Whole Foods understand the food consumer better the
than most other food retailers. Understanding that consumers wanted better for
you food continues to be one of the company’s strengths. When we talk about Whole Foods inclusive
strategy we are speaking about Whole Foods ability to incorporate the
consumer’s desire for “better for you” all day long.
Whole Foods understood that the consumer wanted
better for you food but did not have time to cook it or the skill set to cook
it. Thus Whole Foods added stations within the stores for ready-2-eat and
heat-N-eat fresh prepared food creating additional points of distribution right
in the stores. Consumers loved it.
Once known for 50,000, 60,000 and 65,000 square foot
units consumer found it took too long to shop. Whole Foods reduced store size
for new units two years ago and ROI on new units is up. It must also be noted
that fresh prepared food sales and space allotted for grocerant niche food is
up as well.
Now Whole Foods is planning on expanding points of
distribution again this time with a program called “Click and Collect”. Click and collect is a new online ordering
program with store pick-up of food ordered. Whole Foods understands consumers
are mobile, click and collect complements industry trends and most important
adds value to consumers today and tomorrow.
Whole Foods goal is to more than double the number
of stores (current 340) and grow to 1,000 in the United States alone. There is
no doubt sales will double as more points of distribution are added. If success
leaves clues a consumer focused strategy is one of them.
Steven Johnson is Grocerant Guru at Tacoma,
WA based Foodservice Solutions, with extensive experience as a multi-unit
operator, consultant and brand/product positioning. Since 1991
Foodservice Solutions® of Tacoma, WA has been the global leader in the
Grocerant niche for more on Steven Johnson and Foodservice Solutions® visit http://www.linkedin.com/in/grocerant or twitter.com/grocerant
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