Costco has
become a destination for consumer looking for Ready-2-Eat or Heat-N-Eat fresh prepared
food according to Steven Johnson,
Grocerant Guru® at Tacoma, WA based Foodservice
Solutions®.
Regular readers of this blog understand that within the fresh food
sector the Price,
Value, Service Equilibrium is evolving and Costco is one company that is
driving change, while garnering incremental customers.
Most consumers
think of Costco as a place to buy a rotisserie chicken that is more flavorful,
fresher, and larger than other companies sell.
Most important is Costco’s rotisserie chicken is only $4.99. According to Johnson move over chicken as
consumers continue to migration to Costco’s Take-N-Bake or Ready-2-Eat fresh made
and fresh baked pizza.
In fact according to its most recent Pizza Consumer Trend
Report, found that 43% of consumers eat pizza at least once a week. The report found that Costco foodservice
consumers surveyed, called the pizza “affordable,” “delicious,” “reasonably
priced,” and “cheap,” along with being craveable and unique.
What
is important to note is that both the rotisserie chicken and pizza have consumer
definable differentiated flavor profiles that separates, elevates, and distinguishes
them from many legacy competitors.
The
report found that 49% of shoppers want more authentic pizza offerings, and 44%
of shoppers choose pizza operators who use high-quality/fresh toppings and
ingredients. Clearly Costco has differentiated authentic full-flavored fresh food
according to Johnson.
Business
Insider recently reported that Costco “sells generous pizza slices for $1.99
and whole 18-inch pies for $9.95, is now the 14th largest pizza retail chain in
the country”. That’s right Costco is the
14th largest pizza chain in the US.
It’s clear Costco is driving change within fresh food retail specifically
the Price, Value, Service Equilibrium.
Interested
in learning how Foodservice Solutions 5P’s
of Food Marketing can edify your retail food brand while
creating a platform for consumer convenient meal participation, differentiation
and individualization? Email us at: Steve@FoodserviceSolutions.us or
visit: www.FoodserviceSolutions.us for
more information.
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