Cracker Barrel is
leveraging the value of its brand entering the grocerant niche. Ready-2-eat and heat-N-eat fresh and prepared
food continues to grow in popularity. Restaurants must understand that our
onmichannel retail word expands sale opportunities.
John Morrell Food
Group, a subsidiary of Smithfield Foods
and Cracker Barrel Old Country Stores
have entered into a licensing agreement.
That agreement will create a platform for Cracker Barrel products to be
available in grocery stores and mass merchandisers within the US.
Carefully carving
out its own niche Cracker Barrel will sell “ham, bacon, assorted lunch meats,
glazes, jerky and summer sausage at retail outlets”. This will be the first step in the multi-year
contract with John Morrell. Sandra
Cochran, Cracker Barrel chief executive officer stated "We welcome this
opportunity to extend our brand beyond our physical stores, which is one
component of our strategic plan which also includes enhancing our operating
core and expanding our footprint by adding additional stores."
Success does leave
clues and creating an integrated brand marketing messaging strategy that
includes new points of distribution within the grocerant niche is critical in
our onmichannel retail world is one clue.
Integrating Foodservice Solutions® 5 P’s of food marketing into the
overall strategy is another.
Interested
in learning how the 5P’s of Food Marketing can edify your retail food brand while
creating a platform for consumer convenient meal participation, differentiation
and individualization contact us via Email us at: grocerant@q.com or visit
Facebook.com/Steven Johnson, Linkedin.com/in/grocerant or
twitter.com/grocerant
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