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

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A Fresh Approach to Foodservice: How to Crack the Code

  1. 1. A Fresh Approach to Foodservice:How to Crack the Code <br />Dean Small<br />Synergy Restaurant Consultants<br />1<br />
  2. 2. Synergy Restaurant Consultants <br />Who We Are & What We Do<br />Menu Innovation and Operating Efficiencies for Chains<br />“Bridge the Gap” between Chains and Suppliers<br />Who We Work With<br />National Full Service Chains: Red Lobster, Olive Garden, California Pizza Kitchen<br />Fast Food: Taco Bell, KFC, Carl’s Jr.<br />Up and Coming Brands: Fleming’s<br />Suppliers: Dessert Glory, Paramount Farms<br />2<br />
  3. 3. What are the Trends?<br />Consumers in Control<br /><ul><li>Consumers demanding Flavor
  4. 4. Consumers looking for Health Benefits
  5. 5. Consumers seeking Value</li></ul>Operators in a Profit Squeeze <br />Trying to Build Brand Draw through New Offerings <br />Needing Operational Efficiency<br />Looking for Labor Savings<br />Innovation Adds Value<br />Adds value to the plate for consumers<br />Value-added labor savings for the operator<br />3<br />
  6. 6. Top 10 Secrets to Cracking the Code<br />#10. Know Your Primary Target <br />#9. Understand Your Product Benefits <br />#8. Provide Validation <br />#7. Connect to Key Decision Makers<br />#6. Put your Best Foot Forward<br />#5. IncorporateUser-friendly Packaging <br />#4. Create an Emotional Connection<br />#3. Add Value by Being a Strategic Partner<br />#2. Support the Testing Process<br />#1. Become a Provider of Knowledge not Boxes<br />4<br />
  7. 7. #10. Know Your Primary Target <br /><ul><li>Most chains print menus twice a year
  8. 8. Restaurants need
  9. 9. Labor savings, availability, stable pricing
  10. 10. Guests need
  11. 11. Value and “good for you” perceived nutritional value
  12. 12. Sources like Technomic validate growth of these trends
  13. 13. How can you benefit them?
  14. 14. Support their menu innovation efforts
  15. 15. Become a Culinary Resource
  16. 16. Give them a Competitive Advantage
  17. 17. Menu Marketing Opportunities</li></ul>Pomm Wonderful –Rich in antioxidants<br />Vidalia or Walla Walla Onions – Sweet<br />5<br />
  18. 18. #10. Know Your Primary Target <br /><ul><li>Save them time and money
  19. 19. Reduce waste
  20. 20. Better yields
  21. 21. Less trash
  22. 22. Stable menu pricing</li></ul>Obstacles, Hurdles & Resources<br />Insights from Experience<br />Pomm Wonderful –Rich in antioxidants<br />Vidalia or Walla Walla Onions – Sweet<br />6<br />
  23. 23. #9. Understand Your Product Benefits<br />What is your unique competitive advantage?<br /><ul><li>Packaging
  24. 24. Availability
  25. 25. Distribution</li></ul>Demand and like product comparisons<br />Is this a commodity or value-added product?<br />What are the pricing implications of these things? <br />Obstacles, Hurdles & Resources<br />Insights from Experience<br />How Big is the demand: BK case study on Apple Fries<br />How much value did you add: OM case study of artichokes<br />7<br />
  26. 26. #8. Provide Validation <br />What’s so special about your product?<br /><ul><li>Organic, all Natural, Grown in the Sun and Volcanic Ash of Maui</li></ul>How does that connect to your target’s needs?<br />How can you validate that? <br />Research to validate <br />What about the application, packaging, pricing strategy, shelf life distribution can set you apart in the eyes of the target customer?<br />Obstacles, Hurdles & Resources<br />Insights from Experience<br />8<br />
  27. 27. #7. Connect to Key Decision Makers<br />Purchasing is the Guardian of the Gates<br /><ul><li>Turf protection</li></ul>Develop Key Relationships<br /><ul><li>Marketing Executives
  28. 28. MEG, Leadership Conference, COEX, PMA
  29. 29. Product Development Department
  30. 30. CIA Events, Trade Shows – NRA/CRA/TRA/FLA</li></ul>Provide Innovation Support<br /><ul><li>Do the research – have something intelligent to say
  31. 31. Become a resource and provide culinary support</li></ul>Purchasing is the Guardian of the Gates<br /><ul><li>Turf protection</li></ul>9<br />
  32. 32. #7. Connect to Key Decision Makers<br />Know who owns which parts of the new product process<br />President<br /><ul><li>Bay Street Restaurants, Romano Potatoes (case study)</li></ul>Marketing <br /><ul><li>How does it support the brand strategy and how is the product being positioned?
  33. 33. Is there a retail presence? Trade publications?
  34. 34. Black Angus, Artichokes (case study)</li></ul>R & D <br /><ul><li>Operations Driven and numbers focused
  35. 35. Chef/Culinary Driven Concepts
  36. 36. Brio & Fleming’s Steak House, Artichokes (case study)</li></ul>10<br />
