When Celebrity Chefs Help—and When They Can Hinder: Four Examples

 

1. Wahlburgers at Hy‑Vee: A Brand Mismatch

In 2017, Hy‑Vee partnered with Wahlburgers—led by the celebrity Wahlberg brothers—to bring the burger chain into its grocery locations as a store‑within‑a‑store concept. Over time, however, the partnership failed to align with the needs of both parties. Hy‑Vee, strong in grocery operations, lacked restaurant‑style execution; Wahlburgers found the setup wasn’t reflective of its brand identity. By early 2025, Hy‑Vee had closed all 79 in‑store Wahlburgers, replacing them with its own Market Grille concept. This case underlines how even big names can underperform if operational synergies and brand coherence aren’t there.

2. Jeff Mauro’s Pork & Mindy’s: Expansion Without Control

Celebrity chef Jeff Mauro—Food Network star and "Sandwich King" host—launched Pork & Mindy’s, a BBQ‑styled casual chain expanding in Chicago-area groceries and standalone venues. However, rapid expansion, loss of alignment with partners, and ultimately bankruptcy derailed the venture. It’s a reminder that culinary fame doesn’t automatically translate to sustainable retail operations.

3. Tom Kerridge’s Gastropub Range at M&S: Pricey but Premium

In the UK, Michelin-starred chef Tom Kerridge’s “Gastropub” dine‑in meal deal at Marks & Spencer aimed to elevate grocery offerings. While some customers appreciated the new, quality-driven dishes, many criticized a steep 25 % price hike from £12 to £15—and changes like removal of chips—despite the celebrity pedigree. It illustrates the risk when cost-sensitive consumers feel celebrity-linked products don’t match value expectations.

4. Jamie Oliver & Sainsbury’s: Ethical Tensions

Jamie Oliver was highly visible in advertising for Sainsbury’s supermarkets in the UK in the 2000s, imbued with his "healthy eating" ethos. But he later criticized the supermarkets’ junk food offerings, sparking friction with leadership and leading to the end of the partnership after over a decade. It highlights how shifting public messaging from the celebrity and brand can create conflict.

 

When It Works: Two Success Stories

1. Paul Hollywood’s Ready‑to‑Bake Range in UK Retail

Celebrity chef Paul Hollywood’s ready‑to‑bake breads brought artisanal bakery quality to mainstream UK supermarkets. This well‑aligned endorsement successfully appealed to home bakers seeking quality—and scaled across retail effectively.

2. Robert Irvine’s Fitcrunch High‑Protein Baked Goods in the US

Robert Irvine co‑founded Fitcrunch, delivering high‑protein baked snacks that tapped into his chef credibility and fitness positioning. The brand saw a remarkable 52 % revenue growth in just three months through late 2024, before being acquired—demonstrating that chef‑led food brands can flourish in niche, value‑driven segments.

 

Wawa & Sheetz: Building Fresh-Food Empires Without Celebrities

While celebrity chef endorsements can be hit or miss, Wawa and Sheetz have built strong, chef‑free fresh food offerings with their own cooks and internal menu innovation. They've carved out a reputation as destination “grocerants”—grocery‑meets‑restaurant convenience stores.

Wawa: A Food-Forward Playbook

·       Relentless growth into new markets, including Ohio, Indiana, Tennessee and North Carolina, supported by local hiring and community launches.

·       Menu as a platform, not a list. Pizza (4 p.m.–3 a.m.) and hoagies use the same build-your-own logic, boosting perceived control and attachment rates.

·       Food drives visits and dwell. Chains that prioritize food innovation attract longer visits and stronger traffic growth.

Sheetz: Operational Innovation = Brand

·       Invented MTO culture. Sheetz launched Made-to-Order (MTO) in 1986 and pioneered touchscreen ordering in the early 1990s, hard-wiring customization into the brand.

·       Scaling with discipline. Sheetz recently opened its 800th store and is expanding into new markets, including Michigan.

