Building your Brand Connecting with Customers Counts

 

Steven Johnson Grocerant Guru® at Tacoma, WA based Foodservice Solutions®, stated “the very first things all food retailers must do is delivery on their brand promise.  They do that by serving hot food hot, cold food cold, with a smile.”  Just by doing that much you are looking a customer ahead.

Once you do that you are well on your way. In today’s world your brand’s sign along the side of the road has been replaced by the information super highway that is hand held. Brands can make meaningful connections with their fans and build brand loyalty with hand held marketing.

It’s no secret that service delis, restaurants, c-stores, need to be on some sort of social media that finds it way into the ‘smart phone’ of your targeted customer.

Did you know that no matter the platform, though, customers who engage with brands via social media are loyal: 57 percent of consumers spend more with brands they follow online? And if they do have a bad interaction with your brand, 40 percent of the time they are more willing to give your brand a second chance than if they didn't follow you. Some things don’t change you need a smile at your front door and online.

 

Most restaurants, bodegas, grocery stores are aware that they need to be on social media, most don't have a specific strategy in terms of content production that is in line with there brand promise.  So, if you are in need of an integrated digital strategy. You just might want to take a look at Bounteous as the co-innovate social media strategies with clients to edify their brands online relationships.

In case you did not know Bounteous, partnered with Wawa.  one of the largest and most beloved convenience retailers in the United States — to help connect with customers on social media and grow their following from zero to 2.6 million followers and 2.5 million monthly engagements. They did that by leveraging three unique kinds of content. Here is what Bounteous had to say about it:

Relatable Content

“Relatable content acknowledges that you understand the consumer experience. It should be something with which they can identify, whether purely entertaining or something more profound that pulls on the heartstrings.

Often, relatable content is made from the point of view of the consumer. In other words, what they are experiencing when they come into your store and what matters to them. It could be something as simple as being hungry, thirsty or needing fuel — or something more intrinsic, like the feeling you get when you are greeted by name by your favorite cashier.

Relatable content should be bite-sized, snackable and immediately identifiable as something to which customers can relate. For example, Wawa created a TikTok video about moving to an area without a Wawa store that resonated deeply with the brand's loyal fans. People tagged friends who they used to go on "Wawa Runs" with, and shared touching conversations in the comments section.

Social media is all about being a conduit for those kinds of connections.

Educational Content 

Educational content is anything that informs consumers of what's happening in your store, or what products and services are available. It's not a direct pitch, but rather something that lets customers know what they can expect when they come to your store in a relatable way. 

Did a new menu item come out? Does your business have strong sustainability practices? Do you give back to the community and if so, how? 

One of Wawa's most successful TikTok campaigns featured the convenience retailer's line of zodiac-themed specialty drinks. Not only was it fun (people love to rep for their own astrological sign), but it also educated customers about the beverage menu and was one of the brand's all-time most successful campaigns.

Incentives & Promotions

A widely used social media marketing tactic is to offer specials specific to certain platforms. This could be a sale, a discount, a promotional item or period or a memorable experience delivered in a community-driven way. 

One strategy is incentivizing loyalty, such as signing up for a rewards app or loyalty program or following the brand on its social channels. For example, a post that said "If this tweet gets 5,000 likes, we will give everyone 10 percent off coupons" would fall under incentives and promotions. It's not so much about the bottom line as it is about bringing everyone together. 

Incentives and promotions are not necessarily discounts. Instead, they are anything that encourages followers to engage with you. It might come packaged as sales or discounts, but also could be sweepstakes, sales or special giveaways that only happen on social media.

When it comes to social media, understanding the relationship between your brand and consumers is the key to creative success. With these three pillars of social media content and a bit of imagination, brands can make meaningful connections with their fans and build brand loyalty.”  Are you thinking hand held marketing yet?

Foodservice Solutions® team is here to help you drive top line sales and bottom-line profits. Are you looking a customer ahead? Visit GrocerantGuru.com for more information or contact: Steve@FoodserviceSolutions.us Remember success does leave clues and we just may the clue you need to propel your continued success.

At Urban Plates Pricing is Customer Relevance

 

What are you working on at your restaurant?  Are you redesigning your footprint for operational efficiencies, fixing the supply chain, getting new quotes on paper supplies, selecting new uniforms?  I’m sure you are busy remember however that what ever you do it must have a positive effect on customer relevance. 

