Posts in Culinary lifestyle

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!

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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.

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.

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.

 

 

 

 

 

 

 

Millennials and Meal Kits: Will Dynamic Duo Shine in Supermarkets?

March 15th, 2018 Posted by brand marketing, CMO, Culinary inspiration, Culinary lifestyle, food experiences, food retail strategy, Food service, Food Trend, shopper behavior, Supermarket strategy 0 comments on “Millennials and Meal Kits: Will Dynamic Duo Shine in Supermarkets?”

Retail kit growth could impact restaurant business…

Recently we learned that Walmart is planning to introduce prepared foods and meal kits to their stores nationally. This action is in response to an increased interest among Millennial shoppers for more convenient and higher quality, fresh ingredient meal solutions.

Given Walmart’s massive size, the impact of this move could create more challenges for an already stressed restaurant marketplace and help trigger other supermarket companies to upgrade their own meal kit strategies, compounding the impact. Technomic reports business has slowed for the last two years at the nation’s top 500 restaurants. At casual chains like Olive Garden and Chili’s, growth went from an average 4.7 percent in 2015 to flat in 2017.

Millennial preference for home cooked meals

According to Port Washington, NY-based NPD Group, 83 percent of Millennial consumers report more cooking at home and fewer restaurant visits, while 63 percent of Millennials say they want to cook more.

Concurrently the supermarket business is in the midst of transformation as Millennial shoppers flipped the script, causing a move away from traditional center store packaged foods, to shopping the perimeter departments for fresh, real food options. The fresh trend is seen as evidence of their preference for home prepared meals. Thus, also helping explain why legacy “big food” brands have seen their market shares decline in key packaged food categories over the last 10 years.

  • At the core of this behavior is a central theme: virtually all generation cohorts – from Boomers to Gen Z – have connected the dots between higher quality, real food experiences and desire for a healthier lifestyle.

The interest in cooking at home is an outgrowth of efforts to assert greater control over ingredient quality, preparations and portion sizes along with the ability to better manage household food spending. At Emergent we see another explanation: the consumer’s love affair with food and culinary inspiration continues. The desire to exercise that creative calling in the kitchen is strong as it fulfills the number one driver for food purchase and consumption: healthy lifestyle. Consumers tacitly believe that home cooked food is healthier.

Boxed food adventures

Perhaps one of the most important, embedded features of meal kits is the ability to experiment with new cuisines and flavors at low risk and with ingredients already portioned and in some cases prepped.

When dinner is now often decided at 5 pm the day of consumption, kits are an enticing just-in–time option to solve the meal need, without having to shop a 50,000 square foot store for five to seven items. It’s a form of high quality culinary convenience that meal kit companies like Albertson’s Plated brand often deliver with a backstory and ethos sitting underneath.

Millennials passed Boomers in 2016 to become the largest domestic audience of shoppers, numbering some 75.4 million topping the Boomer generation’s previous lead of 74.9 million mouths. This generation has grown up with global cuisine; the rise of specialty food markets, locally-sourced ingredients, unique restaurant concepts, and even chef-driven bar food.

It’s telling to note that fully 24 percent of the entire Millennial cohort shopped Whole Foods last year even though the chain has only 430 stores – a remarkable statement about their interest in higher quality food options.

As e-commerce gobbles up more transactions for pantry stock-ups, the food retail business will depend increasingly on its ability to curate unique food experiences and fresh ingredient solutions – and that plays right into the hands of grab-and-go kits. What’s not to like, as kits deliver:

  • Curated don’t-have-to-think-about-it menus
  • More convenient scratch cooking solutions
  • Wholesome, higher quality ingredients
  • Easier and quicker prep time
  • Experimentation vehicle for new cuisines, new techniques and personal customization

Food-enthusiastic supermarket?

The meal kit business is symptomatic of larger changes looming ahead in food retail as e-commerce disintermediates the packaged foods category. As a result, supermarkets will be forced to redefine their models once built around selling those packaged products at volume to fuel the balance sheet.

Emergent believes the future of food retail lies in mining culinary inspiration and food experience. Creating the Disneyland effect of “magic” around food adventure and the consumer’s interests in more innovative and interesting food solutions.

Can the food enthusiastic grocery be far behind? The growth of groceraunt concepts will continue to gain ground as food retailers look to leverage their expanding commissary investments for meals to be consumed on site – yet another customer relationship building opportunity! We anticipate more supermarket jobs for classically-trained chefs as a result.

