Tuesday, October 9, 2018

Grocerant niche Channel Blurring Partnerships drive QSR Sales

Grocerant niche expansion has created quite a conundrum within the supply chain.  That conundrum who gets what? New points of distribution continue to drive incremental sales for brands while disrupting the supply chain with incremental pricing transparency according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.
Early reports are that foodies are excited about the new electricity created with Pizza Hut and Cinnabon’s new product partnership.  The two are teaming up to introduce Crafted by Cinnabon Mini Rolls, now available exclusively on Pizza Hut menus nationwide.
Yes, you hear that right crafted by Cinnabon Mini Rolls are delivered warm to front doors by Pizza Hut and include 10 miniature cinnamon rolls made with Cinnabon Makara cinnamon swirls, topped with Cinnabon signature cream cheese frosting. The one-of-a-kind dessert is now a permanent Pizza Hut menu item.
Give credit here to Marianne Radley, Chief Brand Officer, Pizza Hut, U.S.  this is a great platform to drive sales according to Johnson.  Radley stated “There’s nothing better than polishing off pizza night with something sweet, so the new Cinnabon Mini Rolls are a perfect addition to our dessert portfolio,” …“Pizza Hut has a history of offering innovative menu items and craveable desserts that bring everyone around the table to enjoy - and few things can satisfy a sweet tooth like authentic Cinnabon cinnamon rolls.”
Kerri Christian, vice president of marketing, FOCUS Brands Global Channels get credit for continuing to expand Cinnabon’s leadership if add points of distribution.  Christian “We’re fortunate to have incredibly passionate fans that love the brand and are always craving more ways to enjoy Cinnabon products,” adds. “Our partnership with Pizza Hut is helping us deliver on that demand and we couldn’t be more excited to now be part of pizza night.”
Recently, Pizza Hut expanded its Hut Rewards program to be the only national pizza loyalty program that offers points for every dollar spent on food ordered online, over the phone or in person. Customers can begin receiving points for orders of Cinnabon Mini Rolls immediately.
Of course, regular readers of this blog are interested and crafted by Cinnabon Mini Rolls are now available for $5.99 at Pizza Hut locations across the country, for delivery, carryout or dine-in. 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, partnerships, developing brands, unique urban clothing, grocerant positioning, Fresh food messaging, autonomous delivery, cashier-less retail, digital hand-held marketing.
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.
Do your food marketing ideations look more like yesterday than tomorrow? Interested in learning how www.FoodserviceSolutions.us can edify your retail food brand while creating a platform for consumer convenient meal participationdifferentiation and individualization?  Email us at: Steve@FoodserviceSolutions.us or visit:  www.FoodserviceSolutions.us for more information.

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