Understanding the power of partnerships to drive brand messaging is but one reason Tim Hortons has grown to over 4,800 units in Canada and the United States. Few brands are at the center of the grocerant niche with Ready-2-Eat and Heat-N-Eat fresh prepared food and beverages, however Time Hortons is one of them according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.
When it comes to understanding the undercurrents driving customer migration from legacy brands too grocerant niche food retailers, that accentuate the value of brand messaging, that includes the attributes of the ‘halo’ of ‘better-4-you’, Tim Hortons will drive new electricity into brand while expanding the ‘better-4-you’ branding messaging shelf-life according to Johnson.
When Tim Hortons announced that new Tupperware reusable containers will be available as part of the Loop program on-site at participating Tim Hortons restaurant location’s they edified brand relevance with consumers worldwide.
In case you did not know, Loop is a global reuse platform enabled by a multi-stakeholder coalition of manufacturers, retailers, and consumers that aims to Eliminate the Idea of Waste®. Loop partners with brands and retailers to shift from a disposable to durable supply chain which enables consumers to responsibly shop for a wide variety of commonly used products. Loop is live in the UK, France, US, Canada, Japan and at www.Loopbyulta.com . Next year it will be live in Australia making it a truly global movement. To learn more about Loop, visit www.exploreloop.com.
In a Battle for Share of Stomach
the 'Halo' of Better-4-You
So, aimed at reducing packaging waste through a circular recycling system, Tupperware is able to bring its decades of knowledge in product design and reusability to contribute to the circular recycling model. Tupperware, a 75-year old company, has deep experience and knowledge in engineered resin and sustainable plastics technology.
Hector Lezama, President of Commercial Business Expansion at Tupperware, stated, "We are excited to bring Loop's brand partners, like Tim Hortons, the opportunity to access and leverage our rich heritage in reusability to help bring more consumers into the fold on what it means to reduce their single-use footprint,". … "This partnership aligns to our purpose to nurture a better future every day by bringing to life sustainable options in the quick service industry. We look forward to seeing how this pilot program performs."
The test pilot with Tim Hortons is Tupperware's first foray into the market as a part of its partnership with TerraCycle's Loop, and will advance Tupperware's No Time to Waste® initiative to significantly reduce single-use plastic and food waste. Additional reusable package options created by Tupperware will be available to more of Loop's brand partners in 2022.
According to Johnson, “Brand relevance is in part driven with innovation in new food products in combination with new avenues of distribution all of which are the platform for the new electricity.” That said, what are you waiting for?
Johnson stated “that in my minds-eye the new electricity must be very efficient for the supply and includes such things as fresh foods, packaging, developing brands, unique urban 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.
Are you looking for a new unique partnership to drive sales? Are you ready for some fresh ideations? Do your food marketing tactics look more like yesterday that tomorrow? Visit GrocerantGuru.com for more information or contact: Steve@FoodserviceSolutions.us Remember success does leave clues and we just may have the clue you need to propel your continued success.
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