The pressure to quickly adapt and stay ahead is relentless; however, when it comes to developing and refining food offers, patience is not just a virtue; it is a necessity, writes Michael Brick, Partner and General Manager of Meris Food Equipment.
The phrase “good things take time” aptly captures the essence of why operators need to allow their food offers to mature. While the urge to see immediate results is understandable, giving these initiatives time to develop can lead to more substantial and sustainable benefits in the long run.
Understanding customer preferences and behaviours is a process that requires time. It’s not enough to simply introduce a new product or promotion; operators need to observe how their customers respond. Are certain items consistently popular, or do sales fluctuate? Are there specific times or seasons when particular offers perform better? Gathering and analysing this data over an extended period enables operators to tailor their offers more effectively.
Introducing new food offers is not just a journey for us, but also for our customers. We need to bring them along and give them confidence. It can take time for customers to adjust to a drastic change in offer. Consistency becomes key to giving them confidence. This includes consistency in the quality of food, variety and volume of food on display.
Building strong supplier relationships and ensuring high-quality products is a gradual process, particularly when there is NPD involved. Reliable suppliers who provide quality goods consistently are invaluable assets. Developing these relationships often requires a series of negotiations, trust-building, and mutual understanding. By investing time in cultivating these partnerships, operators can secure dependable sources of quality products that enhance their food offers and keep customers coming back.
Speaking of NPD, what works and tests well in the development kitchen, sometimes needs some tweaks after launching in trial sites at the store level. Customer reactions, instore processes and other differences will often show up that weren’t evident in the predictable and controlled environment of head office development kitchen.
It takes time for customers to become aware of new promotions, try out new products, and incorporate them into their regular shopping habits. Consistent and strategic marketing efforts, such as regular social media posts, in-store signage, and loyalty incentives, need to be sustained over time to build momentum and create customer loyalty. Abruptly changing strategies before they have a chance to take root can confuse customers and dilute the impact of promotional efforts.
Moreover, patience allows for the identification and rectification of potential issues. New offers might require adjustments based on customer feedback and sales data. This iterative process of testing, learning, and refining cannot be rushed. Operators need to be prepared for initial setbacks and view them as opportunities to improve. This approach not only leads to a more polished and appealing food offer but also demonstrates a commitment to quality and customer satisfaction.
The value of patience in building food offers cannot be overstated. By taking the time to understand customer preferences, cultivate strong supplier relationships, implement effective marketing strategies, and iteratively refine their offerings, retailers can create food offers that are not only successful but also sustainable. Good things truly do take time, and the rewards of patience are well worth the wait.
This opinion piece was written by Michael Brick for the August/September issue of Convenience and Impulse Retailing magazine.
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