Posts in Culinary lifestyle

Food Retail and CPG Alert: Coronavirus Spawns Opportunity

March 5th, 2020 Posted by consumer behavior, Consumer insight, Culinary lifestyle, e-commerce, food retail strategy, grocery e-commerce, retail brand relevance, shopper behavior, Supermarket strategy, Uncategorized 0 comments on “Food Retail and CPG Alert: Coronavirus Spawns Opportunity”

Being relevant and valued in the moment of need

The New Yorker published a story chronicling China’s historic crackdown on the movement of people in public places in an effort to control spread of the virus. An interesting outcome is that home (quarantine) cooking is on a rapid rise especially among younger Chinese consumers who previously were much more likely to outsource their meals.

As massive numbers of people must stay home, turn on the stove and make their own food, popular Chinese social channels such as Douyin and Weibo are turning into online quarantine-driven cookbooks with recipes, journals and menu suggestions. Home grocery delivery is equally impacted. People are ordering the ingredients used that will help hone their cooking skills while they also discover the benefits of greater control over flavors, ingredients and preparations.

This event has disrupted normal food consumption habits and required many with limited cooking skills to seek support, inspiration, comradery and cooking tips to weather this lifestyle altering storm. This may have long-lasting impacts on food making and buying behaviors.

Home and hearth offer stability in an uncertain world

We’ve written before about the skyrocketing growth in online ordering through delivery apps like GrubHub and Doordash. This growth is connected to the consumer’s desire for convenience but driven in part by a sense of greater safety and control at home in a world that appears to grow less friendly and out of control by the day. Online everything allows the consumer to shop and also to eat easily without having to venture outside the household sanctuary. This is a powerful motivator that may only accelerate in the face of COVID-19.

The need for help – an opportunity in the making

Food retailers and brands are facing an extraordinary moment when behaviors and offers could coalesce to help consumers realize new home-based food consumption habits and even culinary ambitions. Of course, there will be a need to prepare for a potential onslaught of online ordering that could tax delivery services.

However, and importantly, there is an enormous opportunity here for retail, food brands and meal kit providers to be of help to consumers in gearing up for home cooking realities and adventures. Conditions like the potential of a pandemic are unusual and may create behavior shifts that will continue beyond the end of the crisis.

  • Here it is simply stated: how can you help the consumer with a rapid rise in home cooking occasions and a parallel need to know more about creating menus, meal preparation techniques, ingredients, food storage and safe handling, and sharing their experiences and ideas with others in your brand communities?

Now is the time to step up with tools and resources designed to enable these at-home eating experiences while positioning your banner and brand as a go-to, empathetic voice and valued resource.

Home cooking tool time

Some recommendations on the path forward:

  • Publish download-able menus tied to special offers and connected to shopping lists.
  • Serve as guide by providing instruction via online video on cooking skills and techniques – especially for vegetable dish preparations that aren’t as well understood.
  • Inspire the home cook by bringing chef techniques and voices to the table on cooking hacks and layering flavors.
  • Enable social sharing of meal ideas and preparations among your shopper community.
  • If ever there was an Instagram moment, this is it. Your social pages can be a helpful, informative and inspiration resource for novice home cooks.
  • Answer common food preparation and storage questions like, should you refrigerate berries or should you avoid storing apples near bananas. Shelf life questions will likely be common.
  • Communicate early and often on food delivery conditions, wait times and manage those expectations.
  • Get creative: food retailers can offer online meet ups and interactive webinars that will help families manage at-home events and dinner parties (social channel broadcast opportunity).
  • In short, become a resource and not just a product source.

Emergent believes this return to the kitchen is likely to have a lasting impact on the growth of e-commerce grocery ordering, and a long term upswing in home cooking.

If you’re wondering how to navigate this rapidly changing environment, we can help.

Looking for more food for thought? Subscribe to our blog.

Bob Wheatley is the CEO of Chicago-based Emergent, The Healthy Living Agency. Traditional brand marketing often sidesteps more human qualities that can help consumers form an emotional bond. Yet brands yearn for authentic engagement, trust and a lasting relationship with their customers. Emergent helps brands erase ineffective self-promotion and replace it with clarity, honesty and deeper meaning in their customer relationships and communication. For more information, contact Bob@Emergent-Comm.com and follow on Twitter @BobWheatley.

