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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. …

Presentation on strategies for foodservice channels for the Post Harvest Technology group at UCD, San Francisco.

http://www.synergyconsultants.com for more information

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  • 1. A Fresh Approach to Foodservice:How to Crack the Code
    Dean Small
    Synergy Restaurant Consultants
    1
  • 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, Carl’s Jr.
    Up and Coming Brands: Fleming’s
    Suppliers: Dessert Glory, Paramount Farms
    2
  • 3. What are the Trends?
    Consumers in Control
    • Consumers demanding Flavor
    • 4. Consumers looking for Health Benefits
    • 5. Consumers seeking Value
    Operators 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
    3
  • 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
    4
  • 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 Opportunities
    Pomm Wonderful –Rich in antioxidants
    Vidalia or Walla Walla Onions – Sweet
    5
  • 18. #10. Know Your Primary Target
    Obstacles, Hurdles & Resources
    Insights from Experience
    Pomm Wonderful –Rich in antioxidants
    Vidalia or Walla Walla Onions – Sweet
    6
  • 23. #9. Understand Your Product Benefits
    What is your unique competitive advantage?
    Demand 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
    7
  • 26. #8. Provide Validation
    What’s so special about your product?
    • Organic, all Natural, Grown in the Sun and Volcanic Ash of Maui
    How does that connect to your target’s 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
    8
  • 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/FLA
    Provide Innovation Support
    • Do the research – have something intelligent to say
    • 31. Become a resource and provide culinary support
    Purchasing is the Guardian of the Gates
    • Turf protection
    9
  • 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 & Fleming’s Steak House, Artichokes (case study)
    10
  • 37. #7. Connect to Key Decision Makers
    Operations
    • Acapulco: Chile chipotle puree (case study)
    Purchasing
    • Ponderosa/Bonanza – Chiquita Quizno’s –
    • 38. Desert Glory Tomatoes (case study)
    Obstacles, Hurdles & Resources
    Insights from Experience
    11
  • 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 SKU’s will the New Menu Item Require?
    Obstacles, Hurdles & Resources
    Insights from Experience
    12
  • 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 Item
    Food Cost
    • Does it meet our target goal: Contribution to Profit
    • 48. What is the down side risk
    Training Needs & Labor Implications
    • How to prep, Store and Handling
    • 49. Does it Reduce or increase labor & Is it worth it?
    Insights from Experience
    13
  • 50. #5. Build User-friendly Packaging
    Sometimes it is as simple as packaging
    • Smaller pack sizes
    A New Product Introduction Doesn’t 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
    14
  • 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 natural
    Obstacles, Hurdles & Resources
    Insights from Experience
    15
  • 58. #4. Create an Emotional Connection
    OPERATIONS: Connect with their needs
    Obstacles, Hurdles & Resources
    Insights from Experience
    16
  • 66. #3. Add Value by being a Strategic Partner
    New Products are Monitored and Scrutinized
    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
    17
  • 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 Field
    What 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 Requirements
    Obstacles, Hurdles & Resources
    Insights from Experience
    18
  • 82. #1. Become a Provider of Knowledge not Boxes
    Your Experience can provide their competitive edge
    Explore Branding Opportunities
    Insights from Experience
    19
  • 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
    20
  • 84. THANK YOU
    21
  • 85. Questions & Answers
    22

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