Carrefour should use Safeway for its entrance into North America.

Around the world when you’re ready-2-eat millions of people turn to Carrefour every week. North America is the one key spot that Carrefour has yet to enter and Safeway just might be the vehicle needed for Carrefour to move into the profitable US and Canadian marketplace.

Headquartered in Paris, France Carrefour is one of the best in class with fresh ready-2-eat and heat-N-eat food companies.  Carrefour has successful experience with and aging population, demographic changes and evolving ethnic food offerings that could be leveraged to lift Safeway from its current doldrums.

Safeway headquartered on the west coast of the United States continues to utilizing legacy category management techniques that while once viable simply don’t reflect the evolving food retail environment. That category focus is but one reason that they were unable to compete successfully in the US, east coast marketplace and are now selling or closing locations.  Carrefour has the ability to leverage its global success with ready-2-eat and heat-N-eat fresh and prepared food if they buy Safeway and would have plenty of room for additional growth.  Carrefour understands the grocerant niche and can be successful in the United States. 

Outside eyes can deliver top line sales and bottom line profits.  Invite Foodservice Solutions® to complete a grocerant program assessment, brand, product placement or positioning assistance.  Since 1991 Foodservice Solutions® of Tacoma, WA has been the global leader in the Grocerant niche visit Facebook.com/Steven Johnson, Linkedin.com/in/grocerant or twitter.com/grocerant

Starbucks: restaurateur, food manufacturer, retailer simply evolving with retail food success.

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.

Drive Thru Food, Packaging the Experience.

Taco Bells success with its new Doritos Tacos placed the focus clearly on product.  Taco Bell quickly realized an unintended consequence of a single new product success created disequilibrium within the 5 P’s of Food Marketing 5 P’s of food marketing: Product, Packaging, Placement, Portability and Price, specifically packaging.  What do you think they should consider for new packaging?

Since they are under the Yum Brand umbrella do you think that they considered a bucket, a box or car cup holder cardboard trays? Our research shows that there is a universal commonality among consumers of all ages.  When it comes to Drive Thru Food Packaging, less packaging is “better for you”. While brand marketers love placing brand logo’s on buckets, boxes, cups and wraps.  Consumers have grown tired of the excessive packaging on Take Away food and view it as non-environmentally friendly. Consider Papa Murphy’s Take-N-Bake pizza consumers rave on the simplicity of the package.  No Box, No Bucket and No logo on the packaging itself. 

Regular readers of this blog know that our recommendations include packaging the drive thru itself with visceral digital graphics. Restaurateurs should be adding mobile messaging, order conformation, payment and voice access via smartphone or phone while in the drive thru. Follow Wienerschnitzel’s lead and have a drive thru access door for personalized service while speeding up service during rush hour with hand held ordering device for exterior use.  Most important have fewer boxes, buckets and wraps.  Drive thru packaging success can be found in visceral digital presentations.

Outside eyes can deliver top line sales and bottom line profits.  Invite Foodservice Solutions® to complete a grocerant program assessment, brand, product placement or positioning assistance.  Since 1991 Foodservice Solutions® of Tacoma, WA has been the global leader in the Grocerant niche visit Facebook.com/Steven Johnson, Linkedin.com/in/grocerant or twitter.com/grocerant

Caffeine for the captive, Disney moves forward.

Traditional food retailers can edify consumers while building brand value together. An intriguing new relationship was born that will edify two of America’s best known brands Starbucks and Disney. Long faulted for limiting choice of food offerings within its theme parks and practicing food brand protectionism, Disney has shifted gears.

These two global brands both with outstanding leaders within the fresh and prepared ready-2-eat grocerant niche announced an alliance that I am sure over time will reach around the globe. This is another key turning point in the growth of the grocerant niche. This is an example where two very strong global brands create synergy to meet or exceed consumer demand without diminishing individual brand value.

My friend and founder CEO of Technomic may have said it best. "I don't expect to see Mickey drinking coffee any time soon,"….. "But from a marketing perspective, you have two iconic brands coming together, which has to be a positive."  From my perspective Starbucks belongs on Main Street USA.

Hand held food for immediate consumption have been a mainstay on Main Street US.  The new branded Starbucks offerings will complement and enrich the consumer experience for both brands.  Where does your brand belong?  Do you need positioning, placement or brand building ideations?

Outside eyes can deliver top line sales and bottom line profits.  Invite Foodservice Solutions® to complete a grocerant program assessment, brand, product placement or positioning assistance.  Since 1991 Foodservice Solutions® of Tacoma, WA has been the global leader in the Grocerant niche visit Facebook.com/Steven Johnson, Linkedin.com/in/grocerant or twitter.com/grocerant

Non-Traditional Food Retailers are selling Ready-2-Eat food and lots of it.

Ikea's  a Swedish home furniture retailer is selling  Swedish ready-2-eat meatballs and smoked salmon at its cafeteria, as well as hot dogs and frozen yogurt at its to-go food counter at the European flavors add a level of mystique and foodie adventurism.

