Curating Relevance: The Grocerant Guru’s Legacy of Insights Since 1991

 

In 1991, when the food retail and restaurant industries were struggling to adapt to shifting lifestyles, one voice began cutting through the noise: Steven Johnson the Grocerant Guru® at Tacoma, WA based Foodservice Solutions®. Long before “grocerant” entered the industry lexicon, the Guru was already shaping its meaning—defining the fusion of grocery and restaurant solutions that would soon transform the way consumers eat.

For more than three decades, the Grocerant Guru® has interpreted what consumers truly hunger for: not just food, but convenience, quality, and an experience that fits seamlessly into their daily lives. With a sharp eye for actionable insights, the Guru has guided executives, entrepreneurs, and food innovators to strategies that resonate with both shoppers and diners—strategies that consistently drive results.

 

The 1990s: Defining the Grocerant

In the early ’90s, supermarkets and restaurants existed in separate silos. The Grocerant Guru® saw what few others noticed: consumers wanted ready-to-eat and ready-to-heat meals that combined the convenience of grocery with the taste and quality of restaurants. By coining and defining the term grocerant, the Guru gave food professionals a framework to seize this opportunity.

Insight: The future of food was never about retail versus restaurant—it was about convergence. Winners would be those who embraced the blend.

 

The 2000s: Staying Relevant in an Era of Expansion

As fast-casual dining surged and grocery stores poured resources into prepared foods, the Guru offered a crucial reminder: relevance drives growth. Chasing every new food fad without understanding lifestyle shifts wasted resources. Consumers didn’t just want products; they wanted solutions—whether saving time, offering healthier convenience, or creating flexible meal options.

Insight: Growth follows relevance. Solve real problems and consumers will reward you with loyalty.

 

The 2010s: Digital Disruption Meets Food Culture

Mobile ordering, online delivery, and digital platforms redefined how consumers engaged with food. The Grocerant Guru® emphasized that innovation wasn’t about adopting every shiny new tool—it was about contextual innovation. Technology had to enhance the emotional and cultural connection people share with food, not replace it.

Insight: Digital succeeds when it extends human connection and enriches the food experience.

 

The 2020s: Resilience, Relevance, and Results

The pandemic accelerated every trend the Grocerant Guru® had long championed: convenience, portability, personalization, and flexibility. Dining shifted to the home, and multi-channel strategies—from curbside pickup to meal kits—became essential. More than ever, the Guru stressed that agility and consumer empathy determine which brands rise as leaders.

Insight: In times of uncertainty, those who pivot fastest to meet consumer needs secure the future.

 

Why the Grocerant Guru’s Perspective Endures

Since 1991, the Grocerant Guru has been more than a forecaster of trends—a curator of relevance. Their insights endure because they consistently remind food professionals of core truths:

·       Consumers are dynamic—success comes from evolving with them.

·       Convenience only works when it’s paired with uncompromised quality.

·       Every detail matters—packaging, plating, and digital touchpoints all shape brand perception.

·       Consumers don’t just buy food—they buy solutions that reduce friction in daily life.

 

Looking Forward

Today’s food landscape is more fragmented than ever. Traditional retailers, restaurants, delivery platforms, meal-kit companies, and direct-to-consumer brands all compete for share of stomach. Yet the Grocerant Guru’s message still resonates: brands that curate relevant, consumer-centric strategies will win.

Just as in 1991, the Grocerant Guru® continues to serve as a compass for leaders hungry for insights that not only inform but deliver measurable results.

Think About This: For over three decades, the Grocerant Guru® has not just observed change but shaped it. Their insights have become benchmarks of success—guiding the industry toward a future where relevance is curated, not chased.

