Monday, January 25, 2021

Muscle Maker Grill Now Offering Direct-to-Consumer Prepared Meal Plans

Direct to consumers sales is nothing new.  Look what Amazon did with that.  Now Muscle Maker Grill is extending its brand reach via direct to consumer with a focus on fresh prepared meals and meal plans. Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions® stated “it’s about time a chain restaurant fill that space in order to drive new electricity in the brand.”

At the intersection of meal item subscriptions and menu development there is now a solution for the non-cook that wants to eat better food that can be tailored to their specific desires. Yes, once again our Grocerant Guru® is talking convenient meal participationdifferentiation and individualization as a branded meal invitation.

Muscle Maker announced the launch of Now, customers can order ready-made “healthier for you” prepared meals shipped directly to their doorstep. So, the first location to launch this program is located in the Chelsea neighborhood of NYC allowing customers within 250 miles to order their ready-made meals. Additional sites are planned to come on-line throughout Q1 and Q2 increasing the company’s reach to consumers.

Direct t Consumers will allow Muscle Maker’s strategy to focus on non-traditional locations and ways to reach new consumers that can’t travel to a local store or don’t have one near them. The company believes the restaurant industry has changed and the team at Foodservice Solutions® has been saying that for years.

Being able to reach consumers through multiple touch points is critical to Muscle Maker’s strategy. Expanding grocerant niche Ready-2-Eat and Heat-N-Eat fresh prepared meal plans shipped directly to consumers doorsteps is a new way to get the company’s healthier products into the hands of consumers through contactless delivery and convenience.

This is a new evolving business line that expands the company’s reach to consumers and includes brick-and-mortar locations, non-traditional locations such as military bases and universities, home delivery through ghost kitchens and now meal plans shipped via UPS direct to consumers. This model can work out of all existing locations, including ghost kitchens and will be offered to sell through franchise locations.

Late last year the company announced a partnership with Happy Meal Prep and has been working relentlessly to perfect their temperature-controlled boxes to ensure safe delivery of MMG’s “healthier for you” food options. Partnerships matter when you are evolving your business model according to Johnson.

Muscle Maker customers can now order ready-made, prepared meals with options including Wraps, Bowls, Pastas and Salads. There are specific dietary categories as well including Keto and Gluten Free. After a minimum order of five meals, customers can order any quantity they desire to meet their meal prep needs. Customers can leverage customer relevant technology by opting in for texts or emails to keep up to date on the brand’s latest offerings.

Mike Roper, CEO of Muscle Maker Grill, stated, “ not only creates an additional revenue stream for the company but allows for us to reach broader audiences and new market segments. This is an expansion of our strategy to get healthier food options to consumers via non-traditional locations and methods. As an expression of gratitude to our loyal customer base, for a limited time, the company will offer 15 percent off all first time delivered meal plan orders. As of today, we will be able to serve the NY, NJ, and PA markets and are seeking to open more markets as we dive into 2021.”

This partnership with Happy Meal Prep will drive new electricity, top-of-mind brand awareness, top-line-sales, bottom-line-profits, all while edifying brand relevance according to Johnson.

Johnson stated “that in my minds-eye the new electricity must be very efficient for the supply chain and includes such things as; corporate partnerships, fresh foods, online ordering, delivery, self-driving cars, plant-based foods, music, streaming, food sampling, toy’s, podcast, movies, 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 and Subway fits that bill according to Johnson.

Don’t over reach. 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 participationdifferentiation and individualization?  Email us at: or visit us on our social media sites by clicking the following links: FacebookLinkedIn, or Twitter 

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