Retailfoodservice continues evolving with a strong focus on the consumer. At theintersection of the consumer, technology and retail food sales we find thegrocerant niche creating and expanding points of quality food distribution.It’s at that intersection that Foodservice Solutions® Grocerant Guru identifiedone universal commonality driving consumers buying pattern changes. Johnsoncalls it “The 65 Inch HDTV Syndrome.
The grocerantniche is the result of the blurring line between restaurants, grocery stores,convenience stores, and drug stores all selling fresh prepared, portable,convenient meal solutions. Targeted at the time-starved consumer withReady-2-Eat or Heat-N-Eat fresh prepared food components that are perceived“better for you”, and portioned for one or two. Consumers like the ConvenientMeal Participation, Differentiation, Individualization / Family Customizationthat these retailers offer.
Restaurateursneed to be particularly mindful of developments within grocerant niche for theyare driving the change within the price, value, service equilibrium in retailfoodservice.
It is at theintersection of the consumer, technology and The 5 P’s of Food Marketing:Product, Packaging, Placement, Portability, and Price that retail food salescompetition is expanding. Driving ever greater Mix and Match bundled mealoptions and new points of distribution for consumers.
Consumers love theon-the-go options in fact Zaget’s 2013 NYC Restaurant Survey found that in NewYork at-home meals surpassed dining out for the first time in 30 years.
GrubHub thenation’s number one online and mobile food ordering service data reveled thatpre-game orders spiked more than 35 % for the first four weeks of the 2012professional football season when compared to the same timeframe during the2011 season. With San Francisco, Phoenix, Oakland and Atlanta all leading theway. “When it comes to watching football, the best seat in the house really isat home,” stated Susanne Dawursk, GrubHub’s brand marketing director.
More than justsports The 65 inch HDTV Syndrome is driving customers away fromfrozen foods as well. In a study from Packaged Facts, reports that sales in the$44 billion U.S. retail market for frozen foods have been flat to declining,with nearly all dollar sales gains attributable to inflation or new products --not to increased consumer demand. The study found that Preference for 57 % ofconsumer say fresh foods the top reason why US consumers have not purchasedfrozen foods in the last three months, followed by preference for home-cookedmeals.
Fresh preparedready-2-eat and heat-N-eat food in non-traditional outlets poses an everincreasing threat to restaurant growth. Want to know how to best address The 67inch HDTV Syndrome? Contact Steven Johnson Grocerant Guru at: grocerant@q.com
Interestedin learning how the 5P’s of Food Marketing can edify your retail food brandwhile creating a platform for consumer convenient meal participation, differentiationand individualization contact us via Email us at: grocerant@q.com or visitFacebook.com/Steven Johnson, Linkedin.com/in/grocerant ortwitter.com/grocerant
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