Legacy foodretailers the ilk of Wendy’s, Chevy’s, KFC, Albertsons, Safeway and Rite Aidsputter to be a consumer relevant place; Starbucks has moved beyond the “thirdplace” for consumers too everyplace for consumers.
When food retailersthink success, they must think Starbucks. In the beginning Howard Schultz wanted consumers to think of Starbucksas the “third place” home, work and Starbucks. Howard simply did not stop there, today Starbucks is everywhere.
Utilizing a localrelationship with Seattle based Coinstar, Starbucks (Seattle Best Coffeedivision) will begin placing kiosks around the United States this summerpositioning itself to sell coffee. Isay, LOT’s of coffee.
With 20% of salesnow coming from food the addition of La Boulange will prove valuable inexisting coffee houses but even more valuable as a new line of ConsumerPackaged Goods. Starbucks will elevate this brand, educate the consumer andexploit a qualitative point of differentiation.
Just in case youmissed it, Socialbakers a social media and digital analytics firm found thatStarbucks is among the top five companies globally in terms of Facebook fans.
Watch for more inthe area of sustainability, additional fare trade coffee, less packaging withprolonged shelf life and new marketing that will ask consumers to bring in areusable cup. These are not trends forStarbucks they are values.
Let us not forgetthe home. Starbucks has shipped morethan 230 million k-Cups since it began selling the pods last year atsupermarkets and retailers. Then for home and on the go there are two newFrappuccino’s this spring.
Many legacy foodretailers continue to practice brand protectionism, stifle the brand whilediminishing consumer relevance. McDonalds and Starbucks are two companies that understand the consumeris dynamic not static. Brands must bedynamic, evolving with the consumer. Starbucks is growing its brand value with the consumer are you? Do you understand vertical brand integrationas well as Starbucks?
Invite Foodservice Solutions® to complete agrocerant program assessment, brand, product placement or positioningassistance. Since 1991 Foodservice Solutions® of Tacoma, WA has been the globalleader in the Grocerant niche visit Facebook.com/Steven Johnson,Linkedin.com/in/grocerant or twitter.com/grocerant.
Hiç yorum yok:
Yorum Gönder