Mom and Dad are Tired of Cooking

 

Grocerant niche Ready-2-Eat and Heat-N-Eat fresh prepared food had been driving customer migration in every sector of retail foodservice for the past 17 years.  Digital natives specifically Gen Z and Millennials can’t seem to put their phones down.  Ordering food on line is as natural to them as staying home for school. 

It should of no surprise that today half of all married parents are using restaurant loyalty programs to gain more value out of their food orders according to Paytronix Systems. The ability to mix and match meal components for delivery or pick up is so natural and common place most retailers don’t know what part of the meal they are not providing according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.

 Once again Paytronix Systems published a new study, “Delivering on Restaurant Rewards,” which finds that the digital food ordering shift is strongest among households with children. The latest Delivering on Restaurant Rewards report, produced with PYMNTS.com, explores the ways that restaurant loyalty programs can better engage with families. 

Regular readers can download the full report: Delivering on Restaurant Rewards: Families and Online Ordering

 So, here is some of what they found: “Household food order spending varied by the type of families that placed food orders, however. Married couples with children spent more on food orders than any other type of household in 2020, having placed an average of 96 QSR orders and 86 sit-down restaurant orders using a variety of digital channels and spending an annual total of $7,792 online. Married couples without children spent less on online food orders in the last year than any other household type, spending just $2,204. Single consumers spent an average of $3,122 on online food orders in the year since shutdowns began, by comparison according to Michelle Tempesta, head of marketing for Paytronix Systems, Inc. Here is more:

 ·         Online Ordering– While 25% of couples with children say they are ordering more food online and less on-site since the pandemic's onset, only 12 percent of married couples without children and 18 percent of singles say the same. 

·         Loyalty Programs– The research shows that 39 percent of married parents and 40 percent of single parents say that loyalty and rewards programs would encourage them to spend more on their food orders. 

·         Online Payment-- Forty-four percent of married parents would spend more on food orders if they could pay online. Thirty-seven percent of single parents would spend more on food orders if they could place them via app. 

Tempesta continued, “Parents have a lot on their plate, especially during the pandemic. Many are now working from home and have their kids right beside them all day, so it’s no surprise that they are looking for ways to make their lives easier,” said. “As restaurants create a cohesive physical and digital experience, it will be important to understand what levers truly drive purchasing behavior.”  

For international corporate presentations, regional chain presentations, educational forums, or keynotes contact: Steven Johnson Grocerant Guru® at Tacoma, WA based Foodservice Solutions.  His extensive experience as a multi-unit restaurant operator, consultant, brand / product positioning expert, and public speaking will leave success clues for all. For more information visit GrocerantGuru.com, FoodserviceSolutions.US or call 1-253-759-7869

Dunkin’ Driving Donuts Home

 

Partnerships matter for branded chain restaurants and Dunkin is one beverage / coffee company that has excelled with tis partnerships of late according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®. Dunkin continues to elevate brand value driving new electricity into its relationship with consumers.

So, when CarMax, Inc. and Dunkin’ began inviting people to “do donuts” during their 24-Hour Test Drive – the delicious kind with frosting and sprinkles you just know it would be fun. Through May 16, CarMax  customers who participate in the 24-Hour Test Drive will receive a $10 Dunkin’ gift card to keep their daily routine running during their test drive—and that of course means a trip to the Dunkin’ drive-thru for their favorite coffee and donut order.

Once again Dunkin is leveraging the value of its brand to drive home a message on one of its core products donuts, leveraging interactive participatory food marketing according to Johnson.

Sarah Lane, Vice President, Marketing at CarMax, stated, “At CarMax, we believe the car-buying experience should be as enjoyable as possible while ensuring customers feel confident with their decision, which is why we introduced 24-Hour Test Drives as part of CarMax’s Love Your Car Guarantee,”. “We want customers to experience a day in their life with their new ride and since America Runs on Dunkin’, we know that includes a trip through the Dunkin’ drive-thru for their favorite order. Collaborating with Dunkin’ on “Doin’ Donuts” makes CarMax’s 24-Hour Test Drive experience that much sweeter.”

So, get this, customers at participating CarMax locations who take a 24-Hour Test Drive will receive a creative checklist of ideas to help ensure they are getting the most out of their 24 hours — such as taking their dog for a drive, packing the trunk with their favorite cargo to ensure it fits, and of course, visiting a drive-thru to make sure the cupholder can fit their Dunkin’ Iced Coffee. What are you waiting for?

 Customers who share about their 24-Hour Test Drive experience on Twitter or Instagram by tagging @CarMax, #DoinDonuts, and #24HrTestDrive can participate in a sweepstakes in which 24 people have the chance to win free donuts for a year and a “Doin’ Donuts” signature donut holder. More information on official rules, eligibility, and participating locations can be found at carmax.com/doindonuts.

Melanie Rabino, Director, Brand Engagement at Dunkin, stated,  “You never truly know if a car is right for you until you’ve taken through a Dunkin’ drive thru’. “Making sure your new vehicle’s cup holders perform perfectly in holding your Dunkin’ Iced Coffee, or other go-to order, is the perfect test.”

It’s just gets better, as actress, New York Times best-selling author, and podcast host Busy Philipps is also joining in on the fun. She’s as busy as ever, and with a CarMax 24-Hour Test Drive, she can take her test drive on the go. Whether she’s running errands or headed to her next acting gig, Busy is demonstrating via Instagram what she recommends doing during a test drive to ensure a car meets all her needs before committing. And of course, she can’t start the day without a pick-me-up from Dunkin’.

Busy Phillips, stated  "Everyone wants to be in control of their car buying decisions,”. “CarMax not only made my experience fun, but they also provided ease and confidence with a 24-Hour test drive fueled by Dunkin’. Having the car for a full day gave me the ability to see and learn every feature and how it seamlessly fit into my busy schedule.”

CarMax’s 24-Hour Test Drive offering is a part of the company’s signature experience — the Love Your Car Guarantee — providing unrivaled peace of mind and buyer confidence as customers experience a day in their life with a new ride prior to purchase. CarMax’s Love Your Car Guarantee also includes a 30-Day Money Back Guarantee, giving customers 30 days to fall in love with their car or return it for a full refund up to 1,500 miles. This offering is unmatched in the automotive industry. How is your brand building new electricity?

According to Johnson, “Brand relevance today is in part driven with innovation in new menu related products in combination with new avenues of distribution all of which are the platform for the new electricity.”

Johnson stated “that in my minds-eye the new electricity must be very efficient for the supply and includes such things as fresh foods, developing brands, unique urban hemp clothing, grocerant positioning, Fresh food messaging, autonomous delivery, cashier-less retail, plates, glasses, cash-less payments, digital hand-held marketing.

All retailers to survive the next generation of retail must embrace the artificial intelligence revolution while simultaneously embracing fresh food that is portable, fresh, with differentiation that is familiar not different.  How is your brand building new electricity? According to Johnson.

Are you looking for a new partnership to drive sales? Are you ready for some fresh ideations? Do your food marketing tactics look more like yesterday that tomorrow?  Visit GrocerantGuru.com for more information or contact: Steve@FoodserviceSolutions.us Remember success does leave clues and we just may have the clue you need to propel your continued success.