Posts tagged "transformation"

Taking Truth to the Bank

January 6th, 2020 Posted by brand marketing, Brand preference, change, CMO, consumer behavior, Consumer insight, Insight, Transformation, Transparency, Validation 0 comments on “Taking Truth to the Bank”

Transforming business outcomes through transparency

How can we make marketing most effective?

Here’s a story about how an investment in transparency can make a big difference in consumer engagement and business outcomes.

Imagine a pet parent in a pet store looking for the right food to buy for their beloved dog or cat. Unlike human food where you can see if the steak is fresh and well-marbled or squeeze the tomato to determine if it’s ripe, pet food presents a bag of curious brown nuggets where the label becomes the lesson. Yet how do people truly know what’s inside the bag after trying to decipher the label jargon? Facts are you don’t. It’s a leap of faith.

Simply stated, consumers have questions burning inside of them. If we don’t answer them a disconnect occurs.

Why? The world we now live in is a skeptical place. People require trust and belief about the brands they care about but find it hard to secure when confronted almost daily in the media with half-truths, omissions, deceit and integrity challenges.

In this uncertain environment marketers want their messages to be seen, heard and acted upon. However, consumers routinely tune out and ignore many of those investments, in part because the messaging fails to connect in a meaningful and credible way. A dilemma we’re about to solve through applying deeper meaning…

Nowhere can we see this credibility challenge in greater relief than the pet food industry, a super high involvement category for pet parents, where the product form provides no visual cue about what’s inside or proof of ingredient quality. Yes, the label lists ingredient categories, but nothing to truly verify if the meat, for example, was fresh or raw and where it came from rather than the more common powdered (lower grade) version.

You already know that pets are revered, doted over family members. The most direct way to express the love we have for our furry companions is to provide the very best nutrition we can afford, given food is connected to pet health, wellness and happiness. People genuinely care about pet food, so how can we reward this significant level of interest and concern about diet quality? Please note, this concern is just as valid in human food categories.

Ironically, the vast majority of marketing communication in the pet food business suffers with sameness. From brand to brand, claims are made about percentages of high protein and meat use because dogs and cats are carnivores and their ‘ancestral diet’ leans heavily on prodigious amounts of these ingredients. It remains nonetheless an assertion, requiring trust that the brown nugget is made from the claimed fresh chicken. Incidentally sameness is a blur and lacks distinctiveness fueled with memorability, essential for marketing effectiveness.

Being overtly clever these days doesn’t really help because consumers work to avoid anything that walks or talks like shameless self-promotion.

Champion Petfoods and the industry’s first move to authentic transparency

Champion, in fact, makes some of the highest quality pet food in the business in their ORIJEN and ACANA brands. Yet this remains a claim, requiring said leap of faith for acceptance.

Trust is essential these days to business growth. But periodic recalls and product liability litigation du jour in the pet food business can dilute confidence. For the most part, pet owners feed their pets and “hope” all is well because the bowl is emptied, and Fido wags his tail.

Emergent and Champion wanted to leap over the category-wide skepticism and find a better path to consumer connection based on the pet parents’ keen interests. Champion has long-standing partnerships with regional farms, ranches and fisheries to supply their two kitchens in Alberta, Canada and Auburn, Kentucky. This essential truth could be brought to life and so we created the Champion Transparency Council with a team of outside third parties, including Veterinary physicians and real-world pet parents.

It was an industry first and required the company to be transparent in every way about ingredient sourcing and all aspects of product creation. The Council members were given complete access to the kitchen from loading dock to packaging line and also witnessed every aspect of how food is made. Additionally, they visited the farms, ranches and fish suppliers to see where the ingredients like fresh Bison and Catfish were sourced.

They were hands on with the fish later to appear in a bag of pet food.

Emergent helped build a multi-channel communications platform around The Council members’ experiences and independent reports. The Council participated in media interviews, ads were developed, reports were distributed through social media channels, and web pages established as a home base for their content. The Council members’ reports were personal, emotive and filled with examples of their own life experiences with their pets as well as what they saw, learned and experienced in Champion’s kitchens and supplier activities.

This program by the way, was Champion’s first engagement with an outside agency partner and so the entire program was built on a modest budget where every dollar spent needed to work like 10.

The bottom line – The Transparency Council effort made heroes of partner farmers and told stories through the authentic, credible voices of pet parents and Vets. As a pet business first, Champion’s visibility in the industry media went from near zero to a standout share of voice leader.

