Foodservice Solutions® Grocerant Guru® Steven Johnson ask can you
afford to sit back and wait for the COVID-19 vaccinations to reach 100% of your
consumers? The time to look a customer
ahead is now. You have a choice barrow money and wait it out, hoping all of
your customers return or you can fight the tenancy of compliancy and opt for a
degree of consternation as you move forward with new menu items in new avenues
of distribution.
So. back in the day (2009), Domino’s awoke from a long period of brand
protectionism practices, self-imposed rules that contributed to stifling sales
growth, product quality, and a loss of customer relevance. Domino’s was the first major retail brand to
discard it core product for and completely new one since the failed rebranding
of Coco Cola. It was a huge risk. Guess
what Domino’s won.
Domino’s
did what no other restaurant chain did; they stopped doing what they always had
done and moved forward focused on the customer. In short, they abandoned brand protectionism.
It is not back to the
basics. It was a macro step, not a micro
step. It was a step into the future of
brand marketing, positioning, and essential for legacy brands continued
consumer relevance. Abandoning brand protectionism
means repositioning a product or a company focusing on the core foundation of
the legacy product with a dramatic shift in contemporized customer
relevance. Simply put incremental steps
are not enough today.
In
Seth Godin's book Purple
Cow where an entrepreneur wants to recapture some of the magic that the
brand at one time had. Godin suggests that the key to success is finding a way
to stand out and be remarkable, like a purple cow in a field of regular cows.
That’s what Domino’s did and the company has never looked back.
Domino’s same-store
sales have risen 19 percent on a two-year basis, which six years later and with
a recession in the middle is not bad at all. They continue to rise.
Rebuilding customer
relevance is important if a brand somehow grows out of touch. In the case of Domino’s abandoning brand protectionism
contributed to drive top line sales and bottom-line profits, driving customer
relevance and sales momentum resulting in same-store sales in international
markets rose 7.7 percent in the quarter in 2015. Growth can happen when both
the franchisee and customers are happy at chain restaurants. The customer is dynamic not static any your
brand must be as well.
Food retailers that
do not evolve be warned that the rest of will be reading headlines that C-level
change is coming or came at your company. Without bold new leaders many legacy
retail food brands may simply become non relevant. In the event that they are
more about their brand than the consumer they will simply fall to the way side.
Do you need outside eyes to help drive top line sale and bottom-line profits?
Consternation is not a bad thing. It can be both
uncomfortable and rewarding. Are you trapped doing what you have always done
and doing it the same way? Interested in
learning how Foodservice Solutions FIVE P’s of Food Marketing 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: www.FoodserviceSolutions.us for more information
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