Should restaurants sell proprietary products in grocery stores, supermarkets and convenience stores? Outstanding foodservice companies rely heavily on research from industry knowledge experts like Technomic, Nielsen and The Hartman Group. Each understands the consumer, the food niche and to some extent branding. Having spent all of my career in the foodservice niche, never have I seen a study that says there is any channel blurring! All studies on the contrary see more advantages than disadvantages to selling multi-channels.
The questions should center around how to best bridge the challenge of established customer deferred buying. If the consumer is in a different channel of foodservice, then should your brand be available as an option? This includes retailers that are selling grocerant ready-to-eat and ready-to-heat prepared, portable foods.
Ron Ward calls this the “brand experience gap”, that is to say the gap in time between visiting their restaurants and enjoying a great meal within the four walls. I say yes, chains need to strongly consider entering new food channels with branded product. This is a growing trend not only here but on an international level.
Companies around the world are having success while extending their brand. Here is one example from outside the US. “http://www.nandos.com and check out their 'Grocery range. This highly successful restaurant business is the fastest growing fast, casual restaurant group(outside USA) in the world. They have focused their grocery product on long life sauces. This is working very well for them. Bridging the challenge of deferred buying” by established customers.
When your visit nandos.com please click on the books, the one on the shelf, the pots, pans even the window. Page per page this company understand the consumer, the need food focused interactivity and consumer participation. Restaurant brands today need messaging to be vertically integrated in the unit, in service, in menu, on the website and channels.
Understanding ready-to-eat and ready-to-heat prepared, portable better for you food niche is just what we do. Need a grocerant program review or state of the industry assessment?
www.FoodserviceSolutions.us of Tacoma, WA is the global leader in the Grocerant niche providing Ready-2-Eat and Heat-N-Eat program assessments aka Grocerant Niche assessments. 1-253-759-7869 or linkedin.com/in/grocerant or leave a comment below.