Timely menu up-dates add relevance edifying consumers to your brand. There are times that when the customer has moved more than you brands product and messaging you need a complete refresh according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.
When fast food industry icon and industry leader McDonalds extend its breakfast menu from breakfast only to offering breakfast menu items all day long the consumer mindset shifted from coffee shops and donut shops to fast food burger drive-thru’s according to Johnson.
Dunkin' Donuts once the sole leader in the breakfast daypart has elevated its focus to coffee and doughnuts chain wants to be more competitive in all four day-parts. Leveraging the FIVE P’s of food marketing Dunkin’s new menu is leveraging PRICE to drive trial for the new ‘run menu’. They are offering a handful of items for the welcoming price point of $2.
Tony Weisman, Dunkin's U.S. chief marketing officer stated "We know that the 'Dunkin' Run' is a daily part of many of our guests' lives as they keep themselves and their friends running, so we're excited to launch a new menu offering fresh ways to satisfy any craving any time of day,".
The new menu features the chain's new Donut Fries, chicken tenders with a waffle-like coating, Ham and Cheese Roll-Ups using flour tortillas, and Pretzel Bites served with a spicy brown mustard. For those with a sweet tooth, the menu also includes a gluten-free fudge brownie, as the brand recognizes "the importance of providing alternative choices for people with dietary restrictions," noted Weisman.
There are times that a new menu simply is not enough to drive top line sales and bottom line profits. Then you must consider entering one of the four new avenues of distribution the grocerant niche has to offer.
Foodservice Solutions® specializes in outsourced business development. We can help you identify, quantify and qualify additional food retail segment opportunities or a new menu product segment and brand and menu integration strategy. Foodservice Solutions® of Tacoma WA is the global leader in the Grocerant niche visit Facebook.com/Steven Johnson, Linkedin.com/in/grocerant/ or twitter.com/grocerant