Building
a retail food brand that garners the attention of consumers at the most common
points of purchase will drive top-line growth and bottom-line profits while edifying
brand value according to Steven Johnson Grocerant Guru® at Tacoma, WA
based Foodservice Solutions®. If you’re building a grocerant brand you, are you
building a brand for today, or tomorrow.
It’s
at the intersection of consumers never ending question; What’s for Dinner and
Where to Get Dinner that they are looking for solutions according to Johnson. Panera
Bread launched Panera Grocery Rewards—a national reward program that sits
at the nexus of the company’s leading loyalty program, growing CPG business and
in-café offerings and they clearly want to be that solution.
Here
is how the program works; customers who spend $20 on Panera goods in the
grocery store can scan their receipts to receive a $5 electronic gift card for
use in café, and the program is slated to run through the fall.
The
objective of the campaign is to create top-of-mind awareness of Panera’s
grocery products, drive long term loyalty with Panera’s grocery products
and encourage shoppers to visit the café.
Panera
is one of the first in position to offer a program like this, with MyPanera
leading the industry as the largest restaurant loyalty program with 52+ million
members. Additionally, the company has steadily grown a robust lineup of
packaged foods that spans over 10 categories – including refrigerated soup,
refrigerated mac & cheese, refrigerated salad dressing, packaged coffee,
artisan bread, refrigerated bowls and refrigerated flatbread pizza. Customers
can shop a wide range of options at top retailers like Kroger, Publix, and Walmart
among others.
Panera
Grocery Rewards will be promoted across a fully-integrated campaign, including
dedicated emails to MyPanera members, paid media across Meta’s platforms,
in-grocery POP across the country and a national Planet Fitness partnership with
awareness in over 2,500+ clubs.
Are
you building a brand for yesterday, today, or tomorrow?
Invite Foodservice Solutions® to complete a Grocerant ScoreCard, or for product positioning or placement assistance, or call our Grocerant Guru®. Since 1991 Foodservice Solutions® of Tacoma, WA has been the global leader in the Grocerant niche. Contact: Steve@FoodserviceSolutions.us or 253-759-7869
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