February-March 2022 - Mondelez2

Think Like A Retailer
Elite operators have multiple
approaches to a retail mindset
By Bob Tullio
How important is it for operators to have
a retail mindset? Malcolm McAlpine of
Mondelēz Internation calls it " absolutely
vital. " Steve Closser of Translucent urges
operators to visit c-stores to learn about
retail, " because we are now in the retail
business. " From all indications, leading
micro market operators are listening to
the experts.
I reached out to several of the industry's
elite micro market operators to get their
take on the importance of a retail mindset
and what a retail mindset means to them.
Using data to capture additional sales
Guy Cordero, Northeast regional vice president, CRH Catering
" As a micro market operator, we are definitely
starting to take our cues from the
retail and the convenience side. We're
really monitoring our ticket size. With
vending, we didn't really know if when the
customer bought a drink, they were buying
food and a snack also, but now we do.
It's all learned through the data, and
micro markets provide tons of it. We're looking at product
placement and finding ways to capture additional sales
at the kiosk. "
Taking the retail mindset
to the next level
C.J Recher, Vice president of marketing, Five Star Food Service Inc.
" For us, it is a big picture approach.
Retail mindset is thinking with the
consumer's interest in mind and
evaluating their experience interacting
with what we are providing.
Whether that's in a market or a vending
machine, even an office coffee
setup. We ask this: What would enhance the customer's
experience or what do they want during their break? Or
if it's a college or university, what do they need during
their break time?
One of the things that we pay attention to are key
metrics around product-price promotion. We have really
started to take a category management approach. The
next evolution for us is paying attention to what is selling,
how often it is turning, and do we need to make any
changes in terms of our pricing strategy, or the products
that we put into play? We've started to do some consumer
insights, surveys with our customers, focus groups, things
like that, and getting more feedback from the folks that
we are serving.
It's been pretty neat to see the evolution - it's taken
us probably four or five years to really invest in it. I think
we probably would have gotten there a little bit quicker
if a two-year COVID pandemic didn't get in the middle of
our effort.
As for data, we gather our own and of course we rely
on data that we receive from suppliers like Mondelēz. "

February-March 2022

Table of Contents for the Digital Edition of February-March 2022

Editor’s Note
Industry News
OCS Update
BostonbeaN’s Ace on the Road
From 3G to 4G to 5G and Beyond
Weekly Reporting
Pantry Service 2022
Uncompromising Service Accelerates Pot O’ Gold’s Rebound
Classifieds
Social Hubs
February-March 2022 - PCOV1
February-March 2022 - PCOV2
February-March 2022 - 1
February-March 2022 - 2
February-March 2022 - 3
February-March 2022 - 4
February-March 2022 - 5
February-March 2022 - Editor’s Note
February-March 2022 - 7
February-March 2022 - Industry News
February-March 2022 - 9
February-March 2022 - 10
February-March 2022 - 11
February-March 2022 - OCS Update
February-March 2022 - 13
February-March 2022 - 14
February-March 2022 - 15
February-March 2022 - BostonbeaN’s Ace on the Road
February-March 2022 - 17
February-March 2022 - 18
February-March 2022 - 19
February-March 2022 - From 3G to 4G to 5G and Beyond
February-March 2022 - 21
February-March 2022 - Weekly Reporting
February-March 2022 - 23
February-March 2022 - 24
February-March 2022 - 25
February-March 2022 - Pantry Service 2022
February-March 2022 - Mondelez1
February-March 2022 - Mondelez2
February-March 2022 - Mondelez3
February-March 2022 - Mondelez4
February-March 2022 - 27
February-March 2022 - 28
February-March 2022 - 29
February-March 2022 - 30
February-March 2022 - 31
February-March 2022 - 32
February-March 2022 - 33
February-March 2022 - 34
February-March 2022 - 35
February-March 2022 - 36
February-March 2022 - 37
February-March 2022 - Uncompromising Service Accelerates Pot O’ Gold’s Rebound
February-March 2022 - 39
February-March 2022 - 40
February-March 2022 - 41
February-March 2022 - 42
February-March 2022 - 43
February-March 2022 - 44
February-March 2022 - 45
February-March 2022 - 46
February-March 2022 - 47
February-March 2022 - 48
February-March 2022 - Classifieds
February-March 2022 - Social Hubs
February-March 2022 - 51
February-March 2022 - 52
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