Wednesday, September 29, 2010

Safeway leverages customer research for Mix & Match meal success!

Grocerant ready-to-eat and ready-to-heat prepared food bundled mix & match components have been driving top line growth in the Convenience store sector for several years. In fact NPD recently reported that last year sales within the convenience store sector were up 11%. We have been documenting that story here for several years. It was nothing new to us. Lead by companies like Sheetz, QuickChek and Wawa mix & match meal components propelled that growth. Now even 7 Eleven is selling fresh prepared food.

However, when it comes to understanding the customer, Safeway has been utilizing grounded traditional foodservice research and has leveled the playing field. Safeway’s ability to vertically integrate customer focused research with Foodservice Solutions 5 P’s of grocerant marketing has positioned them directly in line with today’s consumer.

Safeway’s “build a Signature Café” which is first prominently positioned in the weekly shopping flyer. Utilizes the Mix & Match to empower consumer choice, leverages their private branded product and priced to drive trial. Interestingly they include and co-brand the ad with Sierra, Mist Natural. This is fantastic!

Research provides insights into consumer beverage choice and most importantly how they buy and consume beverages. Leveraging Natural Mist with the “Signature Café” meal creates an additional halo for the consumer. It’s is a complete meal solutions.

Safeway research has provided a platform for continued success Understanding the unique balance between palate, price, pleasure and the consumer’s drive for qualitative distinctive differentiated new food consumables is an art that will drive top line growth and increase customer frequency. The Grocerant niche is about convenient meal participation, differentiation and individualization Safeway gets it.

Outside eyes can deliver top line insights and bottom line profits. Invite Foodservice Solutions to provide brand and product positioning assistance or a grocerant program assessment. Since 1991 Foodservice Solutions of Tacoma, WA has been the global leader in the Grocerant niche for more on Steven A. Johnson and Foodservice Solutions visit or on Facebook at Steven Johnson

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