The Market Tailwind

·       Prepared foods = growth engine. In U.S. c-stores, foodservice has overtaken cigarettes as the largest in-store category; prepared food makes up ~68% of foodservice sales.

·       Demand for “real meals.” Fresh, customizable foods increase dwell times and repeat visits.

 

Grocerant Guru® Insights: Why Wawa & Sheetz Succeed

1.       Platform > product. Hoagies, bowls, burritos, and pizzas are configurable platforms—new flavors can be added without re-training.

2.       Dayparts that overlap. Breakfast burritos all day, pizza late night, espresso anytime widens demand windows.

3.       Digital first = higher checks. Kiosks and apps increase upsells and speed while simplifying complexity.

4.       Operational simplicity before sizzle. Focus on SKU rationalization and execution before layering marketing hype.

5.       Bundle for value. Meal deals (main + side + drink) protect value perception without racing to the bottom.

6.       Speed + quality beats drive-thru dogma. Strong in-store flow and digital pick-up keep quality high and waits short.

7.       Local launch playbooks. Wawa and Sheetz build demand through community launches and local PR.

 

Today’s Example: Guy Fieri’s Flavortown Hits Convenience Stores

In a recent strategic move, Guy Fieri partnered with Circle K and Holiday Stationstores (owned by Couche‑Tard) to launch a bold “Flavortown” line of over‑the‑top menu items—Mac N’ Cheese Burger, Candy Chaos Cookie, Denver Omelet on Cheddar Bun, Churro Crunch Roll, and more. Rollout began across 10 states including Washington and Minnesota, with eventual nationwide plans.

This is promising because it came after operational improvements, efficiency gains, SKU rationalization, and stronger foodservice execution—preconditions CEO Alex Miller emphasized as necessary before launching this chef-driven program. Early results are encouraging: Couche‑Tard saw nearly 40 % growth in bundled meal deals, 4.5 % overall foodservice growth, and a 500‑basis‑point margin lift—notably, food was a key driver in returning to positive same‑store sales in the U.S. for the first time in quarters.

 

Key Lessons: Celebrity Chef Endorsements in Food Retail

Key Factor	Insight
Operational Readiness	Chef branding can supercharge food programs—but only after strong operational foundations are in place.
Brand Fit & Control	Better outcomes when chef vision matches retailer execution (e.g., Fitcrunch, Paul Hollywood).
Pricing Sensitivity	Premium pricing must deliver perceived value—otherwise backlash is swift.
Consistency Over Time	Diverging messaging (e.g., Jamie Oliver & Sainsbury’s) can sink long-term deals.
Build Identity Internally	Wawa and Sheetz prove that chef-free innovation can create lasting loyalty.

 

Think About This

Celebrity chef endorsements can be powerful accelerators—providing credibility, trend momentum, and marketing lift. But without operational readiness or product‑market fit, they may falter (as with Wahlburgers/Hy‑Vee or Pork & Mindy’s). Success stories (like Paul Hollywood’s range or Fitcrunch) underscore relevance and alignment. Importantly, Wawa and Sheetz demonstrate that building a trusted, quality‑focused fresh‑food brand without celebrities is often the most sustainable path.

And the Guy Fieri–Circle K collaboration shows the opposite path now succeeding—because it came after operational groundwork, proving that “celebrity power” plus baseline readiness can indeed win in the convenience retail arena.

Are you ready for some fresh ideations? 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

From Treats to Mini-Meals: The Evolution of Snacking

 

Snacking has deep roots in food culture, dating back to ancient times when travelers carried dried fruits, nuts, and breads as quick sustenance. In the 19th century, as industrialization reshaped lifestyles, snacks like crackers and pretzels became convenient, portable foods for workers. By the mid-20th century, snacks were marketed primarily as treats — potato chips, candy bars, and soft drinks were positioned as indulgences rather than necessities.

Fast-forward to the 21st century, and the lines between meals and snacks have blurred. Today, “mini-meals” are a staple of modern eating patterns. According to Conagra Brands and Circana, the U.S. snack market reached $148.6 billion in annual sales as of March 2024, reflecting the central role snacking now plays in daily life.

