Monday, November 26, 2012

Where will restaurant food be sold in 3 years?

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 participationdifferentiation and individualization contact us via Email us at: or visit Johnson, or

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