The success of ready-2-eat and heat-N-eat
fresh prepared food has been
documented, talked about and written about a lot of late. It is driving top
line sales and bottom line profits within existing points of distribution and
more importantly at non-traditional points of fresh food distribution garnering
share from legacy food retailers specifically chain restaurants.
Is your food
company prepared to succeed in 2013, 2014 … 2020? Here are some of the
advantages to entering or expanding your business within the grocerant niche:
Exposure to more customers and all Sides of the Food Business
Most large food
retailers, big companies, have a narrow focus. That has worked for 50 years.
They have honed their brand and supply chain. They have set and defined
boundaries, and it is difficult to get outside of them. Time and technology
have redefined the consumer playing field. Your brand must become dynamic again
or risk losing consumer relevance. There is a huge opportunity for share of
market if you elect to evolve you brand with
migrating fresh food consumers in take-out and take-way options.
People Reward Potential
Large food
retailers typically pay more at the C-level, and are seen as stable employment
currencies (not-taking risk). However the grocerant niche when vertically
integrated into an existing brand creates a new level of excitement within the
entire company. When sales grow, the opportunity for advancement expands,
building team momentum, excitement explodes like a wildfire. Customers can feel
the proactive positive buzz from employees. Doing nothing Boring Doing
Something Soaring.
Proactive Change is Exposure to Success
Change is
incredibly dynamic, consumer focused changed is contagious. Change evolves and
will go through a bell curve, and you see the whole thing step by step when you
vertically integrate change into brand and consumer values. If not integrated
you do not really get to escape the velocity of the event, but change is
exciting nonetheless and customers will still follow.
Impacting Consumer Relevance Means Thriving not Simply Staying Alive
Are you going to
tangibly impact your company or maintain the status quo? Today like never
before companies have the ability to evolving a brand at a speed not seen since
your company was a start-up. What impact are you going to have on your company?
There is a difference between the work you do and the impact you have. Fresh
Food retailing is evolving at break neck speed, evidenced by the Dollar Store formats selling more foods and Walgreens selling fresh foods and doing it well as you can see from this video of a Walgreens in San Francisco. Is your brand evolving fast?
Spin Out, Spin Off or Springboard to more Profitability
If you do nothing
but wait, watch or blame the economy you are very likely to simply spin out of
control. Redefining your brand with consumer relevance will position you too
either create a positive spin off or springboard to the next level. Legacy
organizations need to be mindful that springboards do great things for your
organization, your team and your shareholders.
Success Does Leave Clues and Foodservice Solutions® is clue # 1
LTO's (Limited
Time Offers) can drive top line sales and bottom line profits while taking you
in a new direction within the halo of the brand. Are your LTO's leading your
brand, testing your brand or simply copy-cat marketing tactics absent strategy?
Since
1991 Foodservice Solutions® a Tacoma, WA based retail foodservice consultancy
has been the global leader in the Grocerant niche. For product or brand
positioning assistance contact via: grocerant@q.com, the Grocerant LinkedIn page or on
Facebook at Steven Johnson, BING / GOOGLE: Steven Johnson Grocerants or Grocerant on Twitter
Good to see s.omeone understands todays marketplace
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