The retail foodservice industry at the turn of the last century was dominated my mom and pop grocery stores. Today, there are 29 restaurants (albeit many not open) for every grocery store in the United Sates. Food retailers particularly restaurants have aggressively demonstrated a nimbleness to evolve with consumers that will not end with COVID 19. While all of our lives have been disrupted, our need, and love of fresh food with flavor has not diminished nor will the industry stop evolving. There is a battle for ‘Share of Stomach’ and according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions® all things equal there will be winner in the battle for share of stomach. We know who. Do you?
Evolve or Die
All retail is in a battle against COVID-19. Grocery stores are carrying an operational burden currently. Dollar stores can’t keep either Ready-2-Eat or Heat-N-Eat in stock and seem to be beneficiaries along with convenience stores that are smaller selling fresher faster food and beverage. While independent restaurants, chain restaurants, and consumers have two things is common that is the desire to simply survive and how best to evolve with customer acceptance and relevance.
Battle for Share of Stomach
That said it is at the intersection of food safety, and personal safety that restaurants will once again enjoy a ‘full house’. What that looks like is a branded message, upon a proven platform of food safety, and consumers safety.
Grocerant Niche Meals
Restaurants are retailers too. All restaurants should partner with their suppliers in order to offer incremental mix and match meals, meal components that they specialize in, with flavors they are known for with for take-out in addition to the meal the consumer buys in house. Doubling the check average, increasing share of stomach all while reducing consumers time out in public, thus keeping them safe.
Simply put; focus on the Grocerant niche as prior to C-19 it was the fastest growing sector of foodservice for the past 8 years and customer adoption, migration, and enjoyment had never been higher according to Foodservice Solutions® Grocerant Scorecards.
Integrating branded marketing messaging for the menu and those items for both takeout and delivery is the foundation for building a ‘higher check average’. That should be done by focusing on meals. The same items should be available for take-out and delivery in both Ready-2-Eat and Heat-N-Eat fresh formants on their website, app, and via phone.
Restaurant branded takeout and delivery are now avenues of distribution that cannot be denied, discounted, or discontinued. All food retailers need to edify their brand messaging to reinforce all avenues of distribution while focusing on meals and meal components that can be bundled into the “perfect mix & match family to help consumers answer the question; What’s for Dinner. Are you growing ‘Share of Stomach’?
For international corporate presentations, regional chain presentations, local educational forums, or keynotes contact: Steven Johnson Grocerant Guru® at Tacoma, WA based Foodservice Solutions. His extensive experience as a multi-unit restaurant operator, consultant, brand / product positioning expert and public speaking will leave success clues for all. For more information visit GrocerantGuru.com, FoodserviceSolutions.US or call 1-253-759-7869
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