Friday, March 18, 2011

The “Food Court” fresh or frozen is the Chain Restaurant Brand Manager’s best friend.

Evidence shows that the distinction in differentiation is a value of the brand. Successful brand managers leverage that distinction in multiple channels building top line revenue and bottom line profits. If success leaves clues and listening is a key to success then we all need to listen when grocery store category managers refer to the freezer aisle turning into the new restaurant "frozen food court".

Channel blurring only exists in the blind eye of Neanderthal restaurant brand managers the disregard the consumer. Today, restaurant brand managers must understand their brand and their customers. If they do; they can integrate marketing plans that complement their customers while intersecting with the brand in multiple channels of distribution.

Walmart, Costco, Kroger, Safeway each has incorporated a "frozen food court" in the frozen food aisle. Utilizing both national and regional restaurant branded food. Boston Market, TGI Friday's, PF Chang's, California Pizza Kitchen and now Burger King are the most-thorough players with complete or nearly-complete programs at retail.

Repeated evidence shows that the distinction in differentiation is a value of the brand. Leveraging that value within additional retail segments is simply contemporary consumer relevance. Is your brand relevant?

Invite Foodservice Solutions® too provide brand, product positioning assistance or a grocerant program assessment. Each is available for Chain Restaurants, Convenience stores, Grocery stores and other food retailers. 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

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