Wednesday, July 2, 2014

Taco Bell and 7-Eleven Battle for Doritos Supremacy

Mini-meal or snack call it what you like Taco Bell’s menu strategy tied to Doritos may have met it match in 7-Eleven’s Doritos Loaded.  Foodservice Solutions® Grocerant Guru™ Steven Johnson says” differentiation does not mean different it means familiar but with a twist.”

Starting today 7-Eleven Inc. will launch its new Doritos Loaded snack nationwide. The mini-meal or snack, which consists of four pieces of warm melted cheese coated in crunchy seasoning, will be available for $1.99 combined with a Big Gulp that’s a meal made in Millennial heaven!

Taco Bell has its own Doritos Loco Taco which is a Taco Supreme made with ”premium seasoned beef, crisp lettuce, diced juicy red ripe tomatoes, real cheddar cheese and topped with cool reduced-fat sour cream, in a shell made from Nacho Cheese Doritos Chips.” Where’s the brand difference?

It’s July and it just might be that 7-Eleven can win the battle of Doritos supremacy bundling the Big Gulp or Slurpee with Doritos Loaded.  Nancy Smith 7-Elevens senior vice president of merchandising said "It hits our Slurpee and Big Gulp target." … she continued "This is our biggest snack rollout ever,"

This new mini-meal / snack is targeted at Millennials who want low-cost, high-flavor snacks, according to Smith. Doritos Loaded contains American, cheddar and Romano cheeses, but Dallas-based 7-Eleven and the snack's co-developer PepsiCo Inc. are keeping the seasoning ingredients a secret. The snack pieces arrive frozen at stores, where they are reheated and reducing waste.

PepsiCo is also rolling out a new 7-Eleven-exclusive Mountain Dew Solar Flare flavor, which is specifically intended to be paired with the Doritos Loaded snack, sounds more like a restaurant wine paring? Oh Thank heaven for 7-Eleven Millennials will save money and have another enhanced food discovery.

Manufacturing partnerships of branded product in this case PepsiCo’s Doritos there is one thing that is perfectly clear, the long term winner is Doritos and PepsiCo.

Foodservice Solutions® specializes the Ready-2-Eat and Heat-N-Eat Fresh Prepared Food niche aka the Grocerant niche.  We can help you identify, quantify and qualify additional food retail segment opportunities or a brand leveraging integration strategy.  

No comments:

Post a Comment