Wednesday, February 3, 2010

Private Label brand managers vs. legacy brand managers!

Private label brand managers have been more aggressive, more focused, and more authentic than most restaurant, C-store or grocery store brand managers and that is driving change within the retail foodservice space. 

What is the role of the legacy national brand manager in a world where private label is branded? National brand manufactures all of whom are highly valued continue paying slotting fees to grocery stores, c-store, and to chain restaurant advertising funds as the easiest way to reach the consumer. 

The slotting fee’s continue to go for space on the shelf but the key location End Caps are now being filled with the stores own private label products. Legacy national brands are cutting back in paying for end caps it may be time to stop the rest. 

The brand managers of the private label products have are utilizing a tool out of the National Chains Brand Managers playbook to build loyalty, reinforce value and generate additional sales and profits for the store and their particular private label product. They are taking the end caps for themselves! Ask Foodservice Solutions® team as they have rolled out the FIVE P’s of Food Marketing with great success. 

Price Chopper is utilizing what they call “power displays”. Wal-Mart is utilizing the end caps to reinforce value of their private label products and consumer is picking them up! Wegmans gets the customers coming and going utilizing the vestibules with the likes of Wegmans private label potato chips and the next week Wegmans own canned tuna and their own mayo for example. 

Deep in the store the private label battle continues with Ready-2-Eat and Heat-N-Eat fresh  portable food. All prepared fresh and in most cases right in front of the customer. Private Label Grocerant Ready-2-Eat and Heat-N-Eat fresh food now has brand managers of there own and they are building sales not slotting fees. Wait and watch if you will but some of these brands will break out. 

Since 1991 of Tacoma, WA has been the global leader in the Grocerant niche, Foodservice Solutions FIVE P’s of Food Marketing or our Grocerant Guru® visit: or Email:

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