Steven Johnson Grocerant Guru® at Tacoma, WA based Foodservice Solutions® stated “Fast Food restaurants are still aspirational for many consumers around the globe. Political upheaval continues to linger with employment instability is increasing the mind-set of consumers in most developed countries.”
Today, many fast food branded restaurants are leveraging Two Tier Pricing to first garner trial and secondly build brand loyalty. They offer entry level branded products like McDonalds dollar menu that allow existing customers trial and existing customers trade up either with LTO’s or specials on branded menu items.
Recently the Euromonitor put it this way. “Fast food is changing, and not just in the category's dominant US market. Amidst fierce competition, fast food brands have been forced to differentiate themselves with broader menus, better food and higher-end outlet designs. In developed markets this has led to the popularity of the fast casual segment, but in emerging markets (most of which show a strong preference for full-service dining) it has helped fast food gain traction as a modern, lower-cost alternative to more traditional foodservice formats …
Bringing in new customers, clearly the branding opportunities inherent in the fast food business model have allowed these chains to appeal to developing market consumers' taste for exciting new dining experiences. Take South Africa-based chicken fast food brand Nando's, for example, has relied on strong branding, exciting flavors and a unique dining experience to set it apart from other chicken fast food chains, a fact that helped exceptional growth.
Similarly, UK bakery products fast food brands EAT and Pret a Manger each have found success with a positioning of convenient, high-quality food, a modern grocerant atmosphere with a platform for ‘fast’ service.
I’m sure you have all noticed that McDonald’s new focus on fresh meat, especially, has helped the brands compete with more traditional fast food concepts, and this kind of above-and-beyond competitive positioning will continue to integral to the success of any new fast food concept. ….
Consumers have left clues and the universal commonalities in Ready-2-Eat and Heat-N-Eat fresh prepared food are fueling retail success around the globe. Success does leave clues are you implementing the right clues to drive top line sales and bottom line profits for tomorrow?
Since 1991 Foodservice Solutions® of Tacoma, WA has been the global leader in the Grocerant niche. Invite Foodservice Solutions® to complete a grocerant program assessment, brand, product placement or for positioning assistance call 253-759-7869 or for more visit www.Facebook.com/StevenJohnson www.Linkedin.com/in/grocerant or www.twitter.com/grocerant
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