instore - October 2016 - 40
feature
years and we still have customers that come into the stores that don't
realize that we have this free, valuable service."
So like Skogen's and others akin to them, ShopRite started spreading
the word through email newsletters, commercials and internet promotions, including a Pinterest page full of recipes.
"The customer either wants complete meal solutions ready to pick
up at foodservice or they want to be able to pick up all the ingredients
and make sure they have what they need to make a meal at home,"
Dwornik says. And by offering retail foodservice, raw ingredients, and
foodservice bundling in between, ShopRite's been able to hit most
every mark with their dietitian's program, drawing in more and more
shoppers that might have never considered speaking with a dietitian
beforehand - and will never go elsewhere to do so once they have.
So what's the next level for ShopRite, and more importantly, how can all
of the benefits of having a retail dietitian tie into your prepared foods
offerings? What can a retailer do to combine those forces and leave a
customer with no reason to not choose their store?
"What really bubbled up last fall was our launch of the Family Meal
Campaign," Dwornik says. "This is where we really focused on
educating the consumers by leveraging those in-store chefs in all of our
health and wellness programming. Family meals are a natural tie-in
for us in health and wellness because there's so much research out
there that supports the benefits of the family meal. And what we really
focused on was repackaging everything we were already doing and
starting to communicate it, so we can get credit for all these things that
we're doing to support our families."
The perfect marriage
And that's the trick, isn't it? For many retailers who offer similar
services, all that's really needed to reel in the benefits of what they're
doing is to start refocusing shoppers' attention toward it.
"So often, we look around and see that we're doing so much but no one
really knows," Dwornik says. "We've had a retail dietitian program for 10
40 * OCTOBER 2016 * instore
"So moving forward, specifically through health and wellness and
foodservice, we're going to be looking at how we're researching and
developing these new products, specifically for foodservice subscription programs. How do we make it easier for the customer? How do
we take the thought out of it? If you need a low-sodium diet or hearthealthy or vegan diet for whatever reason, how do we give you that
attribute-based meal program and get a lot of people to sign up for
it, like meal kits from Blue Apron or Plated? We're really going to be
looking at all of these things moving forward, because there's such an
opportunity for foodservice at retail and grocerants. We expect this
partnership between foodservice and health and wellness to be even
more successful than the projections just for grocerants, because we're
overlaying that consideration for health and wellness that's really at
the top of mind for our customers."
And it's that marriage - between the healthy, convenient, and culinary
- that's most likely to hit 10 out of 10 points with today's retail foodservice shopper. After all, if you can harness three major trends at once, be
it with only four people or over 300 stores, you can potentially redefine
you store as the best - and in some cases, only - option out there.
SKOGEN
"ShopRite is really looking at how we can partner together with foodservice at retail to capitalize on the demand that we've built within our
health and wellness services, through the retail dietitian program and
through our culinary education programs," Dwornik says. "It's about
getting dietitians in the stores, looking at the trends, making sure we
have coverage there, giving the customer what they want through our
culinary programming, and now, it's all about how do we give that timestarved customer the complete meal solution?
Table of Contents for the Digital Edition of instore - October 2016
instore - October 2016
Editor's Note - Knowing the consumer
Table of Contents
News - On our radar
Cover Story - What's Driving Retail Foodservice Consumers?
Commissary Insider - October 2016
Insight Insider - Bantam Bagels
Food Safety - Controlling salmonella
Equipment - IBIE machinery debuts
Packaging - Portion control
Operations & Logistics - Inventory software
By the numbers - Value-added