1. Shopper & Customer

Boston Market Once Successful Now Stuck in Failure Mode according to the Grocerant Guru®

 

Boston
Market, formerly known as Boston Chicken,
began serving its homestyle meals of spit-roasted rotisserie
chickens, made-from-scratch cornbread, and creamy mac and cheese in 1985. As it
grew in popularity, it had 
about
1,200 locations at one time, according to
Restaurant Business
.  Today there
are just over 300 locations in the United States and Puerto Rico. All the result
of loss of customer focus.

However,
in recent years, Boston Market has
faced increasing competition from other foodservice providers, especially
grocery stores that offer ready-to-eat and heat-and-eat meals for time-starved
consumers. According to Steven
Johnson
, Grocerant Guru® at Tacoma, WA based Foodservice Solutions® Boston
Market has failed to adapt to the changing consumer preferences and has driven
customers away with its outdated menu, lack of innovation, and poor customer
service.


Johnson,
who coined the term grocerant to describe any grocery store, convenience store,
retailer, or restaurant that offers freshly prepared or ready-to-heat food to
eat on the premises or to-go, says that Boston Market has not kept up with the
grocerant trend that is reshaping the food industry. Instead, they focused on
what they ‘wanted’ a brand of nostalgia filled with yesterday’s customers.

He
says that consumers today are looking for convenience, variety, quality, and
value when it comes to their food choices, and that grocery stores have been
able to meet these demands by offering a wide range of products, from salads
and sandwiches to sushi and pizza, that can be consumed on-site or taken home.
Johnson says that grocery stores have also invested in improving their
ambiance, service, and technology to create a more appealing dining experience
for their customers.

Boston
Market, on the other hand, has not changed much since its inception, according
to Johnson. He says that the chain still relies on its signature rotisserie
chicken and a limited selection of sides, such as mashed potatoes, corn, and
macaroni and cheese, that are often bland, or perceived to unhealthy options.
He says that Boston Market was late to introduced any new or exciting products,
such as plant-based or ethnic options, that could attract new or younger
customers. He also says that Boston
Market
has not leveraged its existing assets, such as its ovens, to create
more diverse and customizable offerings, such as baked pasta, roasted
vegetables, or flatbread pizzas.


Johnson
also criticizes Boston Market for its lack of customer service and engagement.
He says that the chain has not invested in training its staff, upgrading its
facilities, or enhancing its online presence enough to garner incremental
customer buy-in. He says that Boston Market’s website was slowly to update,
slow to offer online ordering, delivery, or loyalty programs that were
interactive and participatory. He says that the chain’s social media accounts
are not interactive enough and do not invite customers to try its products. He
says that the chain’s physical locations have often dirty windows, are
uninviting, and that the staff are unfriendly, unprofessional, or unresponsive.

Johnson
concludes that Boston Market has lost its competitive edge and relevance in the
foodservice market, and that it needs to reinvent itself or risk becoming
obsolete. He says that the chain needs to rethink its menu, service, and
marketing strategies, and to embrace the grocerant concept that is driving the
industry forward.

Want to Grow A

Larger Share of Stomach


Focus on the Customer 

He
says that Boston Market has the potential to regain its customers and grow its
business, but only if it is willing to change and innovate. He says that the
chain should learn from its competitors, such as Whole Foods, Wegmans, and
Costco, that have successfully implemented the grocerant model and have created
loyal and satisfied customers.

He
says that Boston Market should also listen to its customers and understand
their needs, preferences, and feedback, and use them to improve its products
and services. He says that Boston Market should not be afraid to experiment and
try new things, and to create a more engaging and enjoyable dining experience
for its customers. He says that Boston Market should not settle for being a
mediocre and outdated restaurant chain, but strive to be a leading and
innovative grocerant provider. What’s the cost of your company’s new customer acquisition? 

Success does
leave clues as does failure. One clue that time and time again continues to
resurface is “the consumer is dynamic not static”.  Regular readers of this blog know that is the
common refrain of
Steven Johnson, Grocerant Guru® at Tacoma, WA
based Foodservice Solutions
®.  Our
Grocerant Guru
® can help your
company edify your brand with relevance. 
Call 253-759-7869 for more information. 


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