In an Omni-channel retail world the one thing that
is perfectly clear. That is “within the legacy restaurant chain branded world; the status quo is broken” that
according to Foodservice Solutions® Grocerant Guru Steven Johnson. Since 2009 when he first wrote about the
“frozen food court” one thing has changed.
Restaurant consumers continue to migrate to non-traditional avenue of
fresh food distribution. A restaurant brand can’t be contained within 4 walls
in 2014.
Playing catch-up, many legacy restaurant chains have
entered the frozen food court each edifying their brand with consumers while
building top of mind brand awareness. Consumers acceptance of these products
remains solid as restaurant brands maintain, elevate, or create new product
standards for product both from retail too restaurant or restaurant too retail.
Channel
blurring only exists in the blind eye of Neanderthal restaurant chain brand
managers. Today restaurant brand managers must understand their brand and their
customers. If they do they can integrate marketing plans that complement their
consumer’s food consumptions footprint while positioning the brand in multiple
channels of distribution. In many cases
that means new products including fresh prepared food in new non-traditional
avenues of distribution.
Today
restaurant companies the ilk of Boston Market, TGI Friday's, PF Chang's,
California Pizza Kitchen, Taco Bell,
Burger King are the most-thorough players with integrated marketing programs at
retail. However others including Red Robin, Dunkin Brands and its
Baskin-Robbins joined the likes of Romano's Macaroni Grill, El Pollo Loco,
Captain D's, O'Charley's and Ivar’s at retail
The
legacy branded restaurant status quo is broken.
Brands and customer exist outside the 4 walls. Is your brand trapped within 4 walls? Are you a food merchant the ilk of Howard
Shultz or Kat Cole? Does your brand merchandise your product in one channel? We
live in an Omni-Channel retail world.
The frozen food court is only one channel, many
masquerading as grocerant niche experts consider the frozen aisle the only
channel opportunity not us. Success does
leave clues, call Foodservice Soluitons® Grocerant Guru™ at 253-759-7869 or
visit www.FoodserviceSolutions.us for more.
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