Wednesday, April 6, 2016

The Restaurant Sectors ‘65 Inch HDTV Syndrome’ and 1000 Clicks

Consumers continue to integrate technology into the choice of “What’s for Dinner?  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 Steven Johnson identified one universal commonality driving consumers buying pattern changes.  Johnson calls it “The 65 Inch HDTV Syndrome.  Are you interested in increasing your company’s market share or share of stomach?

Most of you know that 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. How many of you know why?  To satisfy consumers desire for Eat-Out while Eating-In many in the industry have discovered facts recently that edify our own findings. 

Well here are some of those key facts:
  1. 54% of U.S. adults report they are likely to use curbside takeout from a table-service restaurant
  2. 60% of U.S. 18-34 year olds report they would be likely to buy fresh, uncooked food in restaurant
  3. 51% of 18-34 year olds agree that tech makes them dine out or order from restaurants more often
  4. 56 percent of restaurant delivery orders are placed for dinnertime
  5. Almost three out of five orders are delivered within a mile of the source restaurant
  6. Third-party delivery services are most popular among families with two children
  7. Quest for discovery fully Sixty percent of consumers say they would rather eat in an independent restaurant

Retailers today must continue to target 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 will be attracted to your offerings in they contain the following attributes; Convenient Meal Participation, Differentiation, Individualization / Family Customization.  

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. Here is our formula:

(Mobile Access + Digital Payment + Delivery) X (Price +Food Quality + Speed) = Value
From Incremental Value:  Constantly Changing Menu (Seasonally / Sustainability with Credibility)

Fresh prepared Ready-2-Eat and Heat-N-Eat food offered at non-traditional outlets poses an ever increasing threat to restaurant growth. Including meal-kit companies the ilk of HelloFresh, Platted, and Blue Apron.  Along with grocery stores the ilk of Wegmans, Whole Foods, Central Market, Main & Vine selling Ready-2-Eat and Heat-N-Eat fresh prepared food. 

The competitive foodservice landscape is evolving faster than most retailers understand.  The growth in food retail foodservice is not legacy stores.  The fact is foodservice shoppers are shopping Online.  When they do they spend differently online than they do in the store: They spread their spending among more retailers, making it more difficult for brick and mortar retailers to build share of stomach. 

So, where is the consumer getting dinner?  Simple answer, Online from a mobile device. The consumer is responding strongly to the appeal of subscription programs and immediate delivery services. No one will be able to avoid deciding whether – or how – to meet these “new needs.” 

In our Omni-Channel retail word all retailers need to adopt a multi-platform retail strategy.  That strategy will require restaurants, grocery stores, c-store, and drug stores to adopt an operating strategy that is inclusive and focused on next-generation of business to business collaborators.  Foodservice Solutions® is one of those collaborators.  Are you prepared to drive top line sales and bottom line profits? 

Want to know how to best address The 67 inch HDTV Syndrome?  Are you ready for 1000 incremental online orders at dinner, at lunch or at breakfast? We know how to help you get there. 

For international corporate presentations, educational forums, or keynotes contact: Steven Johnson Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.  His extensive experience as a multi-unit restaurant operator, consultant, brand / product positioning expert and public speaking will leave success clues for all. Johnson, or
Email:  or call 253-759-7869

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