Sunday, March 24, 2019

Delivery, Technology will Drive Food Sales and Blaze Pizza wants to Grow

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 can edify your retail food brand while creating a platform for consumer convenient meal participationdifferentiation and individualization?  Email us at: or visit: for more information.

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