 

The Grocerant Guru’s Top 10 Lessons (1991–2025)

1.       Convergence Wins – Consumers don’t live in silos; neither should food.

2.       Relevance Drives Revenue – Solve today’s problems, not yesterday’s trends.

3.       Convenience is Currency – Every minute saved builds loyalty.

4.       Quality Cannot Be Compromised – Taste and freshness are non-negotiable.

5.       Experiences Matter – Every touchpoint—from packaging to plating—tells your brand story.

6.       Digital Should Enhance, Not Replace – Technology must strengthen human connection.

7.       Consumers Crave Solutions, Not Just Products – Position offerings as mealtime problem-solvers.

8.       Agility Beats Size – Nimble brands win in uncertain times.

9.       Packaging is Marketing – The first bite begins with the eye.

10.   Stay Consumer-Centric, Always – Enduring success means evolving with consumers, not forcing them to adapt to you.

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

Good Food News: Gen Z Showing Leadership

 

The food industry is undergoing a major transformation, driven in large part by the changing preferences and digital habits of Generation Z. From restaurants and convenience stores to grocery retailers, businesses are recognizing the need to adapt their strategies to meet the demands of this socially connected, health-conscious, and convenience-driven generation. Recent data from FMI’s "The Power of Produce 2025" report underscores how Gen Z is influencing the produce industry, leveraging social media, e-commerce, and innovative engagement strategies to shape the future of food marketing and distribution.

As the Grocerant Guru® has long pointed out, the convergence of foodservice and retail has been accelerated by younger consumers who prioritize convenience, quality, and digital discovery. Here are five ways Gen Z is showing restaurants, convenience stores, and grocery stores how to connect with consumers and stay relevant, ultimately driving top-line sales and bottom-line profits.

1. Social Media as a Discovery Engine for Food Trends

Gen Z is redefining food marketing through social media platforms like Instagram, TikTok, and YouTube. According to FMI’s report, 94% of produce shoppers actively use social media, with 36% discovering new fruits and vegetables through these channels. Retailers and foodservice operators that harness the power of visually engaging content, influencer partnerships, and interactive campaigns can drive product awareness and increase trial rates.

2. E-Commerce and Digital Integration in Food Retail

The growth of online food purchasing is accelerating, with 31% of consumers planning to order more fresh produce online next year. Gen Z expects seamless digital experiences, from mobile ordering to in-app promotions and loyalty rewards. Grocery stores, restaurants, and c-stores that optimize their digital presence with user-friendly apps, subscription-based meal services, and direct-to-consumer options will capture more of this tech-savvy audience’s spending power.

3. Convenience and Value-Added Offerings Drive Sales

Gen Z places a high value on convenience, contributing to the $14.6 billion in sales for value-added produce in 2024. Ready-to-eat meals, meal kits, and pre-cut produce are particularly appealing to this demographic. Food retailers that expand their selection of grab-and-go and heat-and-eat items while ensuring a fresh, high-quality experience will see continued growth in this sector.

4. Health and Wellness-Driven Purchasing Behavior

Health-conscious consumers are prioritizing nutrition, with 34% actively searching for healthier food options and 46% seeking more information about produce health benefits. Restaurants and food retailers that emphasize transparency in ingredient sourcing, promote plant-based and functional foods, and educate consumers through digital and in-store experiences will align with Gen Z’s lifestyle choices and increase customer loyalty.

5. Engaging Experiences that Build Community and Loyalty

Beyond just purchasing food, Gen Z values experiences and authenticity. Whether through interactive cooking classes, in-store tastings, or community-driven social media campaigns, brands that create engaging, memorable moments will build deeper connections with younger consumers. Encouraging user-generated content, rewarding brand loyalty through personalized incentives, and leveraging AI-driven personalization will further enhance engagement.

Think About This

Gen Z is leading the charge in reshaping the food industry, utilizing digital platforms, prioritizing convenience, and embracing healthier lifestyles. Restaurants, grocery stores, and convenience stores that adapt to these shifts by leveraging social media, enhancing digital experiences, and offering value-added, health-focused options will not only stay competitive but thrive. As the Grocerant Guru® has often emphasized, the future of food is all about meeting consumers where they are, and for Gen Z, that means blending the physical and digital worlds to create seamless, engaging, and satisfying food experiences.

