When Whole Foods opened its new Atlanta store its
integrated market messaging was ‘local – fresh food’ touting sustainable
foodservice as a solution for meals, meal prep, meal components, with a trendy
buzz word food hall experience without being a trend only location but rather a
‘better for you’ food solution according to Steven Johnson, Grocerant Guru® at Tacoma, WA based
Foodservice Solutions®.
Whole
Foods understands the undercurrents driving customer relevance and it is evolving
its brand messaging creating a new electricity for consumers while edifying it’s
longstanding messaging of ‘better-for-you fresh food’ according to Johnson.
How
is your brand building 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 in
Atlanta its all about ‘local’. That is a
very smart and good move on the part of Whole Foods.
Whole
Foods emphasized that the “food hall experience” includes the Canopy Court,
14th Street Bar, Capital Experience and Farm Burger, all offering exclusive
food menus, curated selections of locally sourced beer and wine as well as
Wi-Fi. Whole Foods is designed so
customer can enjoy ‘eating-in or eating-out’.
This new
store platform once again elevates the customer relationship with an
interactive participatory atmosphere that brings a ‘closeness and relevance’ to
the top five customer touchpoints according to Johnson.
Complementing
those touch point while extending the ‘eating-in & eating-out’ the new midtown
Atlanta Whole Foods also features a range of hot and cold prepared food bars
with seasonal dishes and options for special diets.
Yes,
they have all the regulars Whole Foods customers expect including “build-your-own
avocado toast and lettuce wrap bars; a skillet bar offering items such as fried
chicken, wings and fried fish; a salad bar and soup wells; self-serve pizza;
sushi from Genji; a station serving made-to-order sandwiches; rotisserie
chicken; plant-focused grain bowls; and seasonally rotating culinary popup
stations. In addition, a detox juice bar provides made-to-order smoothies,
juice shots, cold-pressed blends and açai bowls.” How are you building new electricity for your
brand?
Are you looking for a
new partnership to drive sales? Are you ready for some fresh ideations? 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.
Great blog. All posts have something to learn. Your work is very good and i appreciate you and hopping for some more informative posts. Juice delivery atlanta
ReplyDelete