The convergence of non-traditional points of
distribution, an evolving grocery fresh prepared sector and lingering economic
conditions have created the perfect opportunity for retail food brand expansion.
The key to that success can be found
under the ready-2-eat or heat-N-eat retail food umbrella?
Companies need to develop
a platform that allows consumer focused meal co-creation; in the car, at the
office or at home, are winning the hearts and minds of today’s retail food
consumer. The grocerant niche comprised
of the ready-2-eat and heat-N-eat fresh prepared food is driving the success of
the retail foodservice today building top line revenue and bottom line profits.
Each sector has
innovators; Restaurants started with Kentucky Fried Chicken (KFC), Chipotle
Mexican Grill, Panera Bread, Domino’s Pizza, MCD, BK and a whole lot
more! Grocery
started with Wegmans Metropolitan Market, Whole Food and now fast charging
Safeway and the “lifestyle stores.
Convenience Stores have Sheetz, Wawa, with fast charging Casey’s General
stores and a sleeping giant 7 Eleven is opening a new store every 2 hours
somewhere on the world in 2012. The six
clues are all consumer interactive and participatory. Here they are:
1.
Visceral
presentation, Freshness
based on how it looks and is presented.
2.
Bundling,
the ability to build your
meal with components family member will eat.
3.
Individualized
portions, power
to select quality and quantity of items viewed.
4. Convenience, unit /store location on the drive home from work.
5. Time Saving, ability to evaluate price vs. time to cook from
scratch.
6. Portability, empowering choice eat in or take home / office
Success does leave clues and many
retail food operators are now adopting Foodservice Solutions® 5 P’s of food
marketing: Product, Packaging,
Placement, Portability and Price. Are you ready to extend your brand? Are you looking for successful positioning
assistance?
Steven Johnson is
Grocerant Guru at Tacoma, WA based Foodservice Solutions, with extensive
experience as a multi-unit restaurant operator, consultant, brand / product
positioning expert and public speaking. Facebook.com/Steven Johnson, Linkedin.com/in/grocerant or twitter.com/grocerant
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