The grocerant niche filled with ready-2-eat and heat-N-eat fresh and prepared food has no better example of success than Starbucks. The retail food world is evolving at a faster rate than ever before and many legacy brands simply have not kept up. To many legacy chain restaurants and retailers practice brand protectionism rather than evolve with the consumer. The retail food consumer is dynamic not static. Here are some ways that Starbucks has evolved with the consumer.
Entered Single cup coffee selling 100+ million K-cups in non-traditional points of distribution.
Entered Fresh Juice market with Evolution Fresh non-traditional product sold in multiple retail channels.
Expanded Organic with Galápagos San Cristóbal coffee Non-traditional and exclusive.
Entered instant coffee world with VIA® Ready Brew Non-traditional sold in multiple retail channels.
Exclusive provider of coffee for Alaska Air lines
Exclusive new restaurants located within Disney World
Starbucks founded in Seattle, Washington operates more coffee focused restaurants than anyone in the world has not limited itself to the restaurant world. Starbucks focus in on the evolving consumer. With the dynamic growth of the middle class in China, this year Starbucks will open more than one store every four days in China while simultaneously expanding VIA in all food retail channels in Asia. Starbucks with
industry leading products, positioning and ever evolving cross channel business success is a perfect example of success within the grocerant niche. What are you doing with your food products, food brand or chain restaurant? Contact Foodservice Solutions if you would like to unlock your potential within retail food.
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