meals themselves rather than partner with third parties such as Grubhub or DoorDash. The company expects to expand delivery to 600 stores.”  Are you practicing Brand Protectionism? Do your stores look more like yesterday than today?

Invite Foodservice Solutions® to complete a Grocerant Program Assessment, Grocerant ScoreCard, or for product positioning or placement ideation. Since 1991 www.FoodserviceSolutions.us  of Tacoma, WA has been the global leader in the Grocerant niche. Contact: Steve@FoodserviceSolutions.us or 253-759-7869

Trader Joe’s Customer Focused Success

If success does leave clues the success of Trader Joe’s has a direct link to its’ exceptional leadership team that has an industry leading unparalleled focus on the consumer. Trader Joe’s was the first to recognize that 65.75% of US households are comprised of either one or two persons, according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.

What Trader Joe’s did was they acted on customer focused information creating meals and meal components portioned for either one or two people and price each at a competitive point that others legacy grocery store chains avoid.

Trader Joe’s also understands that the line between restaurants and food retailers is growing ever thinner as consumer look for menu options full of flavor and priced right; Trader Joe’s offers grocerant niche fresh prepared Heat-N-Eat food in entrée form with flavors that reflect our multi-cultural heritage at a price that restaurants cannot offer elevating consumer discovery while highlighting pricing competition.

Trader Joe’s is winning the fight for America's food dollars continues and continues to garner a larger share of stomach nationwide in larger part due to the chain’s leadership and evolving focus on today’s consumer.

 Consumers understand that Trader Joe's has elevated grocerant niche Ready-2-Eat and Heat-N-Eat fresh prepared food items with qualitative differentiation as an entity with an identity that has helped propel to the top of the list as consumer top grocer.

Millennials are attracted to Trader Joe’s distinctive meal and meal components offerings that are priced right. Trader Joe’s leadership team has culture focused on innovative products and package size that create value and have positioned Trader Joe’s as a food shopping destination for meal components customized and personalized for immediate consumption or mix and matched for a meal time at home.

Steven Johnson is the Grocerant Guru at Tacoma, WA based Foodservice Solutions 253-759-7869 www.FoodserviceSloutions.us