Friday, June 4, 2021

Hell’s Kitchen Partnership Elevates Menu Branding

Ah what goes around comes around.  Regular readers if this blog know that cobranded menu items have been a ‘thing’ for as long as some white-haired food marketers.  That said I’m bald.  Ok, according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®; differentiation does not mean different it means familiar but with a twist.

In a time-starved, impatient world, full of hungry consumers, in search of fresh food discovery restaurants that form partnerships with legacy CPG companies to develop new menu items as LTO’s are simply doing what has always been done.

So, get this, virtual restaurants are growing so fast elevating a new avenue of fresh food distribution that Hell's Chicken, Uptown Burger and Chicken Tender Tribe are recrafting high-quality, menu items with a boost from Kraft Heinz' popular HONEYRACHA Sauce, A1 Steak Sauce and 57 Sauce who simply wants to sell into this new avenue of fresh food distribution. These new menu items are available now.

I suspect that this announcement marks the first of many menu promotions to be offered through a partnership between national virtual restaurant brand company Virturant and internationally recognized and respected powerhouse Kraft Heinz.

Jon Register, Virturant Founder & CEO, stated, "We're honored to partner with Kraft Heinz,"  "Kraft Heinz has some of the most iconic and trusted brands in the U.S. By partnering with them, we have the ability to bring amazing flavors and additional high-quality ingredients to our Virturant brand menus."

Each of Virturant's virtual restaurant menus can be found on UberEats, DoorDash, Grubhub, Postmates, the Virturant home page and through the individual brands.

Current menu offerings featuring Kraft Heinz products include:

Hell's Chicken:
HONEYRACHA Chicken Sandwich: Fried chicken breast, dill pickle chips and
HONEYRACHA sauce on a brioche bun.
HEINZ 57 Chicken Sandwich: Fried chicken breast, dill pickle chips and HEINZ 57® sauce on a brioche bun.

Uptown Burger:
A1 Steak Sauce Burger
HEINZ 57 Burger

Chicken Tender Tribe:
HONEYRACHA Dipping Sauce,
HEINZ 57 Dipping Sauce
A1 Steak Sauce Dipping Sauce

That’s right you guessed it, additional menu offerings will be introduced at several other Virturant brands that will serve to entice more online ordering consumers, according to Mauriello. "The restaurant business has changed forever since January 2020," he says. "More and more people are ordering their meals online and having them delivered. By incorporating high-quality, recognizable brand name ingredients, consumers know they are getting the best."

Grocerant Scorecard studies along with others have shown that consumers gravitate toward menu items with recognizable ingredients and brands. Restaurant operators have proven over the years that partnerships with soda and candy manufacturers work to attract—and keep—loyal customers. Virturant is looking forward to a mutually beneficial relationship with Kraft Heinz for the foreseeable future. How fast are you growing new customers? 

Looking for success clues of your own? Foodservice Solutions® specializes in outsourced food marketing and business development ideations. We can help you identify, quantify and qualify additional food retail segment opportunities, technology, or a new menu product segment.  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: FacebookLinkedIn, or Twitter 

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