In search of food discover consumers
are now Omni-Channel consumers. The
success of Ready-2-Eat and Heat-N-Eat fresh prepared food has
been documented, talked about and written about for one reason of late. It is
driving top line sales and bottom line profits within existing points of
distribution and more importantly at non-traditional points of fresh food
distribution garnering share from legacy food retailers.
Are you cultivating a brand or curating your brand? Are
you still doing what you did in Is your food company prepared to succeed in 2015,
2016 … 2020? Here are some of the advantages to entering or expanding your
business within the grocerant niche:
More customers Drive Top Line Growth
Brand protectionism is dying. Are you over protecting brand? Most large food retailers, big companies,
have a narrow brand focus. That worked for 50 years. They have honed their
brand and supply chain. They have set and defined boundaries, and it is
difficult for insiders to see outside. Time and technology have redefined the
consumer playing field. Your brand must become dynamic again or risk losing
consumer relevance. There is a huge opportunity for share of market if
you elect to evolve you brand with migrating fresh food consumers in take-out
and take-way options.
Reward Results not Potential
Large food retailers typically pay more at the C-level,
and are seen as stable employment currencies (not-taking risk). However the
grocerant niche when vertically integrated into an existing brand creates a new
level of excitement within the entire company. When sales grow, the opportunity
for advancement expands, building team momentum, excitement explodes like a
wildfire. Customers can feel the proactive positive buzz from employees. Doing the
same old thing is simply doing nothing and Boring. Doing Something new is Soaring. Customers
notice companies on the move and reward them,
Exposure to Change is a Positive
Change is incredibly dynamic, consumer focused changed is
contagious. Change evolves and will go through a bell curve, and you see the
whole thing step by step when you vertically integrate change into brand and
consumer values. If not integrated you do not really get to escape the velocity
of the event, but change is exciting nonetheless and customers will still
follow.
Consumer Relevance Means Driving Momentum
Are you going to tangibly impact your company or maintain
the status quo? Today like never before companies have the ability to evolving
a brand at a speed not seen since your company was a start-up. What impact are
you going to have on your company? There is a difference between the work you
do and the impact you have. Fresh Food retailing is evolving at break neck
speed, evidenced by the Dollar
Store formats selling more foods and Walgreens
selling fresh foods and doing it well as you can see from this
video of a Walgreens in San Francisco. Is
your brand evolving fast?
Spin Out, Spin Off or Springboard to more
Profitability
If you do nothing but wait, watch or blame the economy
you are very likely to simply spin out of control. Redefining your brand with
consumer relevance will position you too either create a positive spin off or
springboard to the next level. Legacy organizations need to be mindful that
springboards do great things for your organization, your team and your
shareholders.
Success Does Leave Clues and Foodservice
Solutions® is clue # 1
LTO's (Limited Time Offers) can drive top line sales and
bottom line profits while taking you in a new direction. Are your LTO's leading
your brand, testing your brand or simply copy-cat marketing tactics absent
strategy?
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 these new competitive
threats? Contact Steven Johnson
Grocerant Guru™ at: www.FoodserviceSolutions.us 1-253-759-7869
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