Foodservice
Solutions® Grocerant Guru® Steven Johnson
believes when the “customer moves successful companies move with them.” That is
exactly what Thorntons, the brand once known
for gasoline, candy bars, and tobacco products is doing. Thorntons seeking incremental customer
relevance is now focusing on grocerant niche Ready-2-Eat and Heat-N-Eat food.
With
183 locations Thorntons has refocused, repositioned, and rolled out a new store design that includes
prepared hot foods, fresh fruits, baked goods, and coffee displays up
front and under the On the Go brand. Focusing on fresh the new hot
sandwiches and pizza, are made in onsite kitchens reinforcing freshness.
This
is no half attempt at Thorntons is focused on each day-part starting with an
oatmeal breakfast bar. Thorntons food is made fresh, but not to order like a
restaurant and that is a clear porint of differentiation built-in to increase
speed of service. It’s ready to grab and go, which happens most often,
representatives said, between 6 and 11 a.m. Clearly, though, by serving fresh
sandwiches and hot pizza, the goal is to push deeper into the day and feed
anyone anytime they’re hungry.
Thorntons
AM day-part extends until the morning menu until 6 p.m. A breakfast burrito will
be an additional staple in all 183 locations by March. Other favorites are a
four cheese and pepperoni pizza, buffalo chicken burrito, various sandwiches
and croissants. Of course to help drive the AM day-part donuts that complement
the extensive fresh coffee offerings.
Success does leave clues. Are you trapped doing what you
have always done and doing 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 participation, differentiation and
individualization? Email us at: Steve@FoodserviceSolutions.us
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