Emerging Trend: The Personalization of Food

February 27th, 2020 Posted by brand marketing, brand strategy, CMO, consumer behavior, Culinary lifestyle, food retail strategy, Food Trend, Healthy lifestyle, Healthy Living, Higher Purpose, Insight, Transformation 0 comments on “Emerging Trend: The Personalization of Food”

Creating hyper-relevant products for the marketplace of one

Have you noticed over the last 20 years palates have become more sophisticated? Quality expectations around menus, ingredients and preparations have grown alongside the rising popularity of celebrity chefs. Elevated cooking is everywhere. A genuinely satisfying culinary experience can now be had at the neighborhood gastro-pub. Great food experience is just an arm’s reach away. This is evidence of a food culture shift.

Equally so, food literacy has jumped with the treasure trove of content available online that satisfies the consumer’s thirst to know more about the food they put in their bodies. This concern got traction when people generally connected the dots between the quality of the food they consume and the quality of their lives. People now understand that diet influences the foundation of health and wellness, and sub-optimal nutrition may contribute to the onset of disease. More culture driven transformation.

An outcome of being in constant control is the marketplace of one

While the importance of food-to-lifestyle goals climb, the consumer’s ability to control every aspect of brand engagement, curation of the information and media they ingest has changed their expectations and their worldview. Culturally, people no longer buy the idea of one size fits all, and this applies equally to dietary sensibilities and food regimens.

The North American CPG food business is evolving towards a market of one. It hasn’t fully arrived yet, but the signs are emerging around a desire for more personalized and customized food and beverage solutions. A recent report on this topic by The Hartman Group cites the growing interest in individualized and hyper-relevant products and food experiences.

This step into personalized nutrition is already being reflected in dietary preferences, shopping behaviors, food preparation skills and techniques and most of all, consumption. What’s coming soon is the marriage of personalization and customization with health and wellness to redefine the future of the food and beverage business.

Factors influencing the personalization trend can be seen in the consumer’s growing interest in biomarkers. When people start to pay attention to DNA kits and reports, blood glucose levels and microbiomes, it is an outgrowth of the desire to truly understand how to optimally fuel oneself. We are all unique and our lives impacted by how we are assembled from the moment we arrive on earth.

  • By the way, this emerging trend in human food will crossover to pet food at some point because the same rules apply.

Be-spoke menus and meals

People want to tailor the food they eat to their needs and preferences. I like the ordering line at Chipotle for that very reason. I can get the burrito exactly how I want it. What’s going on there is a sense of control that sits at the foundation of its appeal. We ask the question: how can food and beverage businesses answer the desire for greater dietary control?

One way to look at this is to follow the thread of dietary concerns that are gaining momentum.

Here are some leading-edge areas ripe for innovation and fresh perspective:

  • Stress, anxiety and sleeplessness
  • Neuro health
  • Aging and beauty
  • Microbiome (gut health and inflammation)
  • Independence and mobility
  • Food as medicine

These emerging concerns sit alongside the long-standing stalwarts of weight management, energy boost and clean eating, and are now demanding more attention in the aisles at your local supermarket.

Note that all of these emerging nutrition considerations bear witness to the intersection of food as a primary driver of health and wellness. Nutrient density sits at the front door of defining, for the consumer, what is indeed healthy food or drink. From a marketing viewpoint, it’s important to mention here that relevant health & wellness markers such as fresher, less processed, locally and sustainably sourced, simple recipes/labels, real food ingredients and higher quality, matter because of what they represent to a novice or less trusting base of potential purchasers.

Not far away is the growing list of avoidances that accompany the consumer’s food literacy advances. Essential especially for legacy CPG brands to be aware of these concerns and to optimize their formulations to steer clear of problem areas like GMOs, hormones, antibiotics and preservatives.

