McDonalds learned years ago that positioning bundled meal options in the drive thru saved time in the ordering process. Consumers have learned to appreciate the time saved and continue flock to bundled choice in all retail food channels.
Kathryn Sharpe, professor at the University of Virginia Darden School of Business found in a study “that consumers place a perceived value on combo meals, even if it costs the same as choosing items a la carte.”
Sharpe continued "Based on our research, it appears that they would be just as happy with including smaller portion sizes as part of the combo meal," Sharpe said. "However, consumers are currently given subtle signals that smaller sizes are not appropriate. Realigning the meals to appropriate levels across the industry would make them just as satisfied."
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. Understanding the role of each P’s and it relationship to each other is key for all companies in today’s retail food environment.
Outside eyes can deliver top 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 on Facebook at Steven Johnson