Tuesday, May 10, 2011

Wendy’s Copy-Cat Marketing disappoints Wall Street again.

Searching for top line sales growth and bottom line profits utilizing legacy Copy-Cat marketing and positioning strategy reminiscent of the late 70’s and mid-80’s simply does not work today in retail foodservice.

Increasing Top line Revenue, Customer Continuity & Bottom line Profits requires much more consumer focus. Rebuilding a consumer retail food brand includes an interactive participatory consumer focus utilizing all aspects of your menu and operational strengths. Wendy’s has done that with a focus on the past. Its time they look at where the consumer is moving and reposition their brand respectively.

Cultivating a brand is more important that managing a brand; and it appears that Wendy’s has forgotten that. . Brands are dynamic not static, they develop and grow with the consumer. Identifying distinctive differentiated programs, positioning and consumable’s by day part that reflect the brand, industry trends, consumer preferences of today requires research not from the past but the present with a focus on the consumer.

Creating or identifying distinctive differentiated food consumable’s as an entity with identity by day part with consumer contemporary relevance should be Wendy’s only goal. The food value proposition equilibrium for the consumer today balances; better for you, flavor, and traditional products all blended into something with a twist. In industry speak, differentiated does not mean different to the consumer it means familiar.

Understanding the unique balance between palate, price, pleasure and the consumer’s drive for qualitative distinctive differentiated new food consumables requires utilization of all Foodservice Solutions® 5 P’s of food marketing: Product, Packaging, Placement, Portability and Price.

Since 1991 retail food consultancy Foodservice Solutions® of Tacoma, WA has been the global leader in the Grocerant niche for more on Steven A. Johnson and Foodservice Solutions® Bing or Google Grocerants or visit http://www.linkedin.com/in/grocerant, twitter.com/grocerant or Facebook Steven

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