What can be emphasized here is a prevailing consumer desire to accumulate positive nutrients, in an effort to improve and better manage health and wellbeing. When beef jerky becomes a positive contributor to wellbeing with cleaner labels and vastly improved recipes, you know goodness can be created just about anywhere. Check out Prevail Jerky.

Emergence of new food and beverage is symptomatic of cultural shift

With the barriers to entry for new food and beverage concepts near zero, the marketplace is awash in improved ideas touting higher quality ingredients and simple labels to legacy categories . It is a reflection of consumer interest in better-for-you.

So, too, will the desire for more customized solutions gain momentum as it mirrors the consumer’s view that who they are, what they want and their perceived unique needs and preferences.

  • Answering this call will be the next great revolution in food as businesses work to create more options that answer the desire for hyper relevance.

Functional shopping at the store

Increasingly people are shopping for attributes – looking for solutions to the dietary challenges they face. Food retail today doesn’t offer much help in this context. Online searches for energy solutions doesn’t necessarily serve up a relevant menu of alternatives.

Personalization and customization reflect a growing interest in finding answers. Label Insight has landed on this and is working to provide digital platform solutions that enable food retail shoppers to search by attribute, especially important when faced with a store environment of thousands of SKUs. What’s in the health and wellness aisle when options in this area become more pervasive across the entire store?

The consumer’s move towards hyper relevant food is a huge consideration for brands related to what’s in the wings for product improvements and formulations. You can’t make these assessments from a distance. Consumer insight research, more than ever, is required to best determine the pace of this evolution and how the consumer considers this from a product attribute and shopping perspective.

Consumer-centricity is the path to your success

  • The consumer has to be at the center of strategic planning
  • Assessments of how consumers see personalization requires getting close-in on their needs
  • Retailers should then support how consumers want to shop for foods with various health & wellness attributes
  • Retail shopping experience matters more than ever, and these insights can help create that roadmap

Insight and Emergent

Your goal is to build relevancy in an era of constant and rapid change, where cultural shifts are redefining the business based on the consumer’s desire for personalized food solutions.

We help clients with this form of discovery research, and then help build strategic plans to translate insight into an innovation and marketing communications game plan.

Want to know more? Let’s talk.

Looking for more food for thought? Subscribe to our blog.

Bob Wheatley is the CEO of Chicago-based Emergent, The Healthy Living Agency. Traditional brand marketing often sidesteps more human qualities that can help consumers form an emotional bond. Yet brands yearn for authentic engagement, trust and a lasting relationship with their customers. Emergent helps brands erase ineffective self-promotion and replace it with clarity, honesty and deeper meaning in their customer relationships and communication. For more information, contact Bob@Emergent-Comm.com and follow on Twitter @BobWheatley.

Serving a Narrower Audience of Devoted Fans is a Recipe for Success

February 6th, 2020 Posted by brand marketing, Brand preference, brand strategy, change, consumer behavior, Consumer insight, Culinary lifestyle, Emotional relevance, Insight, Navigation, storytelling 0 comments on “Serving a Narrower Audience of Devoted Fans is a Recipe for Success”

One brand’s story of transformational growth.

Awhile back we represented Sargento Foods, today the leading brand in dairy case cheese. When we started, Sargento was looking for a new chapter in its legacy as a packaged cheese-specialist, family-owned company. However, the Sargento business was challenged with rampant category commoditization – cheese is cheese is cheese. The segment share leader was store brand, providing ample evidence that consumers primarily bought on price.

  • Our goal was to transform the business by reinventing the dairy case cheese category. In doing so, devise a competitive advantage for Sargento that would change the landscape against historic branded segment leader, Kraft Foods.

Working in collaboration with Brad Flatoff, Sargento Chief Marketing Officer, insight research was commissioned to dig into consumer segmentation and behaviors in cheese use. The effort unearthed an evolving consumer relationship with food. A new and important audience was emerging, roughly 26% of the category overall, who were heavy cheese users and had a budding love affair with food.

  • This food-savvy audience formed the foundation of the Food TV Network’s expanding fan base.
  • They love being in the kitchen, or on the culinary receiving end, appreciated higher quality cooking and ingredients.
  • They could tell you about the functional differences of knives and pans they used in the kitchen.
  • They bought cookbooks for inspiration and subscribed to culinary magazines.
  • They were, as characterized in the study, Food Adventurers.