Who Buys vs. Who Eats the Most

·       Purchasing Power: Millennials (ages 27–42) are the largest buyers of snacks, driven by busy schedules, family demands, and health-conscious purchasing. They prioritize protein-forward and better-for-you options, aligning with Conagra’s data showing rapid growth in protein snacks and lunchbox staples.

·       Consumption Leaders: Gen Z (ages 11–26) eats the most snacks per capita. This group leans into adventurous, global flavors (pickle, sriracha, gochujang) and sees snacks not just as food, but as cultural exploration. Gen Z’s influence has accelerated the rise of bold, experimental flavors.

From Quick Bites to Mini-Meals

The transition from a “treat” to a “mini-meal” has been fueled by three shifts:

1.       Nutrition & Functionality: Snacks like jerky, protein bars, and trail mixes provide satiety, energy, and wellness benefits.

2.       Convenience: Away-from-home occasions are projected to grow 39% by 2027, underscoring the role of grab-and-go formats.

3.       Lifestyle Fit: Instead of three sit-down meals, many Americans now graze throughout the day — often replacing lunch with multiple mini-meals.

Success Stories Across Channels

Restaurants:

1.       Starbucks pioneered “Protein Boxes” — snack-sized assortments of cheese, eggs, fruit, and nuts that function as complete mini-meals.

2.       Chili’s leveraged snack culture with its “Triple Dipper” appetizer sampler, designed for shareable snacking that blurs the line between starters and entrees.

Convenience Stores:

1.       7-Eleven expanded its 7-Select line with protein packs and international-flavored chips, catering to both wellness and flavor-seeking customers.

2.       Casey’s General Stores has seen growth in pizza slices and hot grab-and-go snack sandwiches, bridging traditional snack cravings with meal replacement.

Grocery Stores:

1.       Trader Joe’s thrives on bold snack innovation, from chili-lime cashews to pickle-flavored popcorn — aligning with the “Flavor Explosion” trend.

2.       Kroger has strategically devoted end-cap displays and coolers to single-serve hummus, veggie packs, and branded meat sticks, making snacks more visible as meal alternatives.

The Grocerant Guru’s Insight

Foodservice strategist Steven Johnson, known as the Grocerant Guru®, at Tacoma, WA based Foodservice Solutions®, has long argued that the future of food lies in “mix-and-match meals,” where snacks, sides, and prepared foods converge. His analysis reinforces that snacks are not a side business — they are core to driving traffic and loyalty.

Retailers and restaurants that integrate snacks into menus, shelf space, and promotions are tapping into consumer demand for flexibility, flavor exploration, and wellness. Whether through cobranded bites, globally inspired flavors, or protein-forward packs, the key is positioning snacks not as indulgences, but as essentials for modern eating.

Think About This

As Conagra’s “Future of Snacking 2025” report highlights, snacks have become the main event. Consumers expect protein, portability, and personality in their snack choices. The winners will be those who innovate boldly, allocate prime space to snackable items, and embrace the cultural shift where the snack is the meal.

Success Leaves Clues—Are You Ready to Find Yours?

One key insight that continues to drive success is this: "The consumer is dynamic, not static." This principle is the foundation of our work at Foodservice Solutions®, where Steven Johnson, the Grocerant Guru®, has been helping brands stay relevant in an ever-evolving market.

Want to strengthen your brand’s connection with today’s consumers? Let’s talk. Call 253-759-7869 for more information.

Stay Ahead of the Competition with Fresh Ideas

Is your food marketing keeping up with tomorrow’s trends—or stuck in yesterday’s playbook? If you're ready for fresh ideations that set your brand apart, we’re here to help.

At Foodservice Solutions®, we specialize in consumer-driven retail food strategies that enhance convenience, differentiation, and individualization—key factors in driving growth.