Most importantly, the Transparency Council verified and validated what Champion claims about their food and provided the evidence to earn trust and belief about pet diet quality among pet parents, distributors and key stakeholders. This coincided with the company’s successful move into Petco and helped the business retain the confidence of its large community of independent pet retailers.

Transparency proved the point. It helps people get to trust because the character of the communication is honest and trustworthy.

The secret sauce of this effort is the nuance and attention to detail required: from how the Council is constructed and managed to how the communication was presented, the messaging that was emphasized and timing of its distribution. Expertise as you can imagine is required.

Transparency can be a strategic lever to enhanced marketing outcomes

These days people want to know more about the foods and beverages they ingest. They care about the quality of ingredients used and want to know the backstory on where ingredients came from and the standards employed to ensure freshness, quality and safety.

The number one concern for consumers is health and wellness. This is served through the quality of the food and beverage they buy. This helps us understand why the food and beverage industry is being turned upside down in the quest for products with cleaner, simpler ingredients and responsible sourcing.

More often than not, opportunities are missed by many brands because the product creation story isn’t fully realized. Marketers want people to believe what’s claimed.

Trust must be earned and transparency is a trust engine. When correctly deployed it works to humanize the brand voice and build a deeper and more valued connection.

What’s your dormant transparency story?

How can you distinguish your brand as the one deserving of trust among your competitive set?

Emergent can help you discover how to leverage these insights for improved communications effectiveness and consumer engagement.

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.

Curbing the Pandemic of Brand Narcissism

December 22nd, 2019 Posted by brand marketing, brand strategy, change, consumer behavior, Consumer insight, Emotional relevance, Growth, Higher Purpose, Human behavior, Insight, storytelling, Transformation 0 comments on “Curbing the Pandemic of Brand Narcissism”

Most brand messaging misses the mark because it’s upside down.

Far too many brands and businesses are inadvertently ignoring the fundamentals of successful communication. Engagement is elusive and budgets are wasted because brand stories are either ignored or actively avoided. The misfire happens because the basic principles of how consumers respond to communication relevant to them isn’t embedded in how the brand goes to market.

Every great, powerful and engaging story needs a hero, a problem to solve, a guide, a struggle and a transformative outcome. But most of the time brands make themselves the hero of the story, focused on myopic selling of product features and benefits. Right there the disconnect occurs because consumers aren’t listening any longer to self-serving forms of brand outreach.

Brand narcissism is alive and well…

It’s a pandemic. Far too many businesses believe the marketing strategy needs to be about themselves. Conventional logic states the challenge is clearly, succinctly stating the product attributes in a persuasive (where creative weighs in) way. There was a time pre-Internet when brands controlled the flow of communication and this form of outreach was the norm.

In the digital era consumers have gained absolute control over the brand/user relationship and their ability to avoid “selling” is unassailable. All it takes is a few hours of commercial interruption on TV and you are witness to the pandemic of brand narcissism that reigns over the airwaves on a daily basis. The explosion of streaming platforms that are devoid of commercial side trips is testimony to the relief consumers want from the constant drip of 30-second selling.

The secret to going from upside down to right side up

But there’s hope, and light, and resolution ahead. Together we can end the tyranny of brand narcissism and gain the eyes, ears and devotion of consumers who embrace the brands they care about and actively “join” the brand as members of a growing, engaged community.

Who is the hero of the brand story? It’s not the brand, it’s the consumer. When the brand puts the consumer at the center of strategy creation and works backwards from there, the door is opened to a potential connection. It is the consumer’s needs, pain points, problems, concerns, wants, desires and aspirations that matter most. The story begins with them and in that moment of insight we find the most important opportunity for improved brand communication and outcomes: relevance – to the consumer and their life’s journey that we are working to improve.

What is the brand’s role in the story? Every winning, successful cinematic story follows a similar path – the brand is the guide, the expert, the wizard who helps the hero learn and understand the path to transformation. Luke Skywalker had Yoda. Frodo had Gandalf. The brand is an inspiring coach in a storytelling dynamic that begins with understanding and empathy for the consumer’s interests and struggle for improvement.

Food and beverage the living example

What is it consumers are looking for from what they eat and drink? You may think it’s 25 percent less sodium or plant-based ingredients. People have connected the dots between the quality of what they ingest and the quality of their lives. What they care about is their health and wellness; the connection that has to their energy, performances and longevity.