As is often the case in high volume, high velocity businesses, Sargento had cast themselves for years as the choice for everyone and anyone. This thinking ironically contributed to a form of water-treading stasis that held the brand locked in a third-place share position.

Then, a remarkable thing happened. Executive leadership agreed to let the marketing team redefine the target user, narrowing in on Food Adventurers and working backwards from that profile. We built a plan that redefined the category, the product composition, the packaging, pricing strategy and communications.

In short, Sargento elected to become the premium brand in the dairy aisle and play to food quality cues the Food Adventurer would recognize and embrace. Instead of trying to be all things to all people, Sargento wisely decided to pursue an audience that was invested in food experience and paid attention to the ingredients they used.

A new product line was created called Artisan Blends that combined artisan style cheeses with Sargento classic flavors. The step-up line was priced at a premium to other products and the packaging got a make-over to accentuate the tone and visuals of a European more premium esthetic. But most importantly, the messaging was changed, and the communications tactics moved to align with Food Adventurer ambitions in the kitchen.

  • Our strategy put the brand in league with a specific set of consumers as they participated in culinary discovery and pursued elevated taste experiences. Sargento became a sponsor and participant at the South Beach Wine and Food Festival, among other events. Celebrity Chef Michael Chiarello was retained as a spokesperson and cooking videos were created with him.

Bottom line: the gears were put in motion to carve a new future based on relevance and resonance specific to a food fan consumer.  Becoming important to a segment of the marketplace rather than defaulting to the all-things-to-all-people approach. Since then the retail channel business has transformed and the future, with help from the company’s enormously successful Balanced Breaks snack product line, is on a different trajectory.

Bold moves make for big results

To a large degree the success of this shift was in the hands of Lou Gentine and his son Louie, now CEO. Their willingness to swing for the fence and re-position the business led to the outcomes that have paid lasting dividends.

The lessons here come directly from the consumer and insight into their food needs and interests. Asking, how can we be of greater value to them and make a difference in their lives? When we brought the insight research to life, all aspects of the marketing mix were refocused on how we could build relevance and value with this audience and help them on their culinary journey.

Brand strategy guru Bernadette Jiwa summarized the approach in a recent post:

“Like most of us with something to say, serve or sell, they [marketers] have to do a better job of speaking to only their right customers. They don’t depend on the footfall of mass awareness—they thrive on the loyalty of minority affinity, built one customer at a time, over time. They understand what their customers want, they make promises, then show up consistently, week in week out, without fail to keep them.

There is no one-size-fits-all marketing strategy. The tactics we use must align with our goals and the goals of the people we want to serve. How are you creating affinity with the minority of people who enable you to do your best work?”

The Sargento case study is a great example of the benefits of narrowcasting and marketing bravery.

  • When you decide to go all in with an audience that cares, and then cater to their wants, needs and aspirations, the results can be very satisfying – even transformative to the business.

This would not have happened without the insight research investment up front that, with trained eyes, unearthed the Food Adventurer target and their culinary aspirations. Armed with this understanding, the marketing plan became a lesson in ‘mattering’ to an audience of food fans. The impact on message and media was a powerful testament to why smaller engaged audience segments can have a significant impact on the balance sheet.

Can we bring this kind of fresh perspective to your business? Let’s talk.

Looking for more food for thought? Subscribe to our blog.

Bob Wheatley is the CEO of Chicago-based Emergent, the healthy living agency. Emergent provides integrated brand strategy, communications and insight solutions to national food, beverage, home and lifestyle companies. Emergent’s unique and proprietary transformation and growth focus helps organizations navigate, engage and leverage consumers’ desire for higher quality, healthier product or service experiences that mirror their desire for higher quality lifestyles. For more information, contact Bob@Emergent-Comm.com and follow on Twitter @BobWheatley.

