Thursday, August 30, 2018

Can’t Beat them Buy into them Aramark’s Smart Growth

Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions® late last year called 2018 the year of ‘partnerships’ in retail foodservice.  One of the better examples driving growth involves a new partnership developed by Aramark a global leader in food, facilities, and uniforms whereas Aramark believes that this strategic partnership will provide new electricity driving incremental sales.
What is your new electricity that is driving top line sales and bottom line profits?  Are your customer counts growing?  So, just what is your brands new electricity? According to Johnson, “Brand relevance is in part driven with innovation in new food products in combination with new avenues of distribution all of which are the platform for the new electricity.”
Johnson stated “that in my minds-eye the new electricity must be very efficient for the supply and includes such things as fresh foods, developing brands, unique urban clothing, grocerant positioning, urban farming (produce, seafood, etc.), autonomous delivery, cashier-less retail, plates, glasses, cash-less payments, digital hand held marketing. This program has all of that.
Foodservice retailers to survive the next generation of retail must embrace the artificial intelligence revolution while simultaneously embracing fresh food that is portable, fresh, with differentiation that is familiar not different.  That will require brands to embrace new fresh food partnerships more now than ever before according to Johnson.
So, when Aramark, announced a strategic partnership with Oath Pizza to bring the pizzeria’s Certified Humane brand to new, exclusive locations, from university campuses and sporting arenas to offices, hospital cafés and more. Johnson new it was a valued brand with complexity free messaging.
However, creating a point of greater differentiation Aramark edified its belief in Oath Pizza, by investing in it. Orth Pizza which has gained a cult-following for its signature thin crust pizzas that are grilled and seared in avocado oil and feature ethically sourced ingredients.
Victor Crawford, a Chief Operating Officer for Aramark stated “We innovate continually to enhance consumers’ food experiences with unique and on-trend culinary solutions that are also local and sustainable,” … “Our partnership with Oath will further enable us to provide a high quality, convenient, healthy and personalized menu option, not to mention a great-tasting pizza with a purpose.”
As regular readers of this blog know Aramark is one of the largest food service providers in the country and serves clients in multiple sectors, including education (colleges and universities; K-12 schools and districts), healthcare (hospitals and healthcare facilities), sports and entertainment (stadiums, arenas and amphitheaters; destinations and cultural attractions), and business and government (workplaces and manufacturing facilities; convention centers and conference centers).
The ability for Aramark to extend the halo of ‘better-for-you’ food to new avenues of distribution including schools will provide incremental value to Oath Pizza and Aramark according to Johnson. .  Most of you understand that the foodservice sector is dynamic not static and companies in it must evolve or simply fade away.
“Oath Pizza CEO Patrik Hellstrand. Stated We are thrilled to be partnering with Aramark to scale up and reach new audiences,”  “This partnership will give Oath Pizza access to unique and exclusive dining options to bring our certified humane and ethically-sourced pizzas to a greater number of people who love delicious food and want to feel good about their eating decisions.”
Are you looking for some new electricity? Are you ready for some fresh ideations? Do your food marketing ideations look more like yesterday than tomorrow? Interested in learning how can edify your retail food brand while creating a platform for consumer convenient meal participationdifferentiation and individualization?  Email us at: or visit: for more information

No comments:

Post a Comment