Einstein Bros Bagels has learned the power of
partnerships can drive new electricity for its brand according to Steven Johnson,
Grocerant Guru® at Tacoma, WA based Foodservice Solutions®. If success leaves clues than Einstein Bros Bagels has picked up one very
important one on how to drive brand relevance via partnerships.
Sodexo, Inc. and Starship Technologies revealed that an
extra 1,500 breakfast orders have been delivered autonomously shortly after the
two companies joined forces to debut the Starship delivery robots on the campus
of George Mason University.
To help
celebrate the launch of a fleet of more than 30 robots on campus and raise
awareness of the breakfast offerings, the companies are partnering with Einstein Bros. Bagels and offering free breakfast for
the remainder of the academic year to the NAU student who places the first
order via the Starship app. The school’s nearly 25,000 students and faculty can
now use the Starship app (iOS and Android) to order food and drinks from local
retailers to be delivered anywhere on campus, within minutes. So, how are you
adding relevance to your brand? Are you looking a customer ahead?
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
food 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.
Are If 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.
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