Food Marketers: It’s Time to Step Up

 

In today’s hyper-competitive food industry, branding is no longer optional—it’s essential. Across every retail food channel, Ready-2-Eat and Heat-N-Eat fresh prepared food—also known as the grocerant niche—is the biggest catalyst for revenue growth, customer engagement, and brand loyalty.

Steven Johnson, the Grocerant Guru® at Tacoma, WA-based Foodservice Solutions®, explains it clearly: “Grocerant niche products are increasing top-line revenue, deepening customer continuity, and elevating bottom-line profits for both retailers and manufacturers."

But here’s the catch: only those who treat food as an "entity with identity" are truly winning.

Today’s consumers don’t just want food—they want food that tells a story, food that connects, food that feels like it belongs. To succeed, food marketers must brand everything, everywhere: restaurants, convenience stores, dollar stores, grocery stores, and online aggregators.

Let’s dive deeper into why branding matters in each channel—and look at three success stories in each that prove it’s time to step up.

 

1. Restaurants: Creating Connection Beyond the Plate

Emotional Identity Wins
In restaurants, branding isn’t just about logos—it’s about creating emotional experiences that tie customers to your food forever. When menu items have names, stories, and identities, frequency and loyalty soar.

Success Examples:

·       Chick-fil-A: Not just a chicken sandwich—it’s a brand with hospitality at its core. Their "original" sandwich is a cultural icon.

·       Sweetgreen: Each salad is a curated story, connecting seasonal ingredients with lifestyle choices, making customers feel healthier and happier.

·       Texas Roadhouse: Free peanuts, hand-cut steaks, and line-dancing staff make every visit unforgettable—brand identity is baked into every bite.

Fact: According to Technomic’s 2024 report, 71% of consumers prefer restaurants that offer a unique signature item they can’t get elsewhere.

 

2. Convenience Stores: Quick Doesn’t Mean Generic

On-the-Go Should Still Be On-Brand
C-stores are now gourmet stops. Branding your grab-and-go items transforms quick purchases into long-term relationships.

Success Examples:

·       Wawa: Their made-to-order hoagies have cult status—customers feel connected to the experience of "building" their meal.

·       Casey’s General Store: Famous for pizza, Casey’s isn’t just a gas station—it’s a pizza brand beloved across the Midwest.

·       7-Eleven: With innovations like their "Slurpee" brand, 7-Eleven turned a convenience store beverage into a pop-culture staple.

Fact: National Association of Convenience Stores (NACS) data from 2024 shows foodservice now accounts for more than 25% of C-store sales—and growing.

 

3. Dollar Stores: Affordable Doesn’t Mean Forgettable

Identity at Every Price Point
Dollar stores are increasingly a first stop for groceries. Smart branding here brings dignity and excitement to the value shopping experience.

Success Examples:

·       Dollar General’s DG Fresh: Their private-label fresh foods brand emphasizes quality without sacrificing price perception.

·       Family Dollar’s Smart and Simple: A line of basic pantry goods with friendly, easy-to-recognize branding.

·       Five Below’s Snack Section: Specialty snacks with playful, colorful branding that speaks to their young, trend-driven audience.

Fact: Dollar stores now capture over $50 billion annually in grocery sales, with food and beverage growing at 7% year-over-year (Food Institute, 2024).

 

4. Grocery Stores: Standing Out in the Aisles

Private Label is Premium Now
Grocery aisles are where branding battles are won or lost. Private labels are no longer the cheap alternative—they’re the main event when given a strong identity.

Success Examples:

·       Trader Joe’s: Every product tells a whimsical story. Shoppers feel like part of an exclusive, adventurous club.

·       Kroger’s Simple Truth: A massive success, driving billions in revenue by making natural, affordable products look aspirational.

·       Publix Deli: Publix’s fresh subs have such a fan base that they’re called "Pub Subs" by loyal customers on social media.

Fact: Private-label sales increased 13% in 2023 according to the Private Label Manufacturers Association, as consumers seek branded familiarity with value.

 

5. Online Aggregators: Brand Beyond the Platform

Visibility is Survival
On delivery apps like DoorDash, Instacart, and UberEats, thousands of choices compete in an instant. Brands that build identity dominate the screen—and the wallet.

Success Examples:

·       MrBeast Burger: A virtual restaurant brand that used influencer marketing to drive millions in revenue, proving brand power even without a storefront.

·       Wow Bao: Their online-only Asian street food offerings carry strong branding that makes them recognizable and trustworthy.

·       Gopuff: Their own private label brands (Basically and Goodnow) turn basic needs into trusted quick buys online.

Fact: The online food delivery market is expected to reach $500 billion globally by 2027 (Statista, 2024). Without a recognizable brand presence, companies risk being invisible.

 

Final Thoughts: Create Entities with Identity, or Get Left Behind

The grocerant niche isn’t just a trend—it’s the future. Consumers crave foods that feel familiar yet exciting, premium yet accessible. They reward brands that offer distinctive, differentiated products that align with their lifestyles.

Customer continuity—keeping excitement alive with every visit or order—is only possible when you treat each food item and each SKU as a unique branded entity. Flavor, price, and emotional pleasure must harmonize into a compelling story for the customer.

At Foodservice Solutions®, we believe success leaves clues—and one clue is clear: food branding is the bridge to customer loyalty and financial success.

Are you building a menu and marketplace that looks like yesterday—or tomorrow?
Are you ready for fresh ideations and new growth?

We can help.
Visit www.FoodserviceSolutions.us or contact: Steve@FoodserviceSolutions.us
Success is just one smart decision away.