We are all human beings and in that irrefutable condition, who desire the experience of great taste and the warmth of social interaction around the dinner table with friends and families. For some, the love of food runs deep in the kitchen where creativity, experimentation and learning are unleashed, while delivering the product of that skill as an expression of love for others in the family who will enjoy the feast they’ve prepared.

Functionally some foods may also be tools to improve exercise regimens, sports activity, assist sleep, promote brain function or the like. But it isn’t the chemistry they care about. It’s the ambitions they have for personal change and improvement. Are we talking about their journey, conflicts and desires? Is the brand a guide and coach along the way?

This works when the brand realizes the path to greatness and transformative growth is fueled by actually, actively working to improve the lives of customers. This requires a less transactional view of the relationship.

The role of higher purpose

At a recent gathering of new and emerging brands at a conference in Chicago connecting potential investors with founders, a dozen companies made their pitch to an audience of potential check writers and influencers. I was surprised that only one out of the dozen presenters talked about a higher purpose for their brand and business.

It may be popular these days to say that the vast collection of new food brands now coming to a shelf near you all begin with a mission to support sustainable agriculture, lower the carbon foot print, hydrate those around the globe without access to potable water, but we find that many have not optimized or fully discovered the higher purpose they need to embrace.

Why does this matter? Because consumers want to align themselves with brands that share similar values. People are on the hunt for deeper meaning and care, deeply, about the role beyond commerce that brands play in making the world a better place. This cannot be bolted on to the marketing plan; it needs to come from a deeper space and with greater significance that informs every decision the business makes.

The impact on brand storytelling and traction is dramatic. People want to be a part of something greater than themselves. When the brand has a real mission, there’s a reason to join the community of followers that transcends the high-quality recipe made with natural, organic ingredients.

This is harder than it looks

You can’t dial up higher purpose from central casting. You can’t simply alter the tone of your communication without understanding the consumer’s real wants and wishes. At Emergent, we employ a message mapping process designed to capture this insight and intentionally design the brand story around the connection between consumer as hero and brand as guide.

It can be hard to stop the train of brand narcissism because it feels somewhat natural to be inwardly focused. After all most businesses are organized around the herculean efforts to create a terrific product.

However, the benefits of moving to an enlightened model with the consumer at the center are significant and bring assurance that the investments made in outbound communication will indeed engage and be received.

After all, brands want confidence that the investments in marketing are optimal and perform as desired. That confidence will be realized when the outreach plan understands the vital role of reciprocity in the relationship with consumers who graciously grant their most precious asset: scarce time and attention.

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 New 5 P’s of CPG Marketing

October 30th, 2019 Posted by Agency Services, brand marketing, change, CMO, Consumer insight, Growth, Higher Purpose, Marketing Strategy, storytelling, Transformation 0 comments on “The New 5 P’s of CPG Marketing”

Planning shifts to a set of consumer-savvy principles

During the old command, control and persuasion era of brand building, the common ground for planning coalesced around the legacy 5 P’s of marketing: product, price, promotion, place and people. Brands took charge of their destiny and managed their future progress mostly with increased advertising spending.

Now, things have dramatically changed.  Technology has:

  • Shifted control of brand engagement to consumers
  • Massively disrupted and reshaped food culture and preferences
  • Knocked down the barriers to entry for new food and beverage ideas
  • Enabled these ideas to rapidly find a market and scale
  • Allowed the small and artisanal to gain traction, and redefine what quality expectation is
  • Empowered people to share experiences and influence the trajectory of business
  • Changed the face of brand communication, now about relevance and deeper meaning
  • Exposed the inauthentic and triggered the move to greater transparency
  • Informed the growth of online communities and the role of credible influence to build trust

Perhaps the most salient example of transformation yet is the landmark 2017 Deloitte and FMI study revealing the disruption of the old taste, price and convenience purchase behavior yardsticks for food and beverage products. These legacy drivers are now eclipsed by a new set of criteria including health and wellness, transparency, visibility to the supply chain and food safety.

The primary conclusion from all of this – is the rise of consumer-centric planning based on recognition that future growth is shaped by a brand’s ability to create and hold alignment with the needs, interests, desires and concerns of their core users. For the most part, the original 5 P’s were inwardly focused on the company’s products and self-directed decisions. Now the move to consumer control requires a more enlightened view of strategic plans founded on up-close customer insight.

