A Fresh Approach to Foodservice: How to Crack the Code

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Presentation on strategies for foodservice channels for the Post Harvest Technology group at UCD, San Francisco. http://www.synergyconsultants.com for more information

Transcript of A Fresh Approach to Foodservice: How to Crack the Code

  • 1.A Fresh Approach to Foodservice:How to Crack the Code
    Dean Small
    Synergy Restaurant Consultants
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2. Synergy Restaurant Consultants
Who We Are & What We Do
Menu Innovation and Operating Efficiencies for Chains
Bridge the Gap between Chains and Suppliers
Who We Work With
National Full Service Chains: Red Lobster, Olive Garden, California Pizza Kitchen
Fast Food: Taco Bell, KFC, Carls Jr.
Up and Coming Brands: Flemings
Suppliers: Dessert Glory, Paramount Farms
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3. What are the Trends?
Consumers in Control

  • Consumers demanding Flavor

4. Consumers looking for Health Benefits 5. Consumers seeking ValueOperators in a Profit Squeeze
Trying to Build Brand Draw through New Offerings
Needing Operational Efficiency
Looking for Labor Savings
Innovation Adds Value
Adds value to the plate for consumers
Value-added labor savings for the operator
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6. Top 10 Secrets to Cracking the Code
#10. Know Your Primary Target
#9. Understand Your Product Benefits
#8. Provide Validation
#7. Connect to Key Decision Makers
#6. Put your Best Foot Forward
#5. IncorporateUser-friendly Packaging
#4. Create an Emotional Connection
#3. Add Value by Being a Strategic Partner
#2. Support the Testing Process
#1. Become a Provider of Knowledge not Boxes
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7. #10. Know Your Primary Target

  • Most chains print menus twice a year

8. Restaurants need 9. Labor savings, availability, stable pricing 10. Guests need 11. Value and good for you perceived nutritional value 12. Sources like Technomic validate growth of these trends 13. How can you benefit them? 14. Support their menu innovation efforts 15. Become a Culinary Resource 16. Give them a Competitive Advantage 17. Menu Marketing OpportunitiesPomm Wonderful Rich in antioxidants
Vidalia or Walla Walla Onions Sweet
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18. #10. Know Your Primary Target

  • Save them time and money

19. Reduce waste 20. Better yields 21. Less trash 22. Stable menu pricingObstacles, Hurdles & Resources
Insights from Experience
Pomm Wonderful Rich in antioxidants
Vidalia or Walla Walla Onions Sweet
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23. #9. Understand Your Product Benefits
What is your unique competitive advantage?

  • Packaging

24. Availability 25. DistributionDemand and like product comparisons
Is this a commodity or value-added product?
What are the pricing implications of these things?
Obstacles, Hurdles & Resources
Insights from Experience
How Big is the demand: BK case study on Apple Fries
How much value did you add: OM case study of artichokes
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26. #8. Provide Validation
Whats so special about your product?

  • Organic, all Natural, Grown in the Sun and Volcanic Ash of Maui

How does that connect to your targets needs?
How can you validate that?
Research to validate
What about the application, packaging, pricing strategy, shelf life distribution can set you apart in the eyes of the target customer?
Obstacles, Hurdles & Resources
Insights from Experience
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27. #7. Connect to Key Decision Makers
Purchasing is the Guardian of the Gates

  • Turf protection

Develop Key Relationships

  • Marketing Executives

28. MEG, Leadership Conference, COEX, PMA 29. Product Development Department 30. CIA Events, Trade Shows NRA/CRA/TRA/FLAProvide Innovation Support

  • Do the research have something intelligent to say

31. Become a resource and provide culinary supportPurchasing is the Guardian of the Gates

  • Turf protection

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32. #7. Connect to Key Decision Makers
Know who owns which parts of the new product process
President

  • Bay Street Restaurants, Romano Potatoes (case study)

Marketing

  • How does it support the brand strategy and how is the product being positioned?

