Boston Market will two steps back and two steps forward re-ignite the brand?

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Understanding that Boston Market is a consumerinteractive participatory restaurant concept with a with a reputation forproviding wholesome meals Chief Brand Office Sara Bittorf is kicking off thesummer with a campaign to educate  andelevate consumers product knowledge while edifying the brand.The campaign is filled with special offers and giveawaysto lure in new customers unaware of the brand, the food, the quality or diningexperience. Bittorf firmly believes “very strongly that the Boston Market brandhas the ability to reclaim the position it owned 15 years ago, when itreinvented the home meal replacement category”.
One problem consumer do not take a step back.  The retail food consumers are dynamic notstatic. The “home meal replacement category” has been replaced.  Utilizing legacy benchmark metric’s to buildconsumer relevance is in and of itself a major miss calculation.  Owning the position Boston Market had 15years is a position no company wants to be in. What is now needed is consumer relevance in messaging of the 5’P’s of FoodMarketing:   Product,   Packaging,   Placement,   Portability, and Price.
The ready-2-eat and heat-N-eat fresh prepared food nichetoday is expanding rapidly. Foodservice industry leading the grocerant nichemetrics are consumer centric, interactive while inclusive, fueled notsurprisingly by Millennials and Baby Boomers.
While free giveaways will drive trial Boston Marketrequires core brand repositioning within the grocerant niche to garnersustainable consumer relevance. Success does leave clues.
Steven Johnson is Grocerant Guru at Tacoma,WA based Foodservice Solutions, with extensive experience as a multi-unitrestaurant operator, consultant, brand / product positioning expert and publicspeaking. Facebook.com/Steven Johnson, Linkedin.com/in/grocerantortwitter.com/grocerant