There is nothing more relevant today to consumers than price.  According to Steven Johnson Grocerant Guru® at Tacoma, WA based Foodservice Solutions®, “if you want to garner new customers and or increase the frequency of customer visits you had better be honed in on the price you charge for everything.”

Urban Plates understand just how relevant pricing is too consumers. At a time when many restaurants are raising prices, the chef-driven concept, is doing the opposite. Urban Plates recently announced it is dropping prices on a selection of some of the restaurant’s most popular salads, sandwiches, and bowls. Additionally, Urban Plates has expanded its Everyday Value Menu to include 13 meals for under $13.

Ok, the selection of meals with lower prices include: 3 Chicken Tender Plate with two sides; 6 Chicken Tender Feast with 2 house made dipping sauces and grilled artisan bread; Salmon Caesar Salad; Steak Salad; Chicken Cobb Salad; and Chicken Caesar Salad.

Expanding relevance, Urban Plates has also expanded the lineup of items on its Everyday Value Menu and revamped prices to start at just $9.95. The 3 UP Plate, which includes a choice of three scratch-made sides, the Caesar Salad, and the House Salad are all just $9.95.

Now there are other affordable options, now all under $13, include: an all-new 2 Chicken Tender Plate; Moroccan Chicken Braise; Beets + Avocado Bowl; Chargrilled Cheeseburger + Fries; Grilled Chicken Sandwich; Portobello Mushroom Sandwich; Crispy Chicken Tender Sandwich; Nashville Hot Chicken Tender Sandwich; Chili Glazed Grilled Tofu Bowl; Local Mixed Beet Salad; and the 4 UP Plate for those who want to make a meal of four scratch-made sides.

Saad Nadhir, CEO and Co-Founder of Urban Plates, stated, “Finally, some good news on inflation,”… “Costs on some key raw ingredients have eased recently and we’re passing the savings along to our Guests so they can continue to enjoy wholesome meals at even more affordable prices. Of course, our portion sizes, ingredient quality and friendly service are not changing.”

Edifying the relationship even more customers can save even more with Urban Plates subscription program, Plate Pass. For $5 a month, Guests get a 20% discount for themselves and everyone on their entire check (for up to 15 entrees) including desserts, beverages, wine and craft beer, and add-ons including extra protein or sides. Plate Pass can be used for dine-in or takeout purchases. 

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

Gen Z are Not Millennials, Not Gen X They are Different

Do you know who spends the most at your brand, who spends the most, who looks for your stores the most?  Is it Gen Z, Millennials, Gen X, Baby Boomers? The more important is the question who will be spending the most at your locations over the next 10 years?  According to Steven Johnson Grocerant Guru® at Tacoma, WA based Foodservice Solutions® Gen Z will soon be more important to your band than any other demographic.

Today the oldest members of Generation Z are coming of age and poised to become the most racially and ethnically diverse generation yet. That according to Mintel in addition they believe brands must start to recognize concerns particular to this group if they want to successfully connect to them.

Once again in a new report, Mintel breaks down three key findings brands will need to know about successfully marketing to Gen Z consumers. We think you should know this information as well so we are going to share information gleaned from the report.  

So, “Gen Z is the first generation to grow up with smartphones, tablets and platforms like social media and YouTube as the norm. The oldest Gen Z members (born 1996) were 11 when iPhones first launched (2007) and 14 when the iPad was introduced (2010).

Admit it or Not

You Are in a Battle for

Share of Stomach

Generation Z members media habits and usage of digital technology will force businesses to approach them differently than previous generations. They are intolerant of traditional ads, which makes them tune out, but are open to being influenced by people they genuinely trust, including celebrities and micro-influencers (who Gen Z find more authentic and emotionally appealing).

What’s troubling about that for example is Gen Z members once embraced Kanye West, then dropped him faster than any brand could have imagined.  That’s and example of being youthful, problimic if you a brand endorsing West.  

So, Mintel thinks that Gen Z's usage of social media is a behavioral trait that also sets them apart, while simultaneously creating new avenues for marketers to connect with them. The cohort has a tendency to shop with smartphones, so brands and retailers should continue to leverage digital channels where these consumers typically find content to drive discovery, engagement and, ultimately, purchases, according to Mintel. Here lets see some more insights from Mintel:

1.       Gen Z members have experienced several economic and social traumas and are no longer willing to be silent about the cards they've been dealt, Mintel pointed out. They are open about their need for social and environmental change and will hold corporations accountable for their actions.

