When all
of the facts shout out ‘get on board’, there are times you simply have to put
your head down and jump in according Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice
Solutions®.
When it comes to delivery the facts are clear: “By 2023, the
global food delivery mobile app market that was put at $3.78 billion in 2017
should grow to a whopping $16.61 billion in value, which is a compound annual
growth rate of 27.9 percent, according to Allied Market Research.”
Jumping
into delivery is simply not that easy, here is an example how Blaze Fast-Fire’d Pizza had to create a new
size pizza and form a new partnership to help evolve the brand. That platform is a large 14-inch pizza as
part of a campaign to grow its digital delivery and carryout business. The
partnership is with Postmates.
Jim
Mizes, CEO and president stated “Most delivery pizza is consumed at home with
family and friends,” “Since 2012, Blaze Pizza has focused on the dine-in
experience—serving personal size pizzas at lunch speed and lunch price
point. Adding large pizzas will allow us to serve the at-home market,
too.”
Large
pizzas are similar to the chain’s original 11-inch personal pizzas—made with
fresh dough and real ingredients—but their 14-inch size, cut into 8-slices,
make them perfect for sharing. Pizza varieties include Build-Your-Own,
Meat Eater, Green Stripe, Veg Out, BBQ CHKN, and Red Vine.
“Now you
can get real artisanal pizza in a more sharable size delivered to your house,”
says Brad Kent, Executive Chef. “When compared to processed pizza made
with frozen dough and cooked in a conveyor-belt oven, our large pizzas are a
real game changer.” New products and new
points of distribution create new electricity
according to Johnson.
Once again,
I ask, how is your brand creating new electricity? According to Johnson,
“Brand relevance is in part driven with innovation in new menu related 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, free food / sampling,
toy’s, beer, developing brands, unique urban clothing, grocerant
positioning, Fresh food messaging, autonomous delivery, cashier-less
retail, plates, glasses, cash-less payments, digital hand-held marketing.
All
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.
Consumer like Eating-Out when Eating-In. It’s time to call the Grocerant Guru®
Are you ready for
some fresh ideations or new partnerships? 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 participation, differentiation and individualization? Email us at: Steve@FoodserviceSolutions.us or visit: www.FoodserviceSolutions.us for more
information.
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