Legacy food manufactures and many legacy retailers are at a cross-roads trying to sell a branded product that has out live it’s shelf-life, lost customer relevance, looks more like yesterday than tomorrow according to Steven Johnson Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.
Gone are the days that national syndicated food research studies from Nielsen, NPD Group, or Technomic provided restaurants, grocery stores, and C-stores all the valued information a company needs to understand the competition while identifying a clear path for its own direction for differentiated growth.
Today successful fresh food retailers focused on consumer’s desires, wants, and need-set have the ability to exploit the Onmichannel retail world to build top line sales and bottom line profits. Foodservice Solutions® has identified, quantified, and qualified new relevant metric’s that are relevant to consumers as regular readers of this blog know. Consumers continue to migrate from legacy CPG foods and food preparations process to grocerant niche Ready-2-Eat and Heat-N-Eat fresh prepared food according to Johnson.
Regular readers of this blog also know that Foodservice Solutions® FIVE P’s of Food Marketing have become must have tools in Food Marketer’s tool kits. too garner the best menu mix offerings neighborhood by neighborhood and or city by city depending. While we developed those tools 9 years ago there are some consults just not holding webinars on Delivery, food portability and how to best integrate a branded solutions. One word of caution if they are this late to the game there insights might look more like yesterday’s insights than tomorrow’s.
Technology today can empower marketer’s ability to leverage the halo of the brand neighborhood by neighborhood or city by city. Yes, it’s more work but the results can drive top line sales and bottom line profits all the while edifying your brand, franchisees, and most important your customers.
Is your brand ready to grow outside of your four walls? Brand relevance has never been as important as it is today. Is your brand relevant everywhere? Could Outside-eyes drive your top-line sales and bottom-line profits? We think so.
Since 1991 Foodservice Solutions® a Tacoma, WA based retail foodservice consultancy has been the global leader in the Grocerant niche. For product or brand positioning assistance contact Steven Johnson at:firstname.lastname@example.org or the Grocerant LinkedIn page or on Facebook at Steven Johnson, BING / GOOGLE: Steven Johnson Grocerants or Grocerant on Twitter