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Why Starbucks and Chipotle Will Struggle in September

 

September has never been kind to brands that overprice, underdeliver, and lean too heavily on nostalgia. Unfortunately for Starbucks and Chipotle, that’s exactly where they stand in the minds-eye of Steven Johnson Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.  Once disruptive darlings, both chains now look more like bloated relics, clinging to strategies from yesterday while consumers migrate to fresher, cheaper, and more relevant options.

 

History’s Lesson: Premium Arrogance Always Backfires

Starbucks and Chipotle built their reputations by charging more and pretending it was “worth it.” A latte was not just coffee; it was “the third place.” A burrito wasn’t just fast food; it was “Food With Integrity.” But history shows consumers only tolerate inflated narratives until economic reality smacks them in the wallet.

In the 1990s, fast-food giants duked it out on the dollar menu. Starbucks and Chipotle positioned themselves above it—smugly insulated, or so they thought. Then the 2008 recession exposed the flaw: Starbucks shuttered 900 stores, Chipotle slowed expansion, and both brands watched as cash-strapped consumers traded down. Fast forward to 2025, and we’re staring at the same story: inflation fatigue, shrinking discretionary income, and families choosing practical meals over pricey branding gimmicks.

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September: The Month When Customers Walk

September magnifies what these brands don’t want to admit: their prices are too damn high. Starbucks is trying to push $6–$8 drinks when Wawa, Circle K, and 7-Eleven offer coffee for under $3—and often fresher. Chipotle is charging $12 for a burrito bowl, while regional grocers and C-stores bundle full meals for $7–$9.

This isn’t trading down—it’s trading out. Customers aren’t embarrassed to leave Starbucks or Chipotle anymore. They’re proud to tell friends they got a better meal, faster, for half the price at Costco, Publix, or Casey’s. September becomes the breaking point: brand loyalty evaporates when the paycheck doesn’t stretch.

 

Leadership That Looks Stuck in Yesterday

The real rot shows up at the top. Starbucks keeps recycling Howard Schultz and his disciples like some corporate time warp. Chipotle’s leadership is safe, slow, and addicted to quarterly performance tweaks instead of bold, forward-looking moves.

Meanwhile, competitors like Sweetgreen and Cava are merging tech fluency with lifestyle relevance. They’re designing brands for tomorrow. Starbucks and Chipotle? They’re stuck in a loop—slapping seasonal flavors on stale concepts and praying nostalgia can mask irrelevance. It can’t. Not in September. Not anymore.

 

Four Uncomfortable Truths from the Grocerant Guru®

The Grocerant Guru®, Steven Johnson, has been sounding the alarm for decades. His insights cut through corporate spin and show exactly why Starbucks and Chipotle will stumble:

1.       Grocerants Are Winning the War – 30% of out-of-home meals now come from supermarkets. They’re cheaper, fresher, and closer to home. Chipotle and Starbucks aren’t just losing to restaurants—they’re losing to grocery stores.

2.       Bundles Beat Branding – Consumers crave meal deals under $10. Grocers deliver them daily. Starbucks’ stale muffin + latte combo and Chipotle’s overpriced burrito bowl look laughable by comparison.

3.       Consumers Want Flexible Meals, Not Stuck-in-the-Box Portions – Today’s eaters want items they can portion, reheat, or share. Starbucks’ sugar bombs and Chipotle’s calorie bricks don’t flex to modern life.

4.       Iteration is Death, Innovation is Life – Pumpkin spice drinks and limited-edition salsas are not innovation—they’re lazy iteration. Real innovation marries food, technology, and lifestyle. That’s why Starbucks and Chipotle feel like yesterday’s brands.

 

Think About This: The Fall From Cool to Commodity

Starbucks and Chipotle once defined the cultural food moment. Now, they look like overconfident monopolists pricing themselves into irrelevance. September will not be their friend—it’s the month when consumers tighten belts, rebel against overpriced brands, and discover fresher options.

Without a leadership reset and a willingness to fight on value, Starbucks and Chipotle aren’t just at risk of struggling in September. They’re on track to become the Blockbuster and Barnes & Noble of foodservice: brands that thought their story was timeless—until customers wrote a new one.

Are you ready for some fresh ideations? 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