The Impact of Higher Quality Experiences on the Future of Food

September 24th, 2019 Posted by brand marketing, Brand preference, brand strategy, branded content, consumer behavior, Consumer insight, Culinary inspiration, Culinary lifestyle, Emerging brands, Emotional relevance, food experiences, food retail strategy, Food service, Healthy lifestyle, shopper behavior 0 comments on “The Impact of Higher Quality Experiences on the Future of Food”

Once you’ve tasted an heirloom tomato you can’t go back…

For most of my adult life I have experienced a love/not love relationship with fresh tomato. The routine, ubiquitous beefsteak variety a frequent guest star that decorates the roof of a hamburger with some color. The pink flesh offers a hard, mealy somewhat bland flavor. In a salad the standard tomato as hero can be even more pronounced in its meh-ness. We hear it travels well through distribution channels and offers some shelf life. Yay.

Along comes the heirloom tomato with its erratic colors, crags, lumps and fissures to completely upend everything you think you understand about a tomato, punching your taste buds with luxurious flavor, acidity and tenderness that elevates anything it swims with. More expensive to be sure and worth every penny. Once you know this you can’t retreat to the beefsteak.

  • So it is with the continued culinary-ization of America: as higher quality food experiences forever elevate the palate and expectation of nearly everyone who eats, the baseline standard of what people want is changing with it.

Thus why strategic planning needs to address this development because as the old but very real saying goes, “times are changing and if you don’t change with them, you’re in trouble.”

What happens when the consumer is at the center of strategic planning?

If it is vital for the collective futures of food retail and food CPG companies to put the consumer at the epicenter of planning and work backwards from there, then we’re going to pay attention to cultural and behavioral shifts. The goal to sync strategies and capitalize on those insights. It is definitely not business as usual these days because the pace of change has accelerated so significantly in the last five years.

Seven observations on the changes now upon us.

The quality bar keeps rising. The impact of chefs-as-media-heroes, cooking shows, elevated corner bar food, transformation of legacy food categories with reimagined higher quality versions, and the advancement of culinary experiences at restaurants – all blend together in a perfect recipe for moving taste and quality expectations upward.

  1. Once you’ve experienced the added value of a pan reduction sauce to transform a flavor- challenged piece of chicken, you want the sauce every time.
  2. Home delivered meal kits operate as boxed culinary academies, teaching consumers about roasting techniques for vegetables, layering flavors and saucing.
  3. Higher quality ingredients and preparations now reflect the new intersection of indulgent taste and healthier. Healthy now redefined not as calorie math but the use of better quality fresh, real food ingredients, less processed and with a clean label as evidence of same.
  4. Weekends are now calendared opportunities for scratch home-cooking exploration, experiments and food adventure. Which grocery stores observe this phenomenon and move to inspire ideas, ingredient solutions, menus and culinary guidance? …More meatloaf?
  5. Maybe we’re still selling boxes, cans and bags off shelves at velocity and so there’s no time to match merchandising to the elevation of food experiences in America? Can you afford not to when disintermediating options are emerging all over the food business landscape?
  6. Restaurants are trial generators for new global flavors, cuisine exploration and realization of unique cooking techniques. Outsourced meals aren’t just about convenience on a busy night, it’s also part of the food culture milieu that’s stoking the fire of culinary excitement.
  7. Where’s the Chef de Cuisine now? He or she is a home chef operating in the kitchen looking to create, innovate and experiment with standard menus and dishes now getting an elevated makeover with layered flavors, sauces and artisanal quality ingredients.

The headline: could it be that the American home kitchen is not that far behind the restaurant kitchen, save a few thousand BTUs from the stove burner, as a place to produce distinctive flavor experiences? The answer to this query is yes. How are retailers and CPG innovators working to recognize and service this consumer? Small niche you say!? Not so fast…

In a recent report from the Hartman Group we find evidence in Compass data:

  • 39% of restaurant sourced eating occasions are efforts to lean in on the culinary skill and experience going on in the professional kitchen. Remember the quality of restaurant food keeps going up, and while doing so challenges some chain foodservice operators who are trapped in cost structures and business models that make it difficult to profitably move up.
  • 29% of at home eating occasions use cooking sauces, flavor aids, Deli prepared items, alongside higher quality produce, meat and seafood intended to replicate the restaurant experience at home.

