Fresh Meal and Meal Component Discovery: A Disruptive Force

 

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