The grocerant niche continues to drive sales in every sector of food retail according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®. One of the key hallmarks driving growth within the grocerant niche is the ‘halo’ of better for you according to Johnson.
Kum & Go has opened a new ‘urban’ store focusing one the ‘halo’ of better for you and urban consumers extending the Kum & Go brand to a new cohort group (urbanities). Johnson, stated when in Rome act like a Roman. Simply put; evolve your brand and give the urbanities what they want.
So, that is exactly what Kum & Go did. The first urban store now offers pizza, sandwiches, salads and select high-end wine, liquor, and beer but gone is the roller grill.
The team at Foodservice Solutions® reports that from the very first grocerant scorecard and our blog Roll, Roll, Roll Away Roller Grill to the last one completed this spring consumers believe that the roller grill is a sign that the brand has not evolved enough for them. While, many buy the hot dogs, and other undated snacks on the grill 81.4% said it was not their first choice but price was the key driver.
Extending the halo of better for you, they will also focus on sustainability that is an important path to purchase for urbanites. Here is an example the from the company “customers' purchases will be put in reusable cloth bags as opposed to plastic grocery bags. And, as part of a nationwide move at all of its stores, it will feature compostable silverware and straws, recyclable cups and lids, and post-consumer recycled food packaging. The change will reduce the amount of flood plastic used in the company's food operations by more than 90 percent.”
Can your brand travel? Do you practice brand protectionism? We know why your brand need to be dynamic not static. Success does leave clues and giving the consumer what they want is a clue to remember.
Are you ready for some fresh ideations? Do your food marketing ideations look more like yesterday than tomorrow? Interested in learning how Foodservice Solutions® 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 us on our social media sites by clicking the following links: Facebook, LinkedIn, or Twitter