What’s next for foodservice?

Restaurants are entering a new era of innovation competition to more rapidly evolve menu boards and offerings that reflect the cutting edge shifts in tastes, new ingredients and food culture. Restaurants have always been the tip of the spear in new food trends that then trickle down into other channels in the food industry.

Now more than ever the call to action gains momentum for restaurant companies to explore tastes, preparations and ideas to stay ahead as supermarkets improve their fresh food quality, ingredient standards and Deli menus.

It seems to us that restaurant companies also need to explore further the equity in their own brands to potentially create new signature food products that compete in other channels – much as Dunkin Donuts has done with their superb coffee line and Panera with their soups.

  • Millennials’ enthusiasm for food and healthy lifestyle will continue to push grocers to earn their business by providing the quality, selection, and preparation options they want. Restaurants, while innovating on flavor and cuisine, may need to consider expanded channels as enhanced, food-enthusiastic food retailers vie for share of meal occasions.

This may be the most exciting time ever to be in the food business!

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.

 

 

 

 

 

Mining for Growth: The Consumer’s Relationship with Food

March 2nd, 2018 Posted by Agency Services, brand marketing, brand strategy, branded content, CMO, Culinary lifestyle, Digital marketing, food experiences, Healthy Living, Marketing Strategy 0 comments on “Mining for Growth: The Consumer’s Relationship with Food”

Marketing and the day’s main meal

Cultural shifts and changes impact how consumers treat eating occasions. This condition becomes even more important as people no longer build their schedules around mealtimes. The script has flipped and thus mealtimes are arranged to facilitate the daily schedule.

In this new world order that puts time and where it’s spent at a premium, distinct functional requirements have surfaced around the consumer’s objectives for breakfast and lunch. Breakfast now orbits the purposeful necessity of energy needs and is often governed by habit and routine. It’s also subject to elimination at times. Whereas lunch often falls victim to another evolving behavior – snacking. Like the start of the day, lunch serves as another fuel-stop to drive the personal engine, often while navigating a complex schedule and a fluid set of time priority constraints.

The dinner bell singularly chimes as a culinary and social oasis…

Dinner continues to hold steadfast as the clear winner in time devoted to food thinking, planning and engagement – offering a unique opportunity for brands to become enablers and participants in a personal and social culinary journey.

  • Dinner is a food-forward rite where the meal and menu serve as a means to elevate enjoyment, self-esteem, creativity, exploration and social engagement.

Breakfast, lunch and snacking reside in a practical, efficiency zone. The consumer’s brain-time investment is just different than dinner. In the evening, according to The Hartman Group’s Transformation of the American Meal report, the experience around food and preparation takes on a higher level of priority and added meaning.

What does the consumer aspire to do with dinner?

Hartman reports to fulfill their expectations for:

  1. Good food – nutritious and delicious
  2. Good cooking – skillful, personalized and often from scratch
  3. Good company – enjoyable moments and warm conversation

So, the logistics around dinner are on another level entirely for food sourcing, creativity, time spent and energy invested by home cooks and their helpers. Simply stated, dinner is less routine, not snack-ified and works to satisfy the yearning for shared food adventure.

As a marketer could you find more fertile territory for engagement than the one meal occasion where inspiration and help are clearly needed?

Dinnertime is a clear pathway to relevant engagement

Dinner is rich connection territory and we’re not just talking about flavor profiles. Dinnertime is an open field for resonance exploration and relationship building for both CPG food and foodservice.

When the day has been too mentally and maybe even physically taxing, outsourcing the evening meal is on the agenda. That said we know from secondary studies that people prefer home-cooked meals when they can do it and believe those meals are universally healthier – as home cooks are able to control ingredients, preparations and portions.

However, when scheduling overload collides with evening mealtime needs, restaurant and other “do it for me” solutions hold sway. Meal kits sit in an interesting position as low-risk enablers of culinary exploration, while also making it easier to deliver a high-quality meal with less effort mentally and at the stove.

Ordering food for delivery or visiting a restaurant shifts the balance of time investment from culinary work to social interaction – an important component of the evening mealtime experience.

The eco-system of needs and requirements for the evening meal is a place where brands can play a pivotal role. Key direction: help make dinner meal planning and execution more enjoyable.

