Saturday, August 4, 2012

Food Retailers are your customers comfortable?

"Food is not about impressing people. It's about making them feel comfortable."
Ina Garten,  'The Barefoot Contessa Cookbook'

Bob Goldin, Executive Vice President of Technomic, warned food retailers after viewing the results of a consumer sentiment and behavior survey last year “sensitive to the risks of downsizing”. “Consumers are deeply concerned about the price of gas,… As a result, they are very likely to reduce their spending on groceries and restaurant meals and increase their reliance on coupons and deals.”  Are you mobile coupon active?

The survey found “50 percent of consumers believe packaged food sizes have gotten smaller and 32 percent believe the same thing has happened with restaurant portions. The two main reasons why consumers think package and/or portion sizes have gotten smaller are the desires of food and restaurant companies to enhance profitability and to keep retail prices the same when costs rise; only 10 percent attribute the downsizing to improving the products' healthfulness.”

Foodservice Solutions® 5 P’s of food marketing: Product, Packaging, Placement, Portability and Price; are extremely important in maintaining equilibrium in consumer comfort. Ready-2-Eat and Heat-N-Eat fresh and prepared food is thrown into the mix, consumer frequency and customer loyalty will both increase.  Understanding and maintaining customer focused comfort level should be top of mind for all retailers. Mobile coupons are a point of consumer relevance.

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