Here are the new 5 P’s of marketing planning:

Engagement has moved beyond the product to include other important areas of value and meaning to people.

  1. Purpose

Purchases are now symbolic of what consumers want the world to believe they think is important. Thus shared values have surfaced as a core tenet in brand preference and the consumer’s willingness to engage rather than avoid marketing outreach. Purpose isn’t philanthropy. Consumers want to attach themselves to brands that carry deeper meaning and intentionally build their business around a higher purpose that rises above transactions – focused on authentically improving the consumer’s life and the world around us.

  1. Pride

People want to be inspired by use of the brand. Purchases are not secured through analytical arguments and fact-based selling of yore. Today’ consumers arrive at their decisions from the heart not the head, based on a feeling they have in the presence of the brand. Inspiration, aspiration, desire, impact and purpose form the recipe for baking the emotional attachment people have with the brands that matter to them.

  1. Partnership

If brands now exist to improve the lives of their users and become an enabler of their aspirations, then this less self-centered approach automatically requires a measure of authentic partnership between the players. How do genuine partners operate? Reciprocity today is an important component in how brands and consumers interact with each other. As a true lifestyle partner, brands can operate as coaches and guides on the path to a healthier, happier life that people aspire to lead.

  1. Protection

Brand relationships must be built on a foundation of belief and trust. These qualities now are earned through experience and verified by sources and voices people trust. Consumers want to feel secure in the knowledge that favored brands will always have their best interests and safety at heart, and will not put them at risk either through degradations of standards or processes that put the company’s self-interest above their own.

  1. Personalization

We are awash in data about the preferences and interests of users. Brands know more about consumer preference than ever before, ushering in a new era of customization. Product offers can be tailored to the consumer’s specific needs and interests. How this condition manifests will be a key component in strategic planning in the years ahead. People will come to expect that brands understand who they are, what they care about and will deliver products that meet those needs.

Bernadette Jiwa, one of our most literate and erudite marketing minds, has an uncanny ability to distill transformative change into its most fundamental elements. Here’s how she recently expressed the relationship between brands and consumers:

“Most marketing makes the company the hero.

Most companies go to great lengths to prove that their product is better.

Most marketers’ main aim is to close the sale.

The most effective marketing makes the customer the hero.

Beloved brands show people who they can become in the presence of their product. 

The best marketers give people something to believe in, not just something to buy.”

Increasingly brand relationships are taking on the characteristics of human friendships where honesty, openness and trust are paramount. The great news in all of this is the potential reward of curating tribes of believers who “join” the brand not as buyers but as fans and followers.

Most exciting is the depth and breadth of “voice” brands can earn by moving from source of product to resource and partner. We’re no longer dependent on the artifice of paid cinematic style advertainment to encounter, inform and converse with our best customers. Instead, we now have the freedom to engage with them genuinely…authentically…you know, like people.

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.

 

 

 

 

 

 

 

Importance of Brand Building to the Future of Emerging Food and Beverage Businesses

October 24th, 2019 Posted by brand marketing, brand strategy, change, CMO, consumer behavior, Consumer insight, Emerging brands, Emotional relevance, Higher Purpose 0 comments on “Importance of Brand Building to the Future of Emerging Food and Beverage Businesses”

Early priority trap – singular devotion to sales

In our interactions with emerging food and beverage brands we take note of a consistent condition between virtually all nascent businesses: a single-minded focus on sales. Certainly it makes sense especially in the earlier stages of development that founders/owners are preoccupied with securing the next account and building the pipeline.

It’s not unusual for us to see lean teams with limited bandwidths deployed in a recurring cycle of production to distribution to account selling activity. Marketing in these cases is often light on strategy – and reduced to a few tactics in the form of social media posts, periodic press releases and an occasional third-party influencer/blogger outreach.

Today we make the case for starting early to invest in brand building. In the end entrepreneurs may believe they are on earth to sell their better mousetrap, and more of it, until an exit strategy is achieved. In fact, what should also be going on here is purposeful development of the one asset that holds the valuation multiples and burnishes the customer relationship, your brand.

Why This is Important Now

People are emotional creatures who (backed by reams of scientific evidence on behavior) do NOT make fact based, rational decisions on the brands they prefer and that matter to them. The story you should be telling must be specifically packaged and presented to begin sewing the emotional fabric and connectivity to your brand and its deeper meaning. Brand purpose is not a nice to have, it’s a must have.

