https___ecrm.marketgate.com_ContentGateway_2016_02_QA-with-Mark-Emery-of-Gordon-Food-Service
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Join us for the Foodservice EPPS taking place 4/11/2016 4/14/2016 at the Sheraton Atlanta ECRM sat down with Mark Emery, Product Development Chef for North American Brands at Gordon Food Service to discuss how manufacturers, restaurants and distributors can collaborate to develop successful foodservice programs. Read what Chef Mark has to say. How can a manufacturer best market a new item to a restaurant? The best way for a manufacturer to market a new item to a restaurant is by partnering with a distributor that services foodservice operators. Manufacturers will have limited success marketing products without a reliable channel for restaurants to purchase. Once distribution has been secured, the marketing strategy should then focus on serving customer needs as well as benefiting the operation. If items are selling successfully in a restaurant when is it appropriate to move the items into a store setting? Individual metrics alone will not provide a clear decision point for the commercialization of restaurant/menu items at the retail/store shelf level. This process is more of an art that combines multiple data sources to generate unique assumptions about opportunity and risk. Areas to keep in mind when pursuing product potential products include: Current Success Performance/acceptance in current form/applications Market like items or gaps Retail Focus Available for purchase in restaurant: easiest path to shelf Traditional and/or specialty retailers: complex path to shelf Experience Replication Enduser experience will differ from restaurant/menu when purchased at store How closely can product performance/use be duplicated? If store experiences are less desirable than restaurant/menu experiences will it negatively affect your core business? Capacity Constraints Available time/resources for projects? Is outside help required? Knowledge, production, relationships What role does the operator and distributor play in developing the perfect private label item? The most important role operators and distributors play in developing private label products is to identify market needs along with the requirements that are necessary to successfully fill those needs. These required needs can be looked at in one of two ways. The first are ‘actual’ needs which have identifiable factors that will improve value like price, size, quality, efficiency, etc. The second being needs that are considered ‘perceived’ which are more solution based like trends, labor, storage, consistency, profitability, sustainability, etc. The requirements that can help to fulfill the needs mentioned above include price, package, form, flavor, storage, support and transportation. Use this information to identify manufacturer production partners who can take a collaborative approach to validating opportunities and go to market strategies. Where do you see the industry headed within the next 5 years? Continued consolidation of manufacturing and distribution Expansion of multiunit operations through existing and new concepts Continued margin pressure on regional/independent operators competing against national chains Evolving demographics driving menu change Millennials Authentic Ethnic Environmental Responsibility Fresh Unprocessed Foods (/Marketgate/Default.aspx) Q&A with Mark Emery of Gordon Food Service February 25, 2016 ECRM CONTENT GATEWAY Content Listing (/ContentGateway/Listing.aspx) | ECRM Communities (/ContentGateway/SocialMedia.aspx) Home (/Marketgate/Default.aspx) About Us (/AboutECRM) EPPS Schedule (/Events) Contacts (/Contacts) Content Gateway (/ContentGateway/Listing.aspx) Products (/Products) Retail Gateway™ (/AboutECRM/RetailGateway) Log in to My MarketGate
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Transcript of https___ecrm.marketgate.com_ContentGateway_2016_02_QA-with-Mark-Emery-of-Gordon-Food-Service
Join us for the Foodservice EPPS taking place
4/11/2016 4/14/2016 at the Sheraton Atlanta
ECRM sat down with Mark Emery, Product Development Chef for North American Brands at Gordon
Food Service to discuss how manufacturers, restaurants and distributors can collaborate to develop
successful foodservice programs. Read what Chef Mark has to say.
How can a manufacturer best market a new item to a restaurant?The best way for a manufacturer to market a new item to a restaurant is by partnering with a distributor
that services foodservice operators. Manufacturers will have limited success marketing products without
a reliable channel for restaurants to purchase. Once distribution has been secured, the marketing
strategy should then focus on serving customer needs as well as benefiting the operation.
If items are selling successfully in a restaurant when is it appropriate to move the items into astore setting?Individual metrics alone will not provide a clear decision point for the commercialization of restaurant/menu items at the retail/store shelf level. Thisprocess is more of an art that combines multiple data sources to generate unique assumptions about opportunity and risk. Areas to keep in mind whenpursuing product potential products include:
Current Success Performance/acceptance in current form/applications Market like items or gaps
Retail Focus Available for purchase in restaurant: easiest path to shelf Traditional and/or specialty retailers: complex path to shelf
Experience Replication Enduser experience will differ from restaurant/menu when purchased at store How closely can product performance/use be duplicated? If store experiences are less desirable than restaurant/menu experiences will it negatively affect your core business?
Capacity Constraints Available time/resources for projects? Is outside help required? Knowledge, production, relationships
What role does the operator and distributor play in developing the perfect private label item?The most important role operators and distributors play in developing private label products is to identify market needs along with the requirements that are
necessary to successfully fill those needs. These required needs can be looked at in one of two ways. The first are ‘actual’ needs which have identifiable factors that
will improve value like price, size, quality, efficiency, etc. The second being needs that are considered ‘perceived’ which are more solution based like trends, labor,
storage, consistency, profitability, sustainability, etc. The requirements that can help to fulfill the needs mentioned above include price, package, form, flavor, storage,
support and transportation. Use this information to identify manufacturer production partners who can take a collaborative approach to validating opportunities and
go to market strategies.
Where do you see the industry headed within the next 5 years? Continued consolidation of manufacturing and distribution
Expansion of multiunit operations through existing and new concepts
Continued margin pressure on regional/independent operators competing against national chains
Evolving demographics driving menu change
Millennials
Authentic Ethnic
Environmental Responsibility
Fresh Unprocessed Foods
(/Marketgate/Default.aspx)
Q&A with Mark Emery of Gordon Food ServiceFebruary 25, 2016
ECRM CONTENT GATEWAYContent Listing (/ContentGateway/Listing.aspx) | ECRM Communities (/ContentGateway/SocialMedia.aspx)
Home (/Marketgate/Default.aspx) About Us (/AboutECRM) EPPS Schedule (/Events) Contacts (/Contacts) Content Gateway (/ContentGateway/Listing.aspx)
Products (/Products) Retail Gateway™ (/AboutECRM/RetailGateway) Log in to My MarketGate
Mark Emery, Product Development Chef North
America Gordon Food Service
Continued growth of meals prepared outside the home.
Retail/restaurant hybrid concepts offering convenience and experience
ECRM 2016 Foodservice Efficient Program Planning Sessions (EPPS):Please take a look at the below events that may be of interest to you.
Foodservice (http://ecrm.marketgate.com/Events/2016/04/Foodservice.aspx): 4/11/2016 4/14/2016 at the Sheraton Atlanta (Atlanta, GA)
Foodservice Supplies, Equipment & Support: (http://ecrm.marketgate.com/Events/2016/04/FoodserviceSuppliesBoutique.aspx) 4/14/2016 4/15/2016 at the
Sheraton Atlanta (Atlanta, GA)
OnPremise Adult Beverage (http://ecrm.marketgate.com/Events/2016/11/OnPremiseAdultBeverage.aspx): 11/6/2016 11/8/2016 at the Westin Cape Coral Resort
(Cape Coral, FL)
Foodservice Natural, Organic & Better For You: (http://ecrm.marketgate.com/Events/2016/11/RestaurantNaturalOrganicBetterForYou.aspx)11/7/2016 11/9/2016 at
the Westin Cape Coral Resort (Cape Coral, FL)
For more information about these events please contact Sarah Davidson at 4405423033 or [email protected]
(mailto:[email protected]).
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