Food culture changes are an undeniable juggernaut impacting where the ball is moving and challenging everyone to determine if they’re keeping pace with it or languishing behind.

Emergent’s guidance:

  1. Consumers want the unique, higher quality flavor experiences they find at restaurants, repurposed for them in food retail available products. Hence the emerging brand phenomena now roiling legacy CPG market shares. Consumers yearn for the surprise and delight of more innovative packaged and prepared foods.
  2. On the other side, food retail is ideally situated to sponsor artisanal exploration in cheese, baked goods, alternate proteins and cooking ingredients. Yet many find it difficult to get beyond the traditional infrastructure to position themselves in the culinary chair alongside shoppers who want more relevance and food experience in their shopping trip…and their shopping cart.

While so much preoccupation now exists with installing e-commerce platforms and digitizing the management and flow of inventory, we should not lose sight of what the consumer longs for and how we can enhance food relevance and adventure for them.

Your products and store could be a culinary Field of Dreams!

Looking for more food for thought? Subscribe to our blog.

Bob Wheatley is the CEO of Chicago-based Emergent, the healthy living agency. Emergent provides integrated brand strategy, communications and insight solutions to national food, beverage, home and lifestyle companies. Emergent’s unique and proprietary transformation and growth focus helps organizations navigate, engage and leverage consumers’ desire for higher quality, healthier product or service experiences that mirror their desire for higher quality lifestyles. For more information, contact Bob@Emergent-Comm.com and follow on Twitter @BobWheatley.

Mainlining Umami Deliciousness to Secretly Drive Growth

June 24th, 2018 Posted by Consumer insight, Culinary inspiration, Culinary lifestyle, Food and wine, food experiences, Food Trend 0 comments on “Mainlining Umami Deliciousness to Secretly Drive Growth”

Yes, the Secret Sauce IS the Sauce

To our friends in the food and restaurant business: want to know how to get people to, in effect, eat out of your hands morning, noon and night? Turns out delicious and umami are littermates and keys to the culinary kingdom of eating satisfaction, smiles and happiness. These attributes sit knocking at the front door of repeat purchase and visits.

Yes, the path to great taste is regularly paved with umami, the fifth taste sense (friend to sour, sweet, salty, bitter) discovered and minted in Japan around 1908 by chemist Kikunae Ikeda. His work determined glutamic acid lies at the foundation of great taste experiences. Ikeda then set about commercializing this epiphany by designing it in crystalline form as a flavor enhancer ̶ commonly known as MSG.

The so-called Glutamate was a shot across the bow in refining and defining what it is that humans experience and love about deeper, crave-able flavor. This discovery helps explain why there are more burger and pizza chains than any other form of foodservice business. A cheeseburger with tomato and ketchup is an umami flavor bomb. Thus, perhaps, explaining its lasting popularity across both geography and generations. Ditto pizza.

How Umami found me

It was in a Galaxy Far, Far Away – the Pacific Northwest’s city of Seattle, where my journey begins as a junior home chef on a mission to apprentice the culinary arts. I discovered a cookbook titled The Sixty Minute Gourmet, published by the food editor team at the New York Times. It famously promised to impart basic French technique to the Yankee reader in short order.

I made every dish in the book. Perhaps the chief skill gleaned in the process was saucing and caramelizing. And thus I witnessed how reduction sauces, for instance, could be created to take a plain hamburger patty to an absurdly elevated and refined taste experience. It quickly became clear that any protein or vegetable could climb the deliciousness ladder if a compatible savory sauce pooled above or below.

The sheer act of reducing stocks – vegetable, beef, fish or veal – with butter, wine and in some cases (a little bit of) cream was literally a set-up for injecting umami flavor formally described as concentrated savory, brothy and meaty-ness. Relatively neutral tasting chicken could become a culinary tour de force with a proper sauce.