2.       Gen Z members are more likely than older consumers to pay attention to brands' values/missions and to support those that align with their own. For marketers, that creates the opportunity to connect causes with purchase behaviors. Category players that lead with a cause that aligns with Gen Z's values are better positioned to connect with this audience, thus driving more brand engagement and repeat purchases. 

3.       Gen Z members in the United States are more diverse than any previous generation in terms of race, gender and sexuality. They value individuality, while proudly supporting equity and inclusion, and will rally behind authentic and accurate representations.

4.       More than half of Gen Z consumers in the United States feel they would be better represented in advertising if more people without perfect lives were shown. Therefore, brands looking to increase their relatability among this generation would do well to focus on creating ads that embrace inclusivity and use real people rather than relying on celebrities, influencers or models, according to Mintel.

5.       Gen Z wants attainable representation and will increasingly expect brands to destigmatize flaws and work to undo unrealistic beauty standards.

6.       Members of Gen Z will also be more inclined to notice any instances of discrimination or underrepresentation.

7.       Almost one-third of Gen Z adults say they would feel better represented if they saw more racial diversity and more people who do not follow "traditional" gender stereotypes in advertising. For brands, it will be crucial to respect different choices and think the way Gen Z does on these issues, the firm added.

Mintel concludes that while marketers have mastered the art of understanding millennials, brands will need to diversify their approach to connect with Gen Z. They must understand the generation's nuances, target them with relevant products and craft relatable narratives while maintaining ethical standards. Now for more insights into Gen Z shopping habits from Mintel, click here.

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 

At Polly’s Pies Mix and Match Meal Bundling is a Grocerant Success Clue

 

Before Polly’s Pies, Eddie Sheldrake played basketball at UCLA for John Wooden. Well, at least that was the story he would tell time and time again when you would go out to dinner with him.  Which by the says he was simply a lot of fun. 

Right along with is wonderful personality, but often over-look was Eddie’s uncanny ability to understand his customers, consumer trends, with the demand for evolving brand continuity.  Restaurants and all fresh food retailers must lean forward and evolve their brands with customer continuity simultaneously according to Steven Johnson Grocerant Guru® at Tacoma, WA base Foodservice Solutions®.

The culture at Polly’s Pies continues with Spring in the air and so is the wonderful aroma from the Polly’s Pies ovens, thanks to new seasonal offerings that are sure to have customers buzzing with good vibes as the weather warms up. Polly’s is focusing on one of the hallmarks of the grocerant niche mix and match meal bundling. 

So, from now to through Mother’s Day on May 14, the popular bakery brand is rolling out its new spring menu, featuring something for everyone. Whether a delectable, hand-crafted dessert is needed to celebrate a fun gathering with friends, the family is craving a scrumptious pie or nothing but a full meal will suffice, Polly’s Pies has it covered.

The limited-time spring menu includes:

·         Strawberry Lemonade Pie: The perfect balance of tart and sweet with a cream cheese base and lemon filling, topped with fresh strawberries in a sweet glaze and finished with a ring of whipped cream and lemon slice garnish to make for a refreshing spring treat.

·         Spring Brunch Bundle: This takeout-only bundle feeds six or more people and features 25 oz. of Orange-Dijon Glazed Slice Ham, a choice of a Savory Breakfast Quiche or a Spinach and Feta Quiche, six freshly baked Buttermilk Biscuits, a jar of Polly’s Signature Bumbleberry Jam and a choice of Apple Pie (topped with a bunny for Easter or a flower for Mother’s Day), Lemon Meringue Pie or Coconut Cream Pie.

·         Breakfast Bundle: Another takeout-only bundle, it boasts a choice of a Savory Breakfast Quiche or a Spinach and Feta Quiche, four Blueberry Muffins, a quart of Breakfast Potatoes and a quart of Fresh Fruit. 

 

Let’s talk relevance, if you want to be a customer of Polly’s Pies, you can.  So, if you want to experience that signature flavor no matter where they live, thanks to the brand’s nationwide online pie shipping. Ranging from $33 - $36 plus varied shipping costs, all pies are handmade every day in Southern California with no preservatives. They are then shipped frozen to keep their superior quality and ready to be baked to enjoy at home. Visit pollypies.com and use the code “spring15” to receive $15 off any purchase of $50 or more.

