Tuesday, October 5, 2010

Evolving Retail Food Consumer: The tide is shifting it is time to reposition your food brand.

The confluence of consumer choice, expanding points of distribution, convenient meal preparation demand and the consumer is on the move. Drug Stores, Grocery stores, Restaurants and Convenience stores are all scurrying to reposition their menu mix of better for you prepared food to garner an increase in share of stomach.

Competitive may not be a strong enough word for the battle between sectors and companies for the consumer. The Grocerant niche is where all the action is consisting of better for you prepared portable ready-to-eat and ready-to-heat food.

Mc Donalds, Wegmans, Starbucks, Sheetz, Boston Market and Wawa have done great things in the foodservice area but the equilibrium between financial success and breakthrough top of mind recognition might be amiss.

In Seth Godin's book Purple Cow where the entrepreneur wants to recapture some of the magic that the brand at one time had. Godin suggests that the key to success is finding a way to stand out and be remarkable, like a purple cow in a field of regular cows.

Boston Market following on the success of Domino’s dramatic product makeover success has developed a new consumer focused strategy, positioning new product and service that complements the consumers evolving food taste and bundled meal desires. Both Domino’s and Boston Market have made bold moves. Each company has been rewarded with top line sales growth and bottom line profits while increasing customer loyalty and frequency.

Success came after each company conducted in-depth sector and industry leading consumer focused research. The days of ego product or brand positioning and shoot from the hip marketing tactics are long gone. Success leaves clues and legacy companies that step up are being rewarded.

Does your team have the ability to ask outliner questions of researchers in order to identify optimum results for your product or brand? Have you identified a new avenue of distribution or a new product that can be your Purple Cow? Does your company have contemporized customer relevance?

Outside eyes can deliver top sales 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 http://www.linkedin.com/in/grocerant or on Facebook at Steven Johnson

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