On commoner ground

Umami isn’t just a highbrow culinary concept. The ubiquitous bottle of ketchup also sits high on the umami ladder, and also probably explains why $8.6 billion of the common red condiment is sold every year in America, a per capita spend of $17.85 per person per year, according to Statista. No surprise Heinz owns about $1.4 billion of that lucre. What’s at work here, in addition to the brothy meaty-ness, is flavor intensity, mouth feel and a redolent savory-ness. When savory is combined with a creamy-like carrier that takes up residence on the tongue, magic happens.

  • The intense salty, nutty richness of correctly aged Parmesan cheese provides another umami-bite example; hence why cheese is, in many ways, king of the umami empire. Translating this understanding into business opportunity can be summed in an innovation cornucopia of opportunity.

Condiments, sauces, toppings and marinades can be employed as umami revitalizers, providing transformative power to reinvent otherwise bland and less interesting foods and menu items. Flavor enhancers impart what the senses want in appetizing taste experiences. It can alter the perception of value in the consumer’s passion for food adventures. Such as:

  1. Bone broth instead of stocks due to its inherent richness, mouth-feel and flavor depth.
  2. Soy, Teriyaki, sesame oil and other Asian sauces that drive the experience of a noodle way past its hereditary plain and maybe boring self.
  3. Sauces and proteins are a marriage made in heaven and allow not only for amping the delicious quotient but also bringing global flavors for an adventurous twist.

In short – bowls, pasta dishes, proteins, salads, vegetables and sandwiches can all be elevated by cranking up the umami index.

Quick innovations

Sauces and toppings can be a faster path to reinvention and reengineering packaged foods and dishes. Think of umami as flavor paint that accompanies anything it sits on or near, to bring the glutamic acid punch that sends ordinary to extraordinary.

The novel use of fresh real-food ingredients to form the basis of umami richness adds to the alchemy of creating flavor without resorting to the chemistry set. In the end, it is deliciousness that wins. Umami is the envelope that enrobes common foods in something special. The outcome is business growth because of the surprise and delight it imparts.

I know because here at the Wheatley house, Hamburger Soopreez as we call it is one of the most popular dishes on the family menu due to its umami bath. Thanks for getting us on the road Ikeda-san.

Looking for more food for thought? Subscribe to our blog.

Bob Wheatley is the CEO of Chicago-based Emergent, the healthy living agency. Emergent provides integrated brand strategy, communications and insight solutions to national food, beverage, home and lifestyle companies.  Emergent’s unique and proprietary transformation and growth focus helps organizations navigate, engage and leverage consumers’ desire for higher quality, healthier product or service experiences that mirror their desire for higher quality lifestyles. For more information, contact Bob@Emergent-Comm.com and follow on Twitter @BobWheatley.

 

Home cooked meals

Kitchen Commanders Hold Reign

April 20th, 2018 Posted by brand marketing, Brand preference, brand strategy, consumer behavior, Consumer insight, Culinary inspiration, Culinary lifestyle, grocery e-commerce, shopper behavior 0 comments on “Kitchen Commanders Hold Reign”

Mining the resurgence of scratch cooking

The kitchen is mounting a serious popularity comeback as consumers increasingly opt for meals at home over meals cooked somewhere else. While digital grocery buying is on the rise, the net outcome of what’s purchased, regardless of shopping channel, ends up sooner or later in a sauté pan on a cooktop.

Yes, it’s true in our online, connected world – in five to seven years, and maybe sooner – 70 percent of consumers will be purchasing food and beverage products online. That ladders up to more than $100 billion in transactions by 2022, according to Nielsen Digital Imperatives report.

  • Of note: we’ve already arrived at the end of borders, boundaries and lanes in channel shopping behaviors. Omni-channel shopping is simply a reflection of the increased comfort level with buying fresh and perishable foods online – the last remaining barrier to crumble in favor of e-commerce growth. What lies ahead is the demand for fluid, seamless shopping experiences as needs and preferences move from mobile ordering to in-store exploration, from delivery to squeezing your own tomatoes – all inter-changeably.

Whether brick and mortar food retail is optimally positioned for this reality is unclear. What is crystal clear, however, is a shift in supermarket business models from selling e-commerce friendly boxes, cans and bags off shelves at velocity, to answering preferences for navigating the perimeter fresh grocery departments. This is where consumers increasingly labor to solve real-time meal and menu needs using ingredients they expect to cook. Shop at 5 pm and eat acquired food at 7pm.

