Tuesday, May 4, 2021

Rutters Limited Time Offers Equals Relevance


We have all heard the old adage out with the old, in with the new.  At Rutters in with the ‘old’ via a limited time offer (LTO) adds customer relevance, edifying a partnerships that can pay dividends according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.

Ok, so Rutter’s and Hormel Foods are bringing some innovation and new electricity to their long-standing partnership by adding the food company’s iconic SPAM family of products to Rutter’s featured food menu for a limited time. (Regular readers of this blog know that SPAM is one of the very few CPG products to have i’s own website.)

Rutters, new SPAM brand menu, which will be available through July, includes seven featured food items available at the Rutter’s kiosk and hot hold. Customers will be able to choose several options featuring the SPAM brand including: a SPAM burger, two types of SPAM breakfast sandwiches, SPAM grilled cheese, SPAM macaroni and cheese, a warm SPAM and cheese pretzel roll sandwich and a SPAM breakfast bowl.

Chad White, Rutter’s foodservice category manager, stated, “Hormel Foods has been a great, long-time partner for Rutter’s, so we’re excited to add iconic SPAM products to our menu,” … “We’re always looking to innovate to meet our customers’ needs and we can’t wait for them to fall in love with our new SPAM brand menu options.”

Rutter’s has an award-winning grocerant menu, that currently incorporates a variety of Hormel Foods products. As both companies looked to expand their partnership, the idea of a SPAM brand limited time offering came to life. The convenience store chain’s desire to continually differentiate their customer offering makes these SPAM brand offerings a perfect addition to their food service menu.

How is your brand building new electricity? According to Johnson, “Brand relevance is in part driven with innovation in new menu related products in combination with new avenues of distribution all of which are the platform for the new electricity.”

Johnson stated “that in my minds-eye the new electricity must be very efficient for the supply and includes such things as fresh foods, music, developing brands, unique urban hemp clothing, grocerant positioning, fresh food messaging, autonomous delivery, cashier-less retail, plates, glasses, cash-less payments, digital hand-held marketing.

All retailers to survive the next generation of retail must embrace the artificial intelligence revolution while simultaneously embracing fresh food that is portable, fresh, with differentiation that is familiar not different.  How is your brand building new electricity?

Foodservice Solutions® specializes in outsourced business development. We can help you identify, quantify and qualify additional food retail segment opportunities or a new menu product segment and brand and menu integration strategy.  Foodservice Solutions® of Tacoma WA is the global leader in the Grocerant niche visit us on our social media sites by clicking one of the following links: Facebook,  LinkedIn, or Twitter

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