Let’s Build a Partnership for Growth

Looking for the right partner to drive sales and amplify your marketing impact? Success leaves clues—and we may have the exact insight you need to propel your business forward.

Explore innovative food marketing and business development strategies with Foodservice Solutions®.

📩 Contact us at Steve@FoodserviceSolutions.us
🔍 Learn more at GrocerantGuru.com

What Restaurants Can Learn About Holiday Sales from Research

 

The holiday season offers a golden opportunity for restaurants to capitalize on evolving consumer behavior, particularly during Thanksgiving, where convenience and quality drive demand. Popmenu’s latest survey reveals compelling insights into how consumers are embracing Ready-2-Eat and Heat-n-Eat meal solutions, creating lucrative opportunities for innovative restaurants according to Steven Johnson Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.

Thanksgiving Dining Trends: Opportunities for Restaurants

This year, 37% of consumers plan to order takeout or delivery from restaurants for Thanksgiving—a notable rise from 32% last year. While only 5% will dine in a restaurant, down from 17% last year, the trend toward restaurant-prepared meals enjoyed at home underscores the growing appeal of meal convenience.

The average Thanksgiving dinner spend is projected at $170 per household, signaling a significant revenue opportunity for restaurants equipped to meet this demand.

Consumer Motivations: Convenience is King

Why are more consumers leaning on restaurants this holiday season?

·         75% believe it’s easier. Simplified meal prep resonates with busy households.

·         32% see it as cost-effective. Ready-2-Eat options often rival the cost of homemade meals.

·         23% are too tired to cook. For many, the holidays are about unwinding, not laboring in the kitchen.

·         22% prefer professional-quality meals. Expertise in cooking elevates the dining experience at home.

Popular Menu Picks

The traditional turkey remains the centerpiece for 87% of consumers, but versatility reigns with ham capturing 39% of main courses. Side dishes tell a story of timeless favorites:

·         Stuffing: 68%

·         Mashed Potatoes: 60%

·         Mac 'n Cheese and Sweet Potatoes: 42% each

·         Green Beans: 41%

·         Cranberry Sauce: 39%

Interestingly, 31% of consumers admit to opting for fast food during past Thanksgivings, demonstrating a willingness to embrace non-traditional options if they offer convenience and speed.

Actionable Insights for Restaurants

To thrive during the holidays, restaurants must think beyond the dining room. Here are three strategies to drive incremental sales this Thanksgiving and beyond:

1.       Optimize Meal Bundling for Families
Mix-and-match offerings that include customizable side dishes and desserts can appeal to diverse household tastes. Successful grocerant programs show that empowering customers to assemble their perfect meal drives loyalty and repeat business.

2.       Promote Early and Often
Restaurants that market holiday specials early can secure higher order volumes. Highlighting limited-time offers with visual cues like portion sizes and reviews ensures consumers feel confident in their purchase decisions.

3.       Leverage Multi-Channel Engagement
Use websites, reservation platforms, and social media to showcase menu options, availability, and ease of ordering. A seamless digital experience mirrors the convenience consumers seek in Ready-2-Eat holiday meals.

The Big Picture: Consumer Migration to Easy Solutions

As Brendan Sweeney, CEO of Popmenu, notes, “Ordering in or dining out for Thanksgiving is becoming a new tradition for consumers who just want to relax and enjoy a meal vs. serving as the family chef for the day.” Some restaurants have seen Thanksgiving pre-orders reach $50,000, proving the potential of holiday sales.

Looking ahead, December holds similar opportunities, with 28% planning to rely on restaurants for Christmas and 35% for New Year’s Eve. Restaurants that refine their holiday strategies now are poised to reap rewards across the season.

By aligning with evolving consumer expectations for convenience, cost, and quality, restaurants can transform the holidays into a platform for long-term growth. As the Grocerant Guru®, I remind you: Holiday success isn’t just about the food—it’s about creating a seamless, stress-free experience for your guests.