Adventures in culinary experience – at home

According to The Hartman Group’s “Transformation of the American Meal” report, seven out of 10 consumers currently eat scratch prepared meals at home. “Americans tend to agree that the best meal – the healthiest, tastiest and most emotionally satisfying is a freshly cooked homemade meal,” reports Hartman.

This makes absolute sense:

  1. Fresh, real foods are seen as healthier and higher quality. These items involve cooking.
  2. People want more control over ingredient quality, preparations and portion sizes; this includes seasoning and sweetening decisions.
  3. The emergence of meal kits also helps simplify the menu decision and the cooking process with partially prepped ingredients.
  4. Popularity of cooking shows and food websites/blogs, reveals the growing fascination with creativity and learning in food preparation and skills development.

Cooking is back with a vengeance. Scratch cooking behaviors will vary in intensity and commitment from heat-to-eat prepared meals to creating an entire menu from whole foods. Somewhere in the popular middle are meal recipes that combine fresh food ingredients with some packaged or pre-made items such as pasta, stocks and baked goods.

However you slice it or dice it, this is a bona-fied banquet of opportunities for food and beverage companies wanting to forge deeper relationships with consumers. How? By helping enable their passions in the kitchen.

While food choices and possibilities are more abundant than ever before, time and energy continue to grow scarce. With time scarcity is the increased need for guidance, ideas and support in various forms that help consumers achieve their culinary passions (if not their day-to-day meal preparation needs) with minimal frustration.

The friction for consumers grows in tandem with increased shopping trip frequency for smaller, meal-focused baskets. People don’t really know what they’re having for dinner, the most considered and mentally taxing meal of the day, before it’s just about time to sit down at the dinner table. What’s emerged is just-in-time food shopping aimed at creating a menu. Food retailers need to solve the meal trip phenomenon with more convenient in-store experiences (grab and go kits). Navigating a 60,000 square foot store for five to seven items will increasingly drive food shoppers online for easier click and collect or shortened delivery windows.

We know that brand building in the consumer-control era begins first with empathy for shopper needs and interests. If a food or beverage brand wants to forge a deeper relationship, it will be founded on becoming more meaningful and valuable. It’s clear the opportunity here is to help solve these recurring ‘what’s for dinner’ challenges.

The cornucopia of food brand marketing solutions:

  • Meal ideas, menus and shopping lists
  • Assistance with recipes, preparation steps and enhancing cooking skills
  • Creating or enabling in-store culinary events and tasting experiences
  • Building social channel communities of like-minded home cooks sharing ideas, experiences, hacks and recipes
  • Creating culinary clubs and educational experiences to inspire new food adventures and experimentation
  • Marrying kitchen tools with the food to enhance reliable, optimal outcomes –especially in baking where precision is essential
  • Considering culinary lifestyle marketing strategies that surround the consumer in their areas of interest and passion from health and wellness to global taste exploration

Message and content creation opportunities here are virtually boundless. The opportunity to be relevant and valuable is compelling. But to be sure, this is one of those moments when brand voice and authenticity will ultimately separate the winners from the posers.

If your organization lacks a fundamental passion for food and culinary experience, it’s doubly hard to bring relevance and proper context to marketing communication. Consumers are amply able to identify the genuine from the artificial.

If your organization breathes the love of food and food experience, it will manifest in the quality of communication that drives brand value and engagement levels. Consumers will reward food brands that align with their needs by opting in to user communities.

It is, indeed, the Golden Era of food marketing.

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Bob Wheatley is the CEO of Chicago-based Emergent, the healthy living agency. Emergent provides integrated brand strategy, communications and insight solutions to national food, beverage, home and lifestyle companies.  Emergent’s unique and proprietary transformation and growth focus helps organizations navigate, engage and leverage consumers’ desire for higher quality, healthier product or service experiences that mirror their desire for higher quality lifestyles. For more information, contact Bob@Emergent-Comm.com and follow on Twitter @BobWheatley.

 

 

 

 

 

 

 

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