Where do you sell your food? Having spent all of my career in the foodservice niche, never have I seen a study that says there is any channel blurring. Simply put channel blurring is a myth. All studies on the contrary see more advantages than disadvantages too selling branded food in multi-channels according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.
Brand protectionism is a relic of brand marketers of the 1980’s, 1990’s according to Johnson. Does your sales building strategy look more like 1980 than tomorrows strategy? The real question brand marketers should be asking is not how to protect the brand or isolate the brand but how to best bridge the challenge of established customer deferred buying.
Consumers are dynamic not static brands must be as well if not they will slowly capitulate customers until they get to the point they can not survive according to Johnson. Do you believe that if the consumer is in a different channel of foodservice, then should your brand be available as an option? This includes retailers that are selling grocerant Ready-2-Eat and Heat-N-Eat fresh prepared, portable foods in new non-traditional avenues of distribution.
We continue to call this the “brand experience gap”, that is to say the gap in time between customers visiting their restaurants and enjoying a great meal within the four walls. Restaurants today need to strongly consider entering new food channels with branded product which includes some legacy products revisited, revived, and renewed if cultivating brand relevance is important to them according to Johnson.
Understanding how Ready-2-Eat and Heat-N-Eat fresh prepared portable branded food sales can edify your customer base, drive top line sales and bottom-line profits might just require a grocerant opportunity assessment. http://www.FoodserviceSolutions.usof Tacoma, WA is the global leader in the Grocerant niche providing Ready-2-Eat and Heat-N-Eat Grocerant ScoreCards. 1-253-759-7869