Who moved? Consumers are dynamic not static and they are
in search of food discovery, new fresh food products, packaged in new avenues
of distribution, that have the ‘halo’ of better-for-you around them according
to Steven Johnson,
Grocerant Guru®
at Tacoma, WA based Foodservice Solutions®. Consumers have
not moved. Consumers today want
Ready-2-Eat and Heat-N-Eat fresh food fast.
Having spent all of my career in the foodservice
niche, never have I seen a study that says there is any channel blurring
consumers think meals, food, and eating-out or eating-in. In the minds-eye of the consumer it is not
about what channel the food is sold.
It is about when the consumer wants to
eat, what they want to eat and where they want to eat. Increasingly consumers
want to Eat-Out
while Eating-In. At the retail level
the question is not about what channel to sell a product but how do we increase
our ‘Share of Stomach’ according to Johnson.
Brand and channel protectionism are relics
of brand marketers of the 1980’s, 1990’s according to Johnson. Does your sales
building strategy look more like 1980 than tomorrows strategy? The real question brand marketers should be
asking is not how to protect the brand or channel but how to not isolate the
brand in a footprint or channel of a bygone era.
Consumers are dynamic not static brands
must be as well if not they will slowly capitulate customers until they get to
the point they cannot survive according to Johnson. Do you believe that if the consumer is in a
different channel of foodservice, then should your brand be available as an
option? This includes retailers that are selling grocerant Ready-2-Eat and
Heat-N-Eat fresh prepared, portable foods in new non-traditional avenues of
distribution.
The “brand experience gap”, that is to
say the gap in time between customers visiting their restaurants and enjoying a
great meal within the four walls of their homes or autos. Restaurants today
need to strongly consider entering new food channels with branded product which
includes some legacy products revisited, revived, and renewed if cultivating
brand relevance is important to them according to Johnson.
Do you have a Grocerant niche understanding?
Ready-2-Eat and Heat-N-Eat fresh prepared portable branded food sales can edify
your customer base, drive top line sales and bottom-line profits might just
require a grocerant opportunity assessment. http://www.FoodserviceSolutions.usof
Tacoma, WA is the global leader in the Grocerant niche providing Ready-2-Eat
and Heat-N-Eat Grocerant ScoreCards. 1-253-759-7869
Battle for Share of Stomach
No comments:
Post a Comment