Areas to leverage strategically:

  • Health and wellness – key to lifestyle preferences across the board. What’s the bulls-eye? Helping people bridge their interests between healthy ideals and indulgent desires. Now that higher quality food experiences have become the new healthy, the door is open to blending these two universal human needs.
  • Palate planning – for the most part dinner has increasingly become a just-in-time mini-shopping event as people, often coming from work, stop at the store to shop for menu ingredients. Right there is a moment of uncertainty that can become more purposeful with the right menu ideas and curated shopping lists.
  • Social connection – the social milieu around dinner is an interesting pastiche of enlivened senses, warmth, close attention and enjoyment that enables sharing and conversation. The dinner table is more than a piece of furniture. It’s a place where memorable moments and personal connection are served right alongside the main course.

If effective brand communication is dependent entirely on its relevance to consumer interests and passions, then imbuing your brand with greater meaning becomes paramount in making marketing investments work.

Knowing this, dinner is an important moment and opportunity where need and fulfillment are open territory for brand helpfulness. Also vital to note is the significance that food culture informed strategies play to secure consumer engagement in social channel and content marketing outreach programs.

  • Said another way, it is often the absence of cultural resonance and connectivity that dooms brand communication to the vast pile of ignored messages.

It’s our job here at Emergent to monitor these cultural and consumer-insight conditions so we’re able to respond strategically and creatively for the brands and businesses we represent. If your strategic plan isn’t feeding and exploring these important moments of real-life consumer connection…then you’re potentially skipping the marketing meal that offers the greatest opportunity for engagement and brand growth.

Is it dinnertime yet?

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.

 

AMAZON GO OPENS TO PUBLIC; RETAIL TRANSFORMATION BEGINS

January 21st, 2018 Posted by Consumer insight, Culinary lifestyle, food retail strategy, Food Trend, Marketing Strategy, Retail brand building, retail brand relevance, shopper experience, Supermarket strategy 0 comments on “AMAZON GO OPENS TO PUBLIC; RETAIL TRANSFORMATION BEGINS”

Emergent announces retail transformation services

After a year in beta test, Amazon today opens its new high tech retail concept – Amazon Go — to the Seattle public. With it a new era in food retail begins, one that we believe will be transformational on more than one level.

Undoubtedly most of the coming media feeding frenzy will be focused on Amazon’s Just Walk Out technology, and the computer vision, deep learning algorithms and sensor fusion capability that sits underneath their no-checkout-line innovation. Importantly though, at Emergent we’re watching closely how the store is designed and curated to reflect consumer preferences for higher quality, fresh products for either immediate consumption or at-home meal execution.

Food retail has followed a familiar formula for decades, built around a focus on packaged food and pantry stocking. This has defined the shopping experience for a generation. Amazon Go at 1,800 of retail square feet is more convenience store than grocery. But the entire platform is edited to optimize and leverage shopper interests:

  1. Everything matters — and consumer insight informed merchandise selections are critical to match the consumer’s desire for fresh foods and upgraded snack and meal experiences. Carefully edited choice is a good idea.
  2. An on-premise display kitchen conveys the fresh, culinary inspired fresh preparations people prefer.
  3. An array of four to five rotating meal kits brings grab-and-go to full meal solutions.
  4. Integration of Whole Foods 365 store brand products offers its own, embedded quality cachet to packaged shelves.

Elimination of the check-out immediately removes friction from the shopping experience. So, yes, we believe this leap will be greeted warmly by people who have better things to do than stand in line.

The most important shift from our perspective is the product curation itself. Grocery stores ask the consumer to conform to its business model, to serve its supply chain relationships and its legacy shopping format – which is more about stock-ups in an era when consumers increasingly shop smaller baskets looking for just-in-time fresh ingredient meal solutions.

With Amazon Go we now have a food retail concept that religiously follows what the consumer wants in addition to how they want to shop (more convenience). The future of food retail must be centered on consumer relevance rather than just a mirror of routine retail infrastructure and traditions.

So today Emergent also announces our retail transformation services, intended to help food retail bring the consumer to the center of business and strategic planning. At a time when Amazon once again changes the game to secure a greater share of food shopping, Emergent’s transformation services for food retail address improvements to brand mission and go-to-market strategies.

Why does it matter? As Kevin Coupe wrote in his announcement story in his special edition of Morning News Beat, as Don Quixote’s sidekick Sancho Panza opined, “Whether the stone hits the pitcher, or the pitcher hits the stone, it’s going to be bad for the pitcher.”

Amazon is the stone. You already know who the pitcher is.

We’re here to help.

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.

 

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