Convenience foods aka grocerant fresh prepared ready-2-eat and heat-N-eat food is becoming increasingly important at Aldi. While other competitors and industry veterans believe that Aldi is simply about price. The foundation of Aldi’s success is in understanding and focusing on the consumer.
While price may play an important role; grocerant fresh prepared ready-2-eat and heat-N-eat food will be the reason consumers will reducing spending at Shaw’s, Market Basket, Stop & Shop and Save-A-Lot and increase frequency at Aldi. It is key that Aldi not utilize traditional category management but blend menu management with any new fresh food program.
Aldi’s aggressive dual goal too garner business from both legacy grocery stores while garnering additional consumers from chain restaurants and conveniences stores places it in the center of the grocerant niche. The questions is can they break the legacy grocery image? Will they employ food stylist or category managers? Will fresh prepared mean to Aldi a central commissary and 5 day shelf life and long waits in line like Safeway and Kroger? I think they will implement state of the industry grocerant distribution and in store preparation techniques the ink of the restaurant industry.
If they utilize Foodservice Solutions® 5 P’s of food marketing Product, Packaging, Placement, Portability, Price and include mix and match bundled options they will make meal time a time of convenient meal participation, differentiation and individualization and are they are sure to succeed. Then will they design, develop and implement a world class grocerant fresh prepared ready-2-eat and heat-N-eat food program.
Since 1991 retail food consultancy Foodservice Solutions® of Tacoma, WA has been the global leader in the Grocerant niche for more on Foodservice Solutions® Bing or Google Grocerants or visit http://www.linkedin.com/in/grocerant, twitter.com/grocerant