At 4 PM yourcustomers are just beginning to think about what’s for dinner. Eighty-onepercent of American consumers are unsure about what’s for dinner; theopportunity is yours for the asking. Consumers are looking for high quality ready-2-eat and or heat-N-eatfresh and prepared food. What they wantto do is buy meal components that they can bundle into a customized family mealthat will please everyone without spending time cooking.
Consumers today havethe opportunity to purchase high quality chef prepared ready-2eat andheat-N-eat food from independent restaurants, grocery stores, chain drugstores,convenience stores, chain restaurants and non-traditional food retailers theilk of Amazon.com and food trucks. Atthe convergence of all of these new and legacy meal component points ofdistribution you find the Grocerant niche.
The grocerant nicherefers to prepared food that is portable, ready-2-eat or heat-N-eat food thatis deemed “better for you”. Theconsumers are finding grocerant niche food in grocery store deli sectionsincluding Whole foods, Trader Joes, Safeway Lifestyle stores and CentralMarket, convenience stores including Wawa, Sheetz, Rutter’s Farm Stores, and 7Eleven, chain restaurants and independent restaurants around the world.
Successfulfoodservice operators today understand that differentiation in menu items andfood products doesn’t mean different, rather it means familiar with a twist;taking ordinary daily menu items, adding contemporary relevance. Then presenting, positioning and pricingcompetitively; these are the universal footprints of success found within thegrocerant niche.
In NPD Group’s 2011report on Eating Patterns in Americafamed food industry researcher and speaker Harry Balzer found that more mealswere consumed at home this year than ever before. Most interesting is that thefood consumed at home is a mix and match set of traditional menu items with atwist and food products bundled as meal components then simply assembled athome creating personalized unique dining experiences.
The intensecompetition and expanding points of distribution in retail foodservice providesa platform of opportunity for retail food operators and chefs around the globe.Each of these new expanding points of non-traditional distribution includingchain drug stores, grocery stores delis, take-away and take-out chainrestaurants, convenience stores are all seeking localized chefs.
There is a universalcommonality of the success in retail foodservice identified by FoodserviceSolutions® they are the 5 P’s offood marketing. These include Product, Packaging, Placement,Portability, and Price all are found within the burgeoning grocerantniche. Successful chefs will understand that food products need to becontemporary yet traditional. Accordingto Foodservice Solutions® within each chefs packaging tool kit, less is more.Product placement today needs to be found in multiple avenues ofdistribution. Menu items cannot belimited to simply in store dinning, or frozen food shelves. Consumers prefer to assemble meals for homeconsumption rather than cook from scratch. All food products need to be portable available for take-out. The foodvalue price relationship is driven by the success of bundling of the first4P’s.
Henry David Thoreaureminds us, “things do not change, we do” Successful retail foodservice takeson a life of its own and is dynamic not static. Success does not just happen it is planned,focused and based on good informed choices.
Its 4PM; are youready for your customers? Remember, theconsumer is now shopping in the grocerant niche. Make sure your food is prepared food that isportable, ready-2-eat and or heat-N-eat and deemed “better for you”.
Successful foodservice operators today understand that differentiation in menu items and foodproducts doesn’t mean different, but familiar with a twist. Leveraging traditional menu items by adding atwist with contemporize relevance then positioning, placing, packaging andpricing with portability are the keys to success in retail foodservice and thegrocerant niche today.
For internationalcorporate presentations, educational forums, or keynotes contact: StevenJohnson Grocerant Guru at Tacoma, WA based Foodservice Solutions. His extensive experience as a multi-unitrestaurant operator, consultant, brand / product positioning expert and publicspeaking will leave success clues for all. Facebook.com/StevenJohnson, Linkedin.com/in/grocerant or twitter.com/grocerant
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