Simply stated: you are not selling a product but rather a feeling people have in the presence of your product. Here we’ll lay out the pathway to greater success and scale based on a more enlightened view of what’s required to make the leap to sound marketing.

Primacy of Product Experience

First, we should acknowledge that in the early stages the magic in generating trial is the very experience people have with your product. This is where the higher quality ingredients, the artisanal recipes, the more authentic production of a better tasting food or beverage gets noticed. Your brand, a virtual unknown, secures traction because it delivers on its promise of a higher quality, better for you, great taste experience.

More than at any other time in the history of food and beverage, the consumer is primed for the innovative, the new, the better-quality version of many iconic categories from chips and crackers to ice cream. Bone broth instead of soup stock. Heart healthy snack bars. Artisan peanut butter. Upscale and functional teas. Heirloom produce. Small batch you name it… the list is long and getting longer of new players summoning the efficacy of healthier ingredients and better preparations on a clean label.

Yet while the product is indeed the marketing at the front door for emerging brands, the attention to strategic brand building shouldn’t be viewed as a ‘we’ll get to it someday’ part of the operating plan. Again, for emphasis here, brand cultivation is an investment in establishing relevance and connecting with consumers who are most likely to try your brand, rather than a result of how many press releases are pushed out the door.

The Rule of Sameness

In virtually every edition of the Food Navigator newsletter you’ll find new products in launch phase. The sheer ubiquity and volume of new ideas making their way to grocery shelves or direct-to-consumer platforms is astounding. Higher quality retail outlets like Whole Foods are shopped by ‘what’s new’ hunter gatherers on the prowl for great ideas, ready to plunk down the higher price for a shot at a better product experience – at least once. I know, I’m one of them.

But the go-to-market recipe employed by more than a few reinforces a condition that exists in far too many product categories – the Rule of Sameness. Emerging brands often observe the conventions in the category they do business in and, intentionally or not, replicate behaviors that are common to the business segment. Some great decisions are made in innovative packaging but for the most part players tend to look similar on shelf. Tactics are similar. Pricing is similar. Color schemes and messaging are similar. When RX Bar decided to put “No Bull___t” on the front of their bar package, that may have done more for advancement of the business than anything else. Not that expletive is a precursor to greatness. It was just unexpected (see disruption below) and an outlier move.

Perhaps the best category on earth to observe this phenomenon of sameness would be pet food, where it runs rampant. So much so that you can interchange messaging between many brands and it would still fit. Protein percentage is now the reference standard of pet food quality.

Disruption is a Requirement

The word disruption sounds a little scary, but the principle applies here. In essence it means to zig when everyone else zags. Uniqueness and differentiation are vital components of a strong strategy and are particularly meaningful when the marketing budget looks eerily similar to your take home pay rather than something approximating the gross national product of Belize.

When every dollar invested needs to work like ten, the requirements of sound strategy comes to the front quickly. The story you tell, how it’s told, to whom, how it’s packaged and presented all matter in attempting to engage an emotional creature. Emotive language?

More often than not emerging brands lean too far into a self-reverential form of messaging that conveys ‘it’s all about me, not you’ when in fact it is all about them (consumers), all the time. How does your brand become a guide, coach and enabler of the lifestyle interests and concerns of your core user?

It is when we bathe ourselves in the customer’s lifestyle needs and aspirations that we can find the path to relevance, connection and also engagement on a modest budget. You have an uncommon product so don’t be common.

Standing out is a prerequisite because things tend to run together at retail, especially at the shelf where snap judgments are made daily. Words matter. Context is important. Emotion is key. Relevance is the bottom line that leads to success.

How do you do that? That’s why Emergent exists.

Absence of a Fully Baked Mission

We have ample evidence that consumers care about sustainable farming, about transparency, about ingredient integrity, contributing to the greater good and offering something consumers can believe in beyond the transaction.

Yet even in the midst of popular culture’s insistence that most new food brands come to the table with an embedded mission, more often than not, we find it isn’t fully baked, and in some cases tacked on like a ‘new and improved’ package violator. Successful brands today come to market with a soul. This may explain why it’s increasingly difficult for legacy brands to pivot because finding a soul is hard to do.

If the approach to building business is purely transactional, then even the messaging around a belief or mission rings hollow because consumers are marvelously adept at seeing and separating assertions from reality.

