Thursday, February 11, 2021

The NPD Group has a new Serious Competitor

The NPD Group, was once the leading foodservice menu management authority in the world, certainly in the United States according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.  While NPD continues to be ranked as the 8th largest market research company in the world, operating in 20 countries, competition continues to intensify looking at ‘Share-of-Stomach’.

Recenlty, King-Casey and Personica (FishBowl), are two companies specializing in restaurant data analytics focusing on marketing and menu mix, announced they are working together to help restaurant brands optimize their menus.  They are going to do that by combining King-Casey’s in-depth research of customer attitudes and behavior with Personica’s best-in-class data and pricing analytics, this partnership will help joint clients increase profitability with low-risk enhancements to menu content and prices.

Let’s face it, at the intersection of convenience store retail and restaurant all food marketers what to know what consumers are eating and when.  We all know that menus are becoming increasingly digital, there are opportunities for brands to create custom menus based on location, guest demographics, purchasing behavior, and more. Using data gathered from POS and online ordering systems along with consumer insights gained through in-depth research. This is a hot area and competition will help drive more powerful insights according to Johnson.

Now that, King-Casey and Personica can make recommendations to optimize restaurants’ menu strategy, design, content, and pricing structure in a way that promotes profitability while encouraging repeat customers it is taking direct aim at Crest and Menu Price Track products.

Tom Cook, Principal of King-Casey stated, “The beauty of this approach is that it’s based on methodologies that our firms have proven over the years,” … “For more than 30 years, we’ve been helping restaurants increase sales and profits by applying our customer-centric menu optimization process. Now, Personica’s analytical skills and algorithms enable us to develop and test different product and pricing strategies to determine which are best for improving business performance.”

Ted Babcock, Vice President Analytics Services of Personica stated, “Our data-driven approach improves menu profit for our clients, without negatively impacting customer buying patterns and behavior,” adds. “While we focus on analyzing data that shows customers’ actual buying behavior, King-Casey brings the ability to understand the sentiments driving that behavior. By working together, we can provide clients a powerful combination of recommendations to optimize their menu.”

Invite Foodservice Solutions® to complete a Grocerant Program Assessment, Grocerant ScoreCard, or for product positioning or placement assistance, or call our Grocerant Guru®.  Since 1991 Foodservice Solutions® of Tacoma, WA has been the global leader in the Grocerant niche. Contact: or 253-759-7869

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