Looking for a fresh prepared frozen yogurt, try Costco.  You can get yogurt in chocolate, vanilla or a swirled combo with both chocolate and vanilla at Costco.  Fresh prepared Pizza whole or by the slice and Costco’s famed ready-2-eat Chicken Bake garner loyal customers with prices that drive local QSR’s to wonder how they do it?

Volume speaks success and Costco's director of operations for the food court and bakery, Bob Collins recently stated “the company expects to sell more than 300 million hot dogs, pizzas, and other items at its food courts this year. Despite the low prices, it sees a "modest profit" from food court sales.”

Non-traditional retailers are finding success selling ready-2-eat and heat-N-eat fresh and prepared food all contributing to the success of the booming grocerant niche. Is your product or brand ready for a non-traditional outlet? 

Outside eyes can deliver top line sales and bottom line profits.  Invite Foodservice Solutions® to provide brand and product positioning assistance or a grocerant program assessment. Since 1991 Foodservice Solutions® of Tacoma, WA has been the global leader in the Grocerant niche for more on Steven A. Johnson and Foodservice Solutions® visit http://www.linkedin.com/in/grocerant or twitter.com/grocerant 

Food Price Clarity Drives Sales

Phoenix Marketing International recently tested eight television ads for national restaurant brands such as Wendy's, Subway, Burger King, KFC, and Arby's. Here is some of what the found, “Top ranked spots included Wendy's "$0.99 value menu," Subway's "$3 flatbread" and Subway's "$5 footlong" ads, all with scores significantly higher than Phoenix's QSR advertising norms.”…

In addition to strong creative, what differentiates these top ads from the rest is their ability to weave in a value message with appetizing food items and a positive dining experience. If executed correctly, value messaging can work even with higher price points: KFC's "$11 bucket" spot came in a close fourth despite its relatively higher price. In contrast, most of the ads without price points proved to be weaker performers, even if they showcased premium, appealing food items and conveyed a pleasant dining experience.”

In addition Phoenix's AdPi® Express found “demographic differences in response to these value ads: women responded better to advertising featuring healthier menu choices such as Subway's "$3 flatbread" and family items such as KFC's "$11 bucket," while men tended to favor hearty and super value choices such as Subway's "$5 footlong" or Wendy's "$0.99 value menu." …Wendy's "Where's the Beef" ad excelled with a strong nostalgic appeal among consumers over 35 who rated it highly in terms of food portrayal and dining experience. Despite this, it lacked a price point and missed the opportunity to be a top performer.”  You can register to get a sample report at: www.phoenixmi.com/adpiexpress/

Integrating Foodservice Solutions® 5 P’s of Food Marketing; Product, Packaging, Placement, Portability, and Price are steps to retail foodservice success.

If you are interested in learning how the 5P’s of Food Marketing can edify your retail food brand while creating a platform for consumer convenient meal participation, differentiation and individualization contact us via this blog or Email at: grocerant@q.com

Steven Johnson is Grocerant Guru at Tacoma, WA based Foodservice Solutions, with extensive experience as a multi-unit restaurant operator, consultant, brand / product positioning expert and public speaking. Facebook.com/Steven Johnson, Linkedin.com/in/grocerant or twitter.com/grocerant

Within retail foodservice differentiation does not mean different it means familiar, but with a twist.

Fresh prepared ready-2-eat and heat-N-eat food is empowering, sales, customers and success in every sector of retail including non-traditional food companies the ilk of: Walgreens, Rite Aid, Sears, Target, Amazon, 7 Eleven and Walgreens.

This blog focus is on the grocerant ready-2-eat and heat-N-eat fresh prepared food sectors of the foodservice industry.  The ability to bundle Mix and Match meal components for a meal is empowering consumer choice.  In addition the focus is on the role of food products within the mix and match component set.

Fresh prepared, ready-2-eat and heat-N-eat food is driving sales and profits in the restaurant, grocery and convenience store sectors. Most interesting is the strength of motivation and empowerment that customer are developing for this sector. 

Sheetz a leading Northeast convenience store company has had lots of success with it’s “Made To Order—MTO” sandwich program. So much so that now their customers are producing videos and posting them on YOU Tube.  I have posted the link here or visit: Sheetz MTO video on YouTube http://www.youtube.com/watch?v=orlFI7SbS8A.

The Grocerant niche is about convenient meal participation, differentiation and individualization.  Success does leave clues and many retail food operators are now adopting Foodservice Solutions® 5 P’s of food marketing: Product, Packaging, Placement, Portability and Price. Join me here on my blog for insights, information on today’s foodservice.

Outside eyes can deliver top line sales and bottom line profits.  Invite Foodservice Solutions® to provide brand and product positioning assistance or a grocerant program assessment. Since 1991 Foodservice Solutions® of Tacoma, WA has been the global leader in the Grocerant niche for more on Steven A. Johnson and Foodservice Solutions® visit http://www.linkedin.com/in/grocerant or twitter.com/grocerant