Ready-2-eat and
heat-N-eat fresh prepared food continues to drive sales across all retail
foodservice sectors. Building a consumer retail food brand that includes an
interactive participatory consumer focus utilizing all aspects of the menu,
footprint, and operational strengths today is just doing the basics.
Cultivating your food
brand is more important that managing a brand. Brands are dynamic not static,
they develop and grow with/for your customers.
Identifying distinctive differentiated programs, positioning and
consumable’s by day part that reflect the brand, industry trends, consumer
preferences that include consumer focused mobile interactive participatory
brand building tools are required for consumer relevance.
Are you reaching out
to your customers with programs in way that your restaurant developed 30 years
ago, 20 years ago, 10 years ago? Are you
selling you food in the same restaurant “footprint” as 10 years ago? What new
avenues of food distribution are you selling food in today that you were not 3
years ago?
Pew research found
that 7% of business now have no landline phones and 17.5 of Americans have no
landline phones. Times have
changed. When creating or identifying distinctive
differentiated food consumables as an entity with identity by day
part for your menu don’t forget that your customer most likely will see that menu
item first on a tablet or phone.
Understanding the unique
balance between palate, price, pleasure and the consumer’s drive for
qualitative distinctive differentiated new food consumables is what keeps the
restaurant industry fresh and vibrant. 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 and mobile.
Don’t let you brand become so familiar that it is stale in the mind’s
eye of the consumer.
Interested
in learning how Foodservice Solutions 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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