Understanding and utilizing the 5 P’s of grocerant fresh prepared food marketing; Product, Packaging, Placement, Portability and Price with a consumer focus will lead too success.
Channel blurring is not in the minds eye of the consumer. It is only in the minds eye of the legacy marketing managers in legacy companies. The explosive growth within the ready-2-eat and heat-N-eat fresh prepared food niche is a perfect example of how the consumer is responding.
This year alone Walgreen’s, Rite Aid, Sears and Amazon all have developed and rolled out fresh food programs. 7 Eleven continues building on its global success with fresh prepared ready-2-eat and heat-N-eat food. The grocerant niche is redefining avenues of fresh food distribution. In fact it will define success in years to come within each sector including, Restaurant, Convenience Store, Grocery Store and Drug Store channels.
It’s time for many in the industry to reconsider individual brand positions. Who are you and where do you want to be. QSR’s are moving into fresh prepared “better for you food”. Grocery stores are selling bundled meal components that are fresh prepared. Grocerant fresh prepared food is going main stream.
Product, Packaging, Placement, Portability and Price are the 5 P’s of successful grocerant fresh prepared food retailing. Combine the 5 P’s with technology, a consumer focus and success follows.
Since 1991 Foodservice Solutions of Tacoma, WA has been the global leader within the Grocerant niche. For more on Steven A. Johnson Bing or Google Grocerant or visit http://www.linkedin.com/in/grocerant or on Facebook.com/StevenJohnson