Ok, here you go, pies currently available for shipping include Apple, Apricot, Blueberry, Boysenberry, Cherry, Peach and Rhubarb. But be sure to also keep a lookout for a selection of seasonal pies to be made available throughout the year.

Success does leave clues. One clue that time and time again continues to resurface is “the consumer is dynamic not static”.  Regular readers of this blog know that is the common refrain of Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.  Our Grocerant Guru® can help your company edify your brand with relevance.  Call 253-759-7869 for more information. 

Inflation Weary Consumers Simply Like Buying Food for Less at Dollar Stores

 

There is no secret that inflation has affected all food retailers.  What some food retailers from fast food restaurants to legacy grocery store chains seem to be forgetting is for most households consumers paychecks are not keeping up with inflation. 

If you are a food retailer that is continuing to raise prices in order to make ‘Wall Street’ happy you might be on a path where your year over year customer counts / transactions continue to negative numbers according to Steven Johnson Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.

Here is what we know, more dollar stores are remodeling stores in order to enter the fresh food sector, convenience stores could find themselves under pressure to match dollar store their value propositions and the can’t so they are moving into the grocerant food space with fresh prepared fast food, fast casual meals an beverages.  All the while legacy grocery stores think the answer to growth is simply merge with another company capitulating customers.  Now that’s a big mistake.  When has it ever been proven that two negatives equal’s a positive outcome? 

In a new report from Coresight, Dollar Stores: Flexing Muscle in U.S. Grocery, the channel has started to make inroads into fresh food and grocery items.

So, the sector remains a relatively niche one, with dollar stores accounting for only about 3.1 percent of total grocery sales. But the report cites a general rise in customer visits, with numbers staying elevated above their 2019 marks, and chains like Dollar General expanding its locations by more than 1,000 stores between November 2019 and November 2022, while developing plans to offer fresh food in more locations.

According to Hemant Kalbag, a managing director in Alvarez & Marsal's Consumer Retail Group. "Historically, the most attractive part of dollar stores has been deep discounts with added benefit of proximity to consumers and the size of the store, so the speed of the transaction is really quick," Kalbag said. "The macrotrends in the economy over the last three to five years have contributed to a unique value proposition that neither convenience stores nor traditional value stores can meet holistically. That's where dollar stores have played an important role and where they've seen success."

Fresh Fast Snacks and

Meal Components 

The Coresight report found that not only are dollar stores retaining their traditional audience of lower-income families, but they're also capturing a larger share of middle-class households. Kalbag sees this partially as a result of recent inflationary pressures.

Kalbag continued, "While consolidated inflation numbers have been hovering around 8 to 9 percent, core consumables such as food, rent and utilities have seen a much higher increase," …. "So, it's not surprising for families to look to value retailers and trade down on brands, which plays to dollar stores' core strength."

Now, Kalbag also believes the rapid expansion of many dollar store brands into more urban and population-dense areas has allowed them to access an audience they didn't have in their more traditional rural targets. It also reflects a general move toward value-oriented shopping seen across all income brackets.

"There's been an increasing role for value retailers, as evidenced by the phenomenal growth in both the club channel for stores like Costco or BJ's and in the fashion off-price channel in stores like Burlington or T.J. Maxx, " he said. "Consumers are shopping across formats, and there's no reason why that that wouldn't be relevant in the household and grocery segment as well."

All is not perfect, as the Coresight report still sees some challenges ahead for dollar stores in the grocery sector. While their prices can often undermine other retailers, dollar stores will still need "to enlarge their grocery assortment … and have enough product breadth on food staples to make it worthwhile for consumers," the analysis noted. 

Baskets don't all have to be

LARGE

Too Drive Top-Line Growth

Bottom-Line Profits

That said, if trends continue on this path, with rising activity among discount retailers, that leaves the question: How can convenience stores adapt to these changing consumer behaviors?

Kalbag believes that no matter what, c-stores will need to address this issue and find new ways to appeal to customers.

"There's been a merging of format in the consumer's mind, so the attraction of a traditional convenience store is absolutely under some threat," he said. "C-stores will need to reinvent themselves and execute a clearly defined, unique value proposition, whether it's more choices in food and beverage services, the diversity of offerings available, or the newness of products and brands that you bring to customers."

He added, "Ultimately, it's about the margin pressures the business will face because of price competitiveness and thinking about structural changes to be able to absorb and accommodate those pressures."  Now here is the point the customer is dynamic not static.  If you are not evolving with customers you are losing customers.

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