MNB reader Bob Wheatley weighed in on a piece I wrote about the importance of supermarkets actually emphasizing food:
Was in an exploratory meeting at one time with the newly appointed CEO of a higher quality grocery chain, talking about strategies to build their brand and business. We were of like minds about the mindset of consumers who love food, are passionate about being in the kitchen, who appreciate higher quality ingredients and enjoy shopping for them in a retail environment that celebrates their passion and commitment. I imagine you would share that point of view.
He took me on a tour of their headquarters office and we discussed the cultural challenges of moving in the strategic direction he was working to build. At one point he turned to me and said, “You know it can be hard at times to tell when you look closely at our operations if we’re in the food business or the hardware business.” That stuck with me because it is an essential truth. How can you build a shopping environment of food adventure and culinary celebration if the organization isn’t wired to see, appreciate and live that business mission.
The irony for grocery retail is food is an emotional category and for the most part retail banners operate without the belief system that celebrates food experience. When a retailer figures that out and pushes the agenda, it becomes differentiated in a sea of retail sameness. Of course price and velocity matter but that business imperative doesn’t mean you can’t bring love of food experience to life. Standing out and being distinctive may become the retail killer app in a larger business environment marked by uncertainty and turmoil.
I loved this email from MNB reader Patti Pagels, who wrote in to comment on my take about a spaghetti-and-meatballs meal kit – which struck me as absurd because this is a dish that is not that difficult to make:
Your FaceTime re: the spaghetti and meatballs meal kit has led me to FINALLY write in on a topic you’ve covered in various ways.
I grew up in a household where my mom did most of the cooking and baking – we always have a pie, cake, brownies or cookies on hand. Still, my dad also did more than any of my other friends’ dads did in that arena, particularly when it came to making soup, chili and other “all day” recipes on the weekends. Sure, my parents took advantage of various “helpers” from time to time. But there were plenty of fresh/canned vegetables (including those my dad grew in his garden), rarely did we have processed meats, poultry, etc. I was invited into the kitchen regularly to help. Oh, and I had several years of “Home Economics” to provide the basics.
Basically, I was a very lucky girl.
I took to baking. I’m not sure why. Maybe I just liked sweets?
Still, it really wasn’t until my sister, 12 years my senior, started introducing me to “enhancing” easy-to-prepare (read: heat up) foods in my late teens that I took an interest in cooking. Looking back, I think it was because it was a bit less intimidating than trying to take on my parents’ meals. Not that they were gourmet or terribly elaborate. Still, there were lots of ingredients, lots of chopping, lots of stirring, boiling, timing, tasting, etc.
My sister’s approach to simply add a few extra ingredients for fresh flavor or texture…that was easy and still made me feel a sense of accomplishment. But from there, all of a sudden, I was interested in using fewer “ready to eat” items. If I could chop a tomato, onion, carrot or pepper to enhance a canned soup or chili, surely, I could do so to actually create that soup/chili. Then, after conquering those, I figured maybe I could recreate some of the meals I grew up on. Maybe I could even improve on them. Maybe I could create something completely new!
Today, while I still take advantage of some prepared sauces and such, I fully enjoy prepping fresh veggies and fruits at the beginning of each week to make creating from scratch (or mostly from scratch) meals. I’m comfortable preparing a wide variety of proteins. I have learned various cooking techniques. I love trying new spices.
Admittedly, I’m a very lucky woman.
So, here’s my take on meal kits. How about a company (or even a grocer) coming up with a series of kits that shows they aren’t afraid of losing customers over time?
Beginner or “The Basics” kits that are similar to what you described in this FaceTime. Contents that are at least designed to help someone simply get used to the kitchen and basic preparation. At the same time, maybe the instructions include a “next time…” set of ideas to enhance the experience and results—how to chop an onion, prep mushrooms, etc.
Intermediate kits that have the ingredients but need more prep…and perhaps the dish is a bit more complicated. Advanced kits that introduce some ingredients or recipes that someone might not try without having a little extra help.
Encourage people to cycle through the series and celebrate them when they stop needing the kits—you know, use social media for something uplifting! Truly, those customers are likely to keep buying a kit or two from time to time, if just as a backup for a particularly busy week. Plus, their family and friends would be along for the ride, inspiring others to take the same journey. There will always be a younger or less experienced/anxious cohort coming along…so even as you lose the “existing” customer base, there is another wave coming along.
Oh, any maybe use some of the proceeds to bring “Home Economics” back to schools.
As always, thanks for all you do.
My pleasure. And I think your idea is a good one.
And finally, this email from an MNB reader about last weekend’s “Saturday Night Live” sketch about a financial news report that focused on the kinds of things that many people really care about – the price of groceries rather than stocks and bonds:
I thought the exact thing when I saw that SNL sketch. What a GREAT idea! The average person could care less about specific companies and what their stock is tracing at higher or lower. Most should already know that what goes up, will come down eventually. But if you show them things that they can actually BUY in names that they can clearly recognize- it’s a WIN for the average person! How cool would it be to include Skippy on your grocery list when you know that the price dropped last week.
I thought it was a great idea- even though it was a comedy sketch. I can see lots of issues though, if we try to implement it.
I think that it would be very interesting if CNBC decided to do such a show. (If they’re looking for an anchor, I’m available. Though I may be a little long in the tooth for their demographic.)
To be clear, I think both kinds of financial reporting are important. I was astounded – to the extent that I yelled at the TV set – when Treasury Secretary Scott Bessent went on “Meet The Press” a few weeks ago as the stock market was collapsing and said about people close to retirement, “I think they don’t look at the day-to-day fluctuations of what’s happening.”
That’s exactly who is paying attention to day-to-day stock market fluctuations.
The post Your Views: “Differentiated in a Sea of Retail Sameness” appeared first on MNB.
View Original Article
