Monday, September 23, 2013

Can Wild Oats Tame Fresh & Easy?

Wild Oats halo of fresh prepared “better for you” quality food and build in customer base accustom to Ready-2-Eat and Heat-N-Eat fresh prepared food could be the catalyst for success that Fresh & Easy needs. Success at Fresh & Easy will prove disruptive both for the California Convenience store sector and the Grocery sector.  

Consumers today assemble meals they do not cook from scratch unless it is a “special” occasion.  Research shows that those special occasions are becoming fewer and fewer. Foodservice Solutions® Grocerant Guru™ Steven Johnson recently stated “Mix and Match meal components contribute greatly to the success of the Ready-2-Eat and Heat-N-Eat fresh food grocerant niche. They are consumer interactive, participatory and a platform for customization and family meal cohesion.”  

It was not so long ago that Wild Oats had a strong base of “better for you” customers.  Not so long ago that Wild Oats was leading the industry with fresh prepared “better for you” mix and match meal bundling components. Wild Oats help create an industry platform for consumer convenient meal participationdifferentiation and individualization that continues today.  

Wild Oats customers remember being both interactive and participatory with the brand, the food, and meal assembly. If success leaves clues leveraging the successful attributes of both the Wild Oats name and the evolving grocerant niche might be a clue for Fresh & Easy. 

I firmly believe that a name change to Wild Oats replacing Fresh & Easy combined with an updated integrated consumer focused platform of convenient meal participation, differentiation and individualization will be successful, consumer driven and industry disruptive.

Foodservice Solutions® specializes in outsourced business development. We can help you identify, quantify and qualify additional food retail segment opportunities.  Visit the global leader in the Grocerant niche  or Johnson,,


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