TwoRestaurant chain market share gainersthat empower the consumer are StarbucksCoffee and Chipotle Mexican Grill. These two companies understand that the consumer is dynamic not static,that their brand must grow with the expectations of the consumer.
At Starbucks, the experience is more than just coffee inthe store, it is the “Third Place”, with food, retail, music, movies and tocome. The experience is more than thefour walls; Starbucks cultivates the brand and the consumer as opposed to controlling the brand within the fourwalls.
Chipotle has donemuch the same exploiting the paradox of consumer choice, empowering theconsumer to select “better for you ingredients”. This enables the Chipotle brand to go beyondits four walls and within the consumer. Chipotle continually updates and upgrades its message, and ingredientsmeeting the dynamic consumer’s expectations’.
Nielsen’s industry leading market researchannual study on channel blurring hasover the past six years consistency stated that channel blurring occurs only in the mind of the marketer not in themind of the consumer. I believe that to be the case. Brand marketers do notaggressively test and new non-traditional products, avenues of distribution orbrand experiences extensions, afraid that their companies will lose market share. Consumers today have a plethora of choice within eachniche; do you know why they choose you? Is it just location and price? No.
Utilizing the multi-disciplined marketing approach ChipotleMexican Grill vertically integrated the 5 P’s of food marketing in to all that they do andextended both the brand and value of the brand beyond the store hours into thebetter for you, better for the environment mind set of the consumer.
This creates aninteractive consumer buy in that is both participatory and a pro-activeexperience. Industry leadershipis currently up for grabs in almost every niche. Winning companies must innovate for andinteract with the dynamitic consumer in order to build the brand, satisfy theconsumer and obtain or maintain niche leadership.
StevenJohnson is President of Tacoma, WA based Foodservice Solutions, with extensiveexperience as a multi-unit operator, consultant and brand/product positioning. Since 1991 Foodservice Solutions® of Tacoma, WA has been the globalleader in the Grocerant niche for more on Steven A. Johnson and FoodserviceSolutions® visit http://www.linkedin.com/in/grocerant or twitter.com/grocerant
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