In today's food landscape, clinging to brand protectionism
is a recipe for irrelevance according to Steven Johnson Grocerant Guru® at
Tacoma, WA based Foodservice
Solutions®. Consumers, especially Millennials, have moved on—and they're
not looking back. What they value now is discovery: new flavors, time-saving
solutions, and value for money. If your brand isn't evolving with them, you're
missing out on the massive growth opportunities that come with fresh meal and
meal component discovery.
Millennials Drive Omni-Channel Growth
Millennials are at the forefront of the food revolution,
driving the growth of Omni-Channel food retail. The success of Ready-2-Eat and
Heat-N-Eat fresh prepared foods isn't just a trend; it's a disruptor that's
reshaping the industry. These convenient options are not only boosting sales
and profits within traditional distribution channels but also capturing market
share in non-traditional spaces. Legacy food retailers who fail to keep up are
losing ground to more agile competitors who understand that today's consumers
demand more than just a product—they want an experience.
Abandon Brand Protectionism
The days of overprotecting your brand are over. Sticking to
a narrow focus that worked 20 years ago is a surefire way to lose relevance.
Most legacy food brands have perfected their supply chains and carved out their
niches, but in doing so, they've also set boundaries that are now limiting
their growth. The consumer playing field has been redefined by time and
technology. To remain relevant, your brand must become dynamic again, evolving
with the fresh food movement and embracing the growing demand for take-out and
take-away options.
Customer Actions Drive Outcomes
Is your leadership team playing it safe? The old "do
no harm" mantra of the 1980s, 1990s, and 2000s has no place in today's
fast-paced market. In the grocerant niche, vertical integration within an
existing brand can ignite a new level of excitement across the entire company.
When sales grow, so do opportunities for advancement, creating a buzz that
customers can't help but notice. Sticking to the same old routine is boring—for
both your team and your customers. But when a company is on the move, consumers
take note and reward that momentum.
Consumers Are Dynamic, Not Static
Change is not just inevitable; it's desirable. Consumers
today are dynamic, and they crave brands that reflect that dynamism. When you
vertically integrate change into your brand and align it with consumer values,
you don't just ride the wave—you create it. Change may follow a bell curve, but
by staying ahead of it, you can make the entire process exciting for your
customers. If you resist change, you're missing out on the velocity and energy
that could propel your brand forward.
Elevate Brand Relevance
Are you ready to make a real impact on your company, or are
you content to maintain the status quo? The ability to evolve a brand at the
speed of today's market is unprecedented. The difference between the work you
do and the impact you have has never been more critical. Fresh food retailing
is evolving at breakneck speed—just look at the Dollar Store format selling
more food, or Walgreens successfully offering fresh foods. Is your brand
keeping up?
Springboard to Profitability
Waiting, watching, or blaming the economy won't get you
anywhere. Redefining your brand with consumer relevance will either position
you for a positive spin-off or springboard you to the next level. Legacy
organizations need to recognize that springboards can do wonders for your team,
your shareholders, and your overall profitability.
Foodservice
Solutions®: The First Clue
Limited Time Offers (LTOs) are your ticket to driving
top-line sales and bottom-line profits while steering your brand in a new
direction. But are your LTOs leading the way, testing the waters, or just
mimicking the competition without a clear strategy? In today's market, only
those who dare to innovate will succeed. It's time to abandon the old playbook
and embrace the future of fresh meal and meal component discovery. Your
customers are ready—are you? Looking outside the ‘box’ can drive top-line sales
and bottom-line profits.
Do your food
marketing ideas look more like yesterday than tomorrow? Interested in learning
how our Grocerant Guru® 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: us on our social media sites by clicking one of
the following links: Facebook, LinkedIn, or Twitter
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