33. Is there a retail presence? Trade publications? 34. Black Angus, Artichokes (case study)R & D

  • Operations Driven and numbers focused

35. Chef/Culinary Driven Concepts 36. Brio & Flemings Steak House, Artichokes (case study)10
37. #7. Connect to Key Decision Makers
Operations

  • Acapulco: Chile chipotle puree (case study)

Purchasing

  • Ponderosa/Bonanza Chiquita Quiznos

38. Desert Glory Tomatoes (case study)Obstacles, Hurdles & Resources
Insights from Experience
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39. #6. Put your Best Foot Forward
Culinary Presentations Require Selling It In

  • Generally a Small Group has a seat at the table

40. Marketing, R & D, Purchasing, Food Team, President 41. Pitching the Benefits, Research and Product Awareness (retail, consumer magazines, nutritional issues) 42. Legitimate Concerns - How many new SKUs will the New Menu Item Require?Obstacles, Hurdles & Resources
Insights from Experience
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43. #6. Put your Best Foot Forward
Culinary Presentations: be sure you know
What is the Objective of the New Product

  • How does it benefit the guest

44. How does it add value and support the Brand Strategy 45. Will we get credit For It? 46. What is their Innovation Strategy 47. Keep the Menu Fresh/ Fill a Void on the Menu/Missed Opportunity/ Replace Another ItemFood Cost

  • Does it meet our target goal: Contribution to Profit

48. What is the down side riskTraining Needs & Labor Implications

  • How to prep, Store and Handling

49. Does it Reduce or increase labor & Is it worth it?Insights from Experience
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50. #5. Build User-friendly Packaging
Sometimes it is as simple as packaging

  • Smaller pack sizes

A New Product Introduction Doesnt Have to be complicated!
Consider Two Pack Sizes
Opens doors to low volume restaurants
Reduces waste and spoilage
Breaking cases can be expensive
Opens doors
Obstacles, Hurdles & Resources
Insights from Experience

  • Corona Mini Story

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51. #4. Create an Emotional Connection
PURCHASING: Connect with their needs
They prefer doing business with established and financially sound companies

  • Availability of product (year round)

52. Distribution in primary and secondary markets 53. Stable pricing 54. Shelf Life Requirements 55. HACCP program 56. Movement slotting concerns 57. Organic or all naturalObstacles, Hurdles & Resources
Insights from Experience
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58. #4. Create an Emotional Connection
OPERATIONS: Connect with their needs

  • Will it add additional complexity?

59. Will it add labor? 60. Stable pricing 61. Supply Chain Can I get it! 62. Pack size 63. Waste & Shelf life 64. Price 65. TrainingObstacles, Hurdles & Resources
Insights from Experience
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66. #3. Add Value by being a Strategic Partner
New Products are Monitored andScrutinized
Supply Chain Management

  • Typically takes six weeks to get a new product into distribution

67. Availability can all of the restaurants get it 68. Quality of the raw materials upon arrival 69. Priced correctly upon delivery 70. Customer Comment Cards or Internet Surveys 71. Favorable Response Obstacles, Hurdles & Resources
Insights from Experience
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72. #2. Support the Testing Process
Typically pick a few locations

  • Usually a featured menu item special on a Show Card

73. Success requires a product champion 74. Oftentimes Supported with a Contest by Supplier 75. Menu item or Ingredient Refined in the FieldWhat Does Success Look Like

  • Minimal distribution challenges / shortages

76. Number of items sold 77. Waste 78. Operational Complexity and Impact to labor costs 79. Ability to flawlessly execute 80. Positive Feedback from the service staff and Customer 81. Meet the Financial RequirementsObstacles, Hurdles & Resources
Insights from Experience
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82. #1. Become a Provider of Knowledge not Boxes
Your Experience can provide their competitive edge
Explore Branding Opportunities
Insights from Experience
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83. Top 10 Secrets to Cracking the Code
#10. Know Your Primary Target
#9. Understand Your Product Benefits
#8. Provide Validation
#7. Connect to Key Decision Makers
#6. Put your Best Foot Forward
#5. Incorporate User-friendly Packaging
#4. Create an Emotional Connection
#3. Add Value by Being a Strategic Partner
#2. Support the Testing Process
#1. Become a Provider of Knowledge not Boxes
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84. THANK YOU
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85. Questions & Answers
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