Wednesday, April 5, 2023

Building your Brand Connecting with Customers Counts


Steven Johnson Grocerant Guru® at Tacoma, WA based Foodservice Solutions®, stated “the very first things all food retailers must do is delivery on their brand promise.  They do that by serving hot food hot, cold food cold, with a smile.”  Just by doing that much you are looking a customer ahead.

Once you do that you are well on your way. In today’s world your brand’s sign along the side of the road has been replaced by the information super highway that is hand held. Brands can make meaningful connections with their fans and build brand loyalty with hand held marketing.

It’s no secret that service delis, restaurants, c-stores, need to be on some sort of social media that finds it way into the ‘smart phone’ of your targeted customer.

Did you know that no matter the platform, though, customers who engage with brands via social media are loyal: 57 percent of consumers spend more with brands they follow online? And if they do have a bad interaction with your brand, 40 percent of the time they are more willing to give your brand a second chance than if they didn't follow you. Some things don’t change you need a smile at your front door and online.


Most restaurants, bodegas, grocery stores are aware that they need to be on social media, most don't have a specific strategy in terms of content production that is in line with there brand promise.  So, if you are in need of an integrated digital strategy. You just might want to take a look at Bounteous as the co-innovate social media strategies with clients to edify their brands online relationships.

In case you did not know Bounteous, partnered with Wawa.  one of the largest and most beloved convenience retailers in the United States — to help connect with customers on social media and grow their following from zero to 2.6 million followers and 2.5 million monthly engagements. They did that by leveraging three unique kinds of content. Here is what Bounteous had to say about it:

Relatable Content

“Relatable content acknowledges that you understand the consumer experience. It should be something with which they can identify, whether purely entertaining or something more profound that pulls on the heartstrings.

Often, relatable content is made from the point of view of the consumer. In other words, what they are experiencing when they come into your store and what matters to them. It could be something as simple as being hungry, thirsty or needing fuel — or something more intrinsic, like the feeling you get when you are greeted by name by your favorite cashier.

Relatable content should be bite-sized, snackable and immediately identifiable as something to which customers can relate. For example, Wawa created a TikTok video about moving to an area without a Wawa store that resonated deeply with the brand's loyal fans. People tagged friends who they used to go on "Wawa Runs" with, and shared touching conversations in the comments section.

Social media is all about being a conduit for those kinds of connections.

Educational Content 

Educational content is anything that informs consumers of what's happening in your store, or what products and services are available. It's not a direct pitch, but rather something that lets customers know what they can expect when they come to your store in a relatable way. 

Did a new menu item come out? Does your business have strong sustainability practices? Do you give back to the community and if so, how? 

One of Wawa's most successful TikTok campaigns featured the convenience retailer's line of zodiac-themed specialty drinks. Not only was it fun (people love to rep for their own astrological sign), but it also educated customers about the beverage menu and was one of the brand's all-time most successful campaigns.

Incentives & Promotions

A widely used social media marketing tactic is to offer specials specific to certain platforms. This could be a sale, a discount, a promotional item or period or a memorable experience delivered in a community-driven way. 

One strategy is incentivizing loyalty, such as signing up for a rewards app or loyalty program or following the brand on its social channels. For example, a post that said "If this tweet gets 5,000 likes, we will give everyone 10 percent off coupons" would fall under incentives and promotions. It's not so much about the bottom line as it is about bringing everyone together. 

Incentives and promotions are not necessarily discounts. Instead, they are anything that encourages followers to engage with you. It might come packaged as sales or discounts, but also could be sweepstakes, sales or special giveaways that only happen on social media.

When it comes to social media, understanding the relationship between your brand and consumers is the key to creative success. With these three pillars of social media content and a bit of imagination, brands can make meaningful connections with their fans and build brand loyalty.”  Are you thinking hand held marketing yet?

Foodservice Solutions® team is here to help you drive top line sales and bottom-line profits. Are you looking a customer ahead? Visit for more information or contact: Remember success does leave clues and we just may the clue you need to propel your continued success.

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