Ifsuccess leaves clues and listening is a key to success then we all need tolisten when grocery store category managers refer to the freezer aisle turninginto the new restaurant "frozen food court".
Channel blurring only exists in the blind eye of Neanderthal restaurant chainbrand managers. Today restaurant brand managers must understand their brand andtheir customers. If they do they can integrate marketing plans that complementtheir consumer’s food consumptions footprint while positioning the brand inmultiple channels of distribution.
Walmart,Costco, Kroger, Safeway each has incorporated a "frozen food court"in the frozen food aisle. Utilizing both national and regional restaurantbranded food. Boston Market, TGI Friday's, PF Chang's, California PizzaKitchen, Burger King are themost-thorough players with complete or nearly-complete programs at retail. Butmany restaurants are either looking at leveraging their brands or are jumpingin feet first, including Romano's Macaroni Grill, El Pollo Loco, Captain D's,O'Charley's, while others are like Darden trying it by just dipping their toesin. The grocery store and the restaurant brand all garner additional top linerevenue and bottom line profits leveraging branded products.
Repeated evidence shows that the distinction in differentiation is a value ofthe brand. Leveraging that value within additional retail segments is simplycontemporary consumer relevance. Is your brand relevant? Restaurant consumersare dynamic not static, leveraging new channels of distribution works wonders.
FoodserviceSolutions® specializes in outsourced business development. We can help youidentify, quantify and qualify additional food retail segment opportunities ora brand leveraging integration strategy. Foodservice Solutions of Tacoma WA is the global leader in the Grocerant nichevisit Facebook.com/Steven Johnson, Linkedin.com/in/grocerant or twitter.com/grocerant.
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