  37. 37. #7. Connect to Key Decision Makers<br />Operations<br /><ul><li>Acapulco: Chile chipotle puree (case study)</li></ul>Purchasing <br /><ul><li>Ponderosa/Bonanza – Chiquita Quizno’s –
  38. 38. Desert Glory Tomatoes (case study)</li></ul>Obstacles, Hurdles & Resources<br />Insights from Experience<br />11<br />
  39. 39. #6. Put your Best Foot Forward<br />Culinary Presentations Require Selling It In<br /><ul><li>Generally a Small Group has a seat at the table –
  40. 40. Marketing, R & D, Purchasing, Food Team, President
  41. 41. Pitching the Benefits, Research and Product Awareness (retail, consumer magazines, nutritional issues)
  42. 42. Legitimate Concerns - How many new SKU’s will the New Menu Item Require?</li></ul>Obstacles, Hurdles & Resources<br />Insights from Experience<br />12<br />
  43. 43. #6. Put your Best Foot Forward<br />Culinary Presentations: be sure you know<br />What is the Objective of the New Product<br /><ul><li>How does it benefit the guest
  44. 44. How does it add value and support the Brand Strategy
  45. 45. Will we get credit For It?
  46. 46. What is their Innovation Strategy
  47. 47. Keep the Menu Fresh/ Fill a Void on the Menu/Missed Opportunity/ Replace Another Item</li></ul>Food Cost<br /><ul><li>Does it meet our target goal: Contribution to Profit
  48. 48. What is the down side risk</li></ul>Training Needs & Labor Implications<br /><ul><li>How to prep, Store and Handling
  49. 49. Does it Reduce or increase labor & Is it worth it?</li></ul>Insights from Experience<br />13<br />
  50. 50. #5. Build User-friendly Packaging <br />Sometimes it is as simple as packaging<br /><ul><li>Smaller pack sizes</li></ul>A New Product Introduction Doesn’t Have to be complicated!<br />Consider Two Pack Sizes <br />Opens doors to low volume restaurants<br />Reduces waste and spoilage<br />Breaking cases can be expensive <br />Opens doors<br />Obstacles, Hurdles & Resources<br />Insights from Experience<br /><ul><li>Corona Mini Story</li></ul>14<br />
  51. 51. #4. Create an Emotional Connection<br />PURCHASING: Connect with their needs <br />They prefer doing business with established and financially sound companies<br /><ul><li>Availability of product (year round)
  52. 52. Distribution in primary and secondary markets
  53. 53. Stable pricing
  54. 54. Shelf Life Requirements
  55. 55. HACCP program
  56. 56. Movement – slotting concerns
  57. 57. Organic or all natural</li></ul>Obstacles, Hurdles & Resources<br />Insights from Experience<br />15<br />
  58. 58. #4. Create an Emotional Connection<br />OPERATIONS: Connect with their needs <br /><ul><li>Will it add additional complexity?
  59. 59. Will it add labor?
  60. 60. Stable pricing
  61. 61. Supply Chain – Can I get it!
  62. 62. Pack size
  63. 63. Waste & Shelf life
  64. 64. Price
  65. 65. Training</li></ul>Obstacles, Hurdles & Resources<br />Insights from Experience<br />16<br />
  66. 66. #3. Add Value by being a Strategic Partner<br />New Products are Monitored and Scrutinized<br />Supply Chain Management<br /><ul><li>Typically takes six weeks to get a new product into distribution
  67. 67. Availability – can all of the restaurants get it
  68. 68. Quality of the raw materials upon arrival
  69. 69. Priced correctly upon delivery
  70. 70. Customer Comment Cards or Internet Surveys
  71. 71. Favorable Response </li></ul>Obstacles, Hurdles & Resources<br />Insights from Experience<br />17<br />
  72. 72. #2. Support the Testing Process<br />Typically pick a few locations<br /><ul><li>Usually a featured menu item – special on a Show Card
  73. 73. Success requires a product champion
  74. 74. Oftentimes Supported with a Contest by Supplier
  75. 75. Menu item or Ingredient Refined in the Field</li></ul>What Does Success Look Like<br /><ul><li>Minimal distribution challenges / shortages
  76. 76. Number of items sold
  77. 77. Waste
  78. 78. Operational Complexity and Impact to labor costs
  79. 79. Ability to flawlessly execute
  80. 80. Positive Feedback from the service staff and Customer
  81. 81. Meet the Financial Requirements</li></ul>Obstacles, Hurdles & Resources<br />Insights from Experience<br />18<br />
  82. 82. #1. Become a Provider of Knowledge not Boxes<br />Your Experience can provide their competitive edge<br />Explore Branding Opportunities<br />Insights from Experience<br />19<br />
  83. 83. Top 10 Secrets to Cracking the Code<br />#10. Know Your Primary Target <br />#9. Understand Your Product Benefits <br />#8. Provide Validation <br />#7. Connect to Key Decision Makers<br />#6. Put your Best Foot Forward<br />#5. Incorporate User-friendly Packaging <br />#4. Create an Emotional Connection<br />#3. Add Value by Being a Strategic Partner<br />#2. Support the Testing Process<br />#1. Become a Provider of Knowledge not Boxes<br />20<br />
  84. 84. THANK YOU<br />21<br />
  85. 85. Questions & Answers <br />22<br />

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