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
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