Proactive food retailers are finding success withfresh prepared ready-2-eat and heat-N-eat food. These grocerant niche foods can be found at Convenience stores, Grocerystores, Drug Stores, Restaurants, and Mobile trucks. With 50% of US consumer over the age of 18being single the opportunity in this niche is simply put HUGE.
Today consumers have been exposed to a plethora ofinternational flavors and have not the time to master the skill of cookingeach. This growing trend is empoweringthe consumer to establish new customs traditions in eating better, moreflavorful food. A big part of that isbuying fresh ready-2-eat and heat-N-eat meal components from all of above mentions retail sectors,then mix and matching meal components. The Grocerant niche is about convenient meal participation, differentiationand individualization.
The National RestaurantAssociation found in a new study that customization is vital to “EffectiveMarketing and Business Growth.” Hereare some of the key findings:
2. 95percent of operators perceive savings offers to be an effective marketing tool.
- Consumers would go to or order from a restaurant if they received customized marketing messages that referenced past restaurant patronage (68 percent), allowed them to make reservations (66 percent), and identified them by name (64 percent).
- Consumers perceive the least effective efforts to entice them to go to a restaurant include online advertisements (58 percent), social media (56 percent), and radio ads (56 percent).
- 69 percent of consumers said an email from a daily deal provider would motivate them to go to the restaurant featured in the daily deal
Steven Johnson is Grocerant Guru atTacoma, WA based Foodservice Solutions, with extensive experience as amulti-unit restaurant operator, consultant, brand / product positioning expertand public speaking. Facebook.com/Steven Johnson,Linkedin.com/in/grocerant or twitter.com/grocerant
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