Kroger 'Fresh and Friendly' This Week

When your strategy fails, you rebrand. Guess what to the amazement of no one, Kroger’s is rebranding again.  Foodservice Solutions®, Grocerant Guru®, Steven Johnson stated “once again Kroger is rebranding to mask the miss-steps within their strategy. 

Of all the grocery retailers Kroger’s portfolio of stores look more like yesterday food retailers than todays or tomorrows in the mind-eye of Johnson.

Kroger’s logo and “fresh and friendly” brand transformation campaign begins with a series of animated characters called “Krojis,” or Kroger emojis.  That’ no joke. They are cartoon caricatures pointing out the brands “difference and provide a unique look and feel cutting through what officials called a “sea of sameness”. They will stand out in an era od rebranding Look for Kroger to begin rebranding in April, 2020.

Mike Donnelly, Kroger’s chief operating officer, said in a statement. “Kroger chose ‘Fresh for Everyone’ as our leading brand message because it is inclusive, clear and memorable and supports our vision of serving America through food inspiration and uplift. So, just what does that mean.  Donnelly is off to a rough start in the minds-eye of Johnson.

“Kroger said it was launching a mass media campaign to amplify its new brand transformation, using retail, TV and radio broadcast, digital, print, social, podcast, cinema, outdoor and TV and music streaming services.”  Note to self:  a grocery store TRANSFORMATION has to start with the stores.

If you’re a food retail operation and your stores look more like yesterday than today or tomorrows one thing is clear its time to evolve. Are you looking a customer ahead?

Foodservice Solutions® specializes in outsourced business development. We can help you identify, quantify and qualify additional food retail segment opportunities or a new menu product segment and brand and menu integration strategy.  Foodservice Solutions® of Tacoma WA is the global leader in the Grocerant niche visit Facebook.com/Steven Johnson, www.Linkedin.com/in/grocerant/ or www.twitter.com/grocerant/