A higher purpose has to inform everything the company does from sourcing to production and how you got to market. Actions speak louder than words and offering the consumer something to believe in, matched by authentic behavior is the road to trust. Trust by the way sits at the foundation of every successful business now — and is increasingly hard to come by given the barrage of misdeeds, misrepresentations, selfishness and fractures of truth people see almost everyday.

This is why we’ve designed a specific program to help bring greater texture and definition to what higher purpose is and how it should show up in what the brand is about.

Your Brand and Emotional Connectivity

Belief, mission, purpose, essential truths and lifestyle relevance all combine as the alchemy for brand building in an age when the size of your ad budget isn’t linked to the depth of your brand franchise.

That said, it requires attention and intention to put brand building strategies into the mix early. The result is better traction, improved engagement and a quicker ascent with a story that resonates.

Convinced? We would be happy to share more of these insights, just drop me a line.

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!

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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.

GroceryShop Returns

August 29th, 2019 Posted by brand strategy, branded content, e-commerce, Emerging brands, food retail strategy, Food Trend, grocery e-commerce, Retail brand building, shopper experience, Supermarket strategy 0 comments on “GroceryShop Returns”

Perhaps the most important convention in the food industry

From September 15 to 18 the food industry convenes in Las Vegas at the Venetian Hotel for the second edition of GroceryShop, Anil Aggarwal’s novel answer to a lingering gap in the meetings realm for food business and related technology companies.

Unlike most industry meetings focused on presenting a vast ocean of booths where company sales and marketing staff feature their latest products and services, GroceryShop is more focused on the sea changes, business model disruption and consumer shifts impacting one of the nation’s most important and robust industries.

E-commerce and digitization of the food business has buffeted the value propositions of traditional supermarkets, supported the emergence of new, higher quality food brands with mission-oriented story to tell, and witnessed the rapid rise of e-commerce channel shopping as consumers increasingly acquire food from the comfort of their dining room table.

Packaged food marketers and retailers alike have sought to better understand how to manage the transformational changes occurring around them. Mr. Aggarwal stepped in with a conference concept long on content and insight presentations more so than a straight buyer-meets-seller proposition.

GrocceryShop’s rapid rise can be attributed to creatively answering the thirst for guidance and direction in a rapidly changing business environment. Unlike the food business conventions of yesteryear where global food corporations such as Nestle and Mondelez held court with retail buyers, GroceryShop connects the likes of Google and Facebook to the conversation on how consumers will operate in a digitally-enabled world and what trends in fresh and prepared food will get traction at retail outlets.

GroceryShop presentations examine new technologies in supply chain management, while brand marketing discussions look towards the shift from traditional ad media and promotions to engagement based on relevance to healthy living and lifestyle aspirations, fed by digital forms of outreach and social media.

 The Future of the Food Business

The content forward approach Mr. Aggarwal has landed on serves as inspiration and best practice showcase to retail and CPG executives alike on how to remain relevant and inject deeper meaning into their brand and banner propositions.

The food business is in a state of rapid transition as consumers increasingly shop for menus rather than stock ups and the rise of super-convenient restaurant delivery makes out-sourcing dinner a viable last-minute option on a busy weeknight. Food has never been more competitive as quality choices are within arms-length from virtually anywhere.

  • According to Accenture, the 80 million or so Millennials, now in their prime spending years, wield roughly $600 billion in annual spending power. For the grocery industry that ladders up to about $2,300 per year on average spending at food retail. According to a recent national survey by Sweet Earth Foods, this cohort will try at least 46 new foods each year, helping drive the emergence of new food and beverage brands now gaining additional in-store real estate at supermarkets.

Meantime the grocery industry is reacting to the significant moves by Amazon into their territory through Whole Foods and its own Prime delivery, by bolting on outside e-commerce ordering and delivery solutions from Shipt and Instacart.

So much change and so quickly for a retail business that for many years was fueled by selling boxes, cans and bags off shelves at high velocity and razor-thin margins. Now the perimeter fresh departments hold the magic and in-store groceraunts are popping up to satisfy the inevitable last-minute rush to answer the pounding question, what’s for dinner?

All of this helps explain why GrcoeryShop has traveled so far so fast as business model disruption impacts Big Food and small grocery chains alike. If you haven’t thought about where you need to be this September, might be good to check it out: http://www.groceryshop.com

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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