When a grocery store keeps
churning ‘restaurant’ style’ concepts or restaurants within their four walls it
is a clear signal that customer relevance is fleeting according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice
Grocers are so used to trying
to be all things to all people, there are times that they forget that the
average customers that enters their stores buys only 100 different items a year; and that they simply buy
them over and over again. The food
business in not brain surgery, it is a science with well-defined customer
focused paths to success according to Johnson.
What many within the grocery
sector forget is the customer evolves every day, every week, every year and
simply doing what your brand has done in the past and doing it the same way
will not drive relevance. You can churn concept after concept and unless you
evolve the result will be the same.
In most cases a grocer will
get incremental trial with a new concept but each of the new concept will have
a defined ‘shelf-life’ within a grocery store. Just like a CPG product does.
Sure, Mariano’s has
turned food shopping into a community experience. The profitable in that experience appears
lacking and Kroger bought Mariano’s with the hopes of reducing the lack of
profits while simultaneously garnering incremental knowledge on the
‘experience’ of Mariano’s grocerant niche Ready-2-Eat and Heat-N-Eat fresh food.
I guess that did not work out so well.
We have three questions for the team at Grocery
store try restaurant style offerings:
1. What is the monthly visit frequency of your top 5% of customers?
2. What is the monthly visit frequency of consumers eating Starbucks
3. What is the number one service deli item sold at your service deli
month after month?
Do you know why those questions are important? If not, you ready for some fresh ideations? Do your food marketing ideations look more like yesterday than tomorrow? Interested in learning how www.FoodserviceSolutions.us can edify your retail food brand while creating a platform for consumer convenient meal participation, differentiation and individualization? Email us at: Steve@FoodserviceSolutions.us or visit: www.FoodserviceSolutions.us for more information.