Saturday, March 24, 2018

At Taco Bell is the Status Quo Good Enough

Taco Bell is going a good job driving top line sales and bottom line profits while expanding its legacy line of CPG groceries products.  That said Taco Bell’s legacy line of products is yesterday’s grocerant niche positioning not today’s or tomorrows according to the team at Tacoma, WA based Foodservice Solutions®
In case you missed it. Taco Bell will soon be selling tortilla chips inspired by its sauces, but only at grocery stores Starting in May Taco Bell will roll out Classic, Mild and Fire tortilla chips in grocery and convenience stores. The chips take their flavor and packaging inspiration from Taco Bell's signature sauces.

These packaged chips will join the line of dips, sauces, shells and seasoning mixes that Taco Bell sells in partnership with Kraft. We must note that Kraft is a good partner to have if your brand wants to enter the frozen food court or the shelf of a 1970’s mercantile.

Steven Johnson our own Grocerant Guru® as regular readers of this blog know believes that brands need to  create strategic partnerships with new fresh food retailers creating new electricity in order to drive meaningful incremental growth, top line sales, and bottom-line profits.  
In the minds-eye of Johnson, there is one dominate element that will power success at Taco Bell and Yum Brands over the coming years.  Johnson calls it the new electricity that is partnerships specifically strategic partnerships within the fresh food space.   Brand relevance requires looking forward not backward or simply maintaining the status quo.
The new electricity must be very efficient for the supply and includes such things as fresh food, sustainable packaging, urban farming (produce, seafood, etc.), autonomous delivery, cashier-less retail, cash-less payments, digital hand held marketing.
Sustaining the status quo will placate those on Wall Street for a while but not consumers.  Consumers are dynamic not static; Limited Time Offer’s (LTO’s) are just that; a top of mind attention grabber but not the fuel to garner incremental customer migration. 
While the team at Foodservice Solutions® congratulates Taco Bell on expanding its line of CPG products we remind all retailers it’s important to edify your brands relevance with today and tomorrows customers so you look more like a brand of tomorrow than a brand of yesterday.
Are you ready for some fresh ideations? Do your food marketing tactics look more like yesterday that tomorrow?  Visit for more information or contact: Remember success does leave clues and we just may have the clue you need to propel your continued success.

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