Monday, September 22, 2014

Hand Held Food Marketing Driving Change

Time starved, on the go.  Those are two drivers of change in our Omni-channel retail food world today. They are not driving change as fast as Hand Held Marketing or the new Hand Held Marketplace.
Without doubt smartphones are driving change in how food retailers market, position, and sell food today. Hand Held marketing places the consumer in control with a heightened sense of urgency / satisfaction. Mobile, and web based food ordering are no longer options for restaurants they are must have. 
When we began working with Cyberslice, CyberMeals, and Food.Com in 1999 the sales mix for restaurant takeout sales was edging up to 5% of total sales.  Today, it is closer to 10%.  Momentum driven by technology, the changing consumer, and economic bifurcation all has to a renewed focus on takeout.  Foodservice Solutions® study found restaurant sales leakage driven by the 65 Inch HDTV Syndrome
So, what can be done?  How do legacy restaurants embrace Hand Held Marketing, Hand Held Food, and an Evolving Marketplace competition? What should they be thinking about?  Footprint Malaise?  New Non-Traditional fresh food retailers? Millennials? Well, all of those and many more.
In the next five years we are estimating that 30% of sales within the restaurant sector will come from Take-Out, Take-Away.  With another 7% garnered from catering.  That is going to fundamentally change the focus, of your product mix, marketing mix, while extending your customer reach. 
Fresh food disruption is on the way.  The undercurrents of change are in the palm of your customers hand and every food retailer will soon be there as well.  How will you standout?
Are you trapped doing what you have always done and doing it the same way?  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 participationdifferentiation and individualization? Email us at: or visit: for more information. 

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