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

Gen Z and Millennials: The Relevance of Timely Content

 

From the bustling aisles of your favorite restaurant, deli, or convenience store to the dynamic feeds of social media platforms, one thing is clear: capturing the attention of Gen Z and Millennials is crucial for any brand's success. Steven Johnson the Grocerant Guru® at Tacoma, WA based Foodservice Solutions®, has said confidently, understanding and leveraging creator-generated content is a game-changer. Let's dive into the fresh facts and insights from a recent consumer sentiment survey commissioned by NCSolutions (NCS) to explore why this timely content matters more than ever.

The Influence of Creator-Generated Content

Creator-generated content, often referred to as influencer content, has become a driving force in consumer purchasing decisions. According to the NCS survey, nearly half of Americans (48%) have purchased a product they saw featured in creator-generated content on an entertainment app or social media platform. This impact is even more pronounced among younger generations: two-thirds (66%) of Generation Z and more than half (55%) of Millennials have made purchases based on influencer content.

Engagement and Emotional Connection

The survey reveals that Americans feel a range of emotions when they encounter influencer-generated advertising. Nearly half (47%) feel entertained, and 43% are prompted to research the product. Additionally, 24% are likely to share the endorsed product with friends and family, and 23% feel inspired. These responses highlight the power of emotional engagement in driving consumer action.

For brands, this means that incorporating influencer-generated content into marketing strategies can enhance both reach and resonance. Deirdre McFarland, chief marketing and communications officer of NCSolutions, emphasizes this point: "Given the growth of creator-generated content and the quality and size of the audience that these social/entertainment platforms attract, brands have an opportunity to complement their branded marketing campaigns with these influencer-created ads."

Generation Z: Leading the Charge

Generation Z, those born between 1997 and 2012, demonstrates a particularly strong affinity for creator-generated content. The survey found that 37% of Gen Zers appreciate creators sharing personal aspects of their lives, compared to 23% of all other generations. Furthermore, 27% of Gen Zers feel strongly connected to influencers, and 27% believe influencers endorse only top-quality products. This trust and connection make Gen Z a prime target for brands looking to build lasting relationships.

More than one in five Gen Zers trust influencers and their recommendations (21%), and 16% feel represented by creators. These figures are significantly higher than those of older generations, underscoring the unique bond between Gen Z and influencers. For brands, tapping into this connection can lead to increased loyalty and sales.

Key Elements of Effective Content

Understanding what makes creator-generated content effective is essential for brands aiming to engage younger audiences. Humor tops the list, with 50% of Americans citing it as the most appealing attribute of influencer ads. "How-to" videos (40%), music (37%), authenticity (34%), storytelling (33%), and product suggestions (27%) also resonate strongly with viewers.

As McFarland notes, "Knowing the elements that consumers like the most and drive purchase behaviors is vital intel for brands." By incorporating these elements into their influencer partnerships, brands can enhance their creative impact and drive incremental sales.

Economic Impact

The influence of creator-generated content extends across income levels. The NCS survey found that 52% of consumers earning $100,000 annually made a purchase based on influencer content, while 46% of those earning $50,000 to $99,000 and 41% of those with incomes less than $50,000 did the same. This widespread impact highlights the broad appeal of influencer marketing.

Strategic Implications for Brands

To stay relevant and drive growth, brands must recognize the value of timely, creator-generated content. By aligning with the right influencers and incorporating key content elements, brands can create memorable and impactful campaigns. As McFarland concludes, "Pairing your brand with the right creator not only raises the power of creative but also enhances brand connections, allowing advertisers to make lasting impressions with consumers."

Think About This, Gen Z and Millennials are more than just demographics; they are dynamic, influential consumers who respond to authentic, engaging content. Brands that embrace this shift and invest in creator-generated content will not only capture the hearts and wallets of these generations but also pave the way for sustained growth and success in the ever-evolving marketplace.

Don’t over reach. Are you ready for some fresh ideations? Do your food marketing ideations look more like yesterday than tomorrow? Interested in learning how Foodservice Solutions® 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 the following links: Facebook,  LinkedIn, or Twitter

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