Jan 13 2017
What did you eat yesterday? For me, it was yogurt and berries, kale and chickpea salad, some almonds and a feta burger washed down with a martini (okay fine, and a glass of wine). Nothing outrageous or even that decadent. But now, consider the source for all these foods – at home, one of those food app delivery services, my office “stash” and a neighborhood restaurant. Sound familiar? We—consumers—purchase food to make or eat at home as well as regularly rely on restaurants or prepared food sections at grocery stores (“grocerants” as they’re now called by some). So as marketers of packaged foods or agricultural commodity boards, why do we only look to understand consumer behavior at retail and ignore foodservice?
Let me underscore the urgency of this question. According to Technomic, Inc., 49% of the total food industry revenue is derived from foodservice operators. Or, nearly 50-cents of every dollar consumers spend on food and beverage is away from home. It stands to reason that the choices your target audience makes in the grocery aisles are affected by the decisions they’ll make when in a restaurant. Having a broader, well-rounded understanding of these preferences and motivations and
Jan 12 2017
We’re 12 days into 2017 – is your new year’s resolution still kicking? If it seems like less than two weeks is a ridiculously brief time span to lose sight of a new goal – it’s because it is. Research shows that most new year’s resolutions die by January 11th (aka…yesterday). But if you don’t find yourself in this group of fizzlers, congrats! Your willpower is stronger than most and it could be a whole month before businesses start feeding off the profits of your broken dreams.
Year after year, health and wellness-related resolutions like losing weight, being active, eating better, or improving personal wellness are consistently some of the most common resolutions, so it’s no surprise that they dominate the 2017 list. Of all the industries that use the new year to piggyback on thematic marketing campaigns or ads recycling the “new year, new you” concept, the one that surprisingly seems to see the least direct benefit, is the health care industry.
Most health resolutions relate to improving self-image, like losing weight through diet and exercise. When it comes to “getting healthy” 37 percent of individuals made this one of their primary…
Jan 11 2017
It’s 5:15 p.m., and you’ve just finished drafting a report summary requested just an hour earlier by the CEO. She’s a stickler for correctness, so you head down the hall to have your ace proofer, a 27-year-old research assistant, give it a quick review before you send it.
But when you get to her office, it’s clear she already left.
So you walk across the hall to find another good resource, a 50-year-old department manager who not only is a research expert, but has enough seniority to understand why it’s a good idea to respond to the CEO’s requests sooner rather than later. He’s just walking out of his office door, coat in hand.
“Sorry,” he says. “Can’t do it now. I’m meeting some friends for drinks.”
Just as you’re thinking, If there are any typos in this thing, I’m screwed – you run into a 30-year-old colleague from the Finance Department, who also is heading out the door. Before you can finish your tale of woe, he takes the paper from your hand, says “I’ll take a look and get it back to you ASAP,” and heads back into