
Consumers are experimenting with(buying) traditional food from non-traditional points of distribution, format’sand concepts. Everything is on the tablefrom Burger King’s Burger Bar, Wawa’s Fast Casual To-Go, Amazon’s fresh foodSpotlight, Walgreens fresh food, Papa Murphy’s take-N-bake, Pinkies sandwich’sand casseroles To-Go, Whole Foods Fresh Prepared Grocerant meal components.
These new offerings combined with consumersthe on the go lifestyle’s have created a mobile meal mania in somemarkets. Where experimenting has createda platform of consumer food shopping pattern discontinuity. The opportunities for restaurants, grocerystores and C-stores to garner share of stomach have never been better. The winners will be those to experiment withconsumers not those who sit back and wait.
The 2013 retail formula for success is:
(Product + Price + Placement + Portability +Packaging) + Mobile Interactive Participation
Are you positioned to fight for shareof stomach? If success leavesclues the dynamic nature of consumers will continue to lead the way. Differentiation does not mean different inthe mind’s eye of the consumer it means familiar. Consumer food retaildiscontinuity does not have to mean sale disequilibrium.
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