Foodservice Solutions® Grocerant Guru™
Steven Johnson’s 5 P’s of Food Marketing have gone mainstream and global.
Flooded with Email’s and informational request we thought it was time to lay
out updated facts. I think this will
help start thinking about “The 65 Inch HDTV Syndrome.”
Let’s start with three facts: First we learned that 50% of Americans over
the age of 18 were single, secondly we learned that 28% of American households
are Single-households, third we learned that ESPN is the most valuable cable TV
franchisee.
Restaurant sector sales stagnation is
due to evolving consumer eating styles and preferences. At the
intersection of the consumer, technology and retail food sales we find the
grocerant niche creating and expanding points of quality food distribution.
It’s at that intersection that Foodservice Solutions® Grocerant Guru identified
some universal commonalities driving consumers buying pattern changes.
Johnson calls it “The 65 Inch HDTV Syndrome”.
The grocerant niche is the result of
the blurring line between restaurants, grocery stores, convenience stores, and
drug stores all selling fresh prepared, portable, convenient meal
solutions. Targeted at the time-starved consumer with Ready-2-Eat or
Heat-N-Eat fresh prepared food components that are perceived “better for you”,
and portioned for one or two. Consumers like the Convenient Meal
Participation, Differentiation, Individualization / Family Customization that
these retailers offer.
Restaurateurs need to be particularly
mindful of developments within grocerant niche for they are driving the change
within the price, value, service equilibrium in retail foodservice. Another key
finding from Foodservice Solutions® Grocerant Guru™ is that “consumers single
or not think that cooking and cleaning dishes simply takes too much time. Consumers prefer to buy fresh prepared meal
components, from multiple sources and mix and match the components into a
customized family or personalized meal.”
It is at the intersection of the
consumer, technology and Foodserivce Solutions® 5 P’s of Food Marketing:
Product, Packaging, Placement, Portability, and Price that retail food sales
competition is expanding. Driving ever greater Mix and Match bundled meal
options and new points of distribution for consumers.
The Hartman Group edified in 2014
Foodservice Solutions® findings when they found that “71 percent of consumers
visit five or more retail channels at least once a month, including convenience
stores, grocery stores, dollar stores, vending machines and more.” Additionally
consumers love the on-the-go options in fact Zaget’s 2013 NYC Restaurant Survey
found that in New York at-home meals surpassed dining out for the first
time in 30 years.
GrubHub the
nation’s number one online and mobile food ordering service data reveled that
pre-game orders spiked more than 35 % for the first four weeks of the 2012
professional football season when compared to the same timeframe during the
2011 season. With San Francisco, Phoenix, Oakland and Atlanta all leading
the way. “When it comes to watching football, the best seat in
the house really is at home,” stated Susanne Dawursk, GrubHub’s brand marketing
director.
More than just
sports The 65 inch HDTV Syndrome is driving customers
away from frozen foods as well. In a study from Packaged Facts, reports that
sales in the $44 billion U.S. retail market for frozen foods have been flat to
declining, with nearly all dollar sales gains attributable to inflation or new
products -- not to increased consumer demand. The study found that Preference
for 57 % of consumer say fresh foods the top reason why US consumers have not
purchased frozen foods in the last three months, followed by preference for
home-cooked meals.
The Hartman Group’s Laurie Demeritt
stated in June 2014 that “ freshness is on the rise as a favored attribute,
today's consumers” Why is this important? Mirroring Foodservice Solutions® previous
work Demeritt went on to point out that “Millennials in particular are engaged
with the "fresh perimeter,". The Grocerant Guru™ has continually reminded
us that “Millennials are today’s, tomorrows, and 30 years from now will still
be your customers.” Fresh will be around for a long time according to
Foodservice Solutions® Team.
Fresh prepared
Ready-2-Eat and Heat-N-Eat food in non-traditional outlets poses an ever
increasing threat to restaurant growth. Want to know how to best address The 67
inch HDTV Syndrome? Contact Steven Johnson Grocerant Guru at: Steve@FoodserviceSolutions.us he has been the
leader in the Grocerant Niche since 1991 he can help you win.
Can outside eye’s help your company
learn from FoodservcieSolutions® food focused Build, Measure, Learn, and
Repeat? Visit: www.FoodserviceSolutions.us or Call: 253-759-7869 Success Does
Leave Clues
Visit: www.FoodserviceSolutions.us
if you are 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 participation, differentiation
and individualization or you can learn more at Facebook.com/Steven Johnson, Linkedin.com/in/grocerant or
twitter.com/grocerant
No comments:
Post a Comment