Cultivating a positive brand
image is one of the hallmarks US based chain restaurants. Leveraging the emotion of the brand in
non-traditional avenue of distribution is something that chain restaurants are
now about to exploit at much faster rate including Darden and IHOP.
In the 2012 Restaurant Industry Forecast, a majority of operators questioned said they
offer merchandise, such as sauces or frozen foods, for retail sale. Few offer
fresh prepared ready-2-eat products at alternative avenues of
distribution. That is about to change as
well.
Hudson Riehle Senior Vice
President of the NRA’s Research & Knowledge Group said “Selling retail
items generates additional sales and in some cases, licensing fees, and that's
important considering that the average pretax restaurant profit ranges in the
modest 3-percent to 6-percent range.”
The study found that in “the
family-dining segment, 54 percent of operators said they sell retail items,
while 35 percent of casual dining, 37 percent of quick service and 41 percent
of fast casual restaurateurs said they, too, have merged into the retail fast
lane. The highest percentage, however, was in the fine dining segment, where 59
percent of operators said they also sell retail items.”
While retailers the ilk of
Starbucks, 7 Eleven each have found success leveraging branded fresh food items
in non-traditional avenues of distribution few others have. That will change as
food retailing continues to evolve at ever increasing rate. Do you know which chain restaurant will be
next to offer fresh prepared food at non-traditional outlets? Do you need help garnering top line growth in
non-traditional avenues of distribution?
For international corporate presentations,
educational forums, or keynotes contact: Steven Johnson Grocerant Guru at
Tacoma, WA based Foodservice Solutions.
His extensive experience as a multi-unit restaurant operator,
consultant, brand / product positioning expert and public speaking will leave
success clues for all. Facebook.com/Steven Johnson, Linkedin.com/in/grocerant or twitter.com/grocerant
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