Tuesday, September 22, 2020

Dickey's Extends Omnichannel Approach


Driving brand awareness in 2020 requires at minimum an omnichannel approach according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®. Regular readers of this blog know that an omnichannel approach is simply not enough to drive new electricity into a brand.

Johnson stated “that in my minds-eye the new electricity must be very efficient for the supply chain and includes such things as fresh foods, online ordering, delivery, plant based foods, sampling, toy’s, cereal, developing brands,  grocerant positioning, fresh food messaging, autonomous delivery, cashier-less retail, plates, glasses, cash-less payments, digital hand-held marketing.

All food and beverage retailers to survive the next generation of retail must embrace the artificial intelligence revolution while simultaneously embracing fresh food and beverages that are portable, fresh, with differentiation that is familiar not different.  Does your retail path forward look more like yesterday than tomorrow? Why?  So, just what is Dickey’s doing now.  Let’s look.

So, Dickey’s Barbecue Pit is giving fans unfettered access to restaurant-quality cuts of meat, premium pre-cooked sides and desserts with the launch of their newest line of retail products. With nearly 80 years of restaurant experience Dickey’s unveiled an entire new line-up of retail products on their At Home site including ready-to-heat sides and dips such as queso blanco, buffalo chicken dip, scalloped potatoes and broccoli casserole.

Remember that this is only a product line extension.  That in and of itself will not drive new electricity.  The extension consists of hand-selected cuts of beef, poultry, pork and fish including wild caught mahi mahi, Atlantic salmon, filet mignon, boneless ribeye and a variety of other hand-trimmed, premium-grade proteins available for delivery exclusively on athome.dickeys.com.

says Laura Rea Dickey, CEO of Dickey’s Barbecue Restaurants, Inc stated “As a 79-year-old family restaurant we’ve taken our industry knowledge and curated a selection of proteins, southern-style dips and sides to give folks direct access to premium restaurant-grade products. When grocery shopping, it can be overwhelming trying to decide on the right cut of meat or if you’re getting a quality product at a fair price, but our selection is hand-picked to eliminate that stress by bringing only the finest cuts of proteins directly to one’s doorstep,”.

Dickey’s selection of fine meats offer peace of mind to consumers at home as every product is 100% natural, USDA inspected and must pass the brand’s rigorous test of quality, which means all products must be sustainably raised and include no added hormones, antibiotics or preservatives. Each cut is hand-trimmed by master butchers and is immediately sealed and flash frozen to ensure every product is delivered at its peak freshness. So, what is missing here elevated customer relevance.  So, there is our viewpoint on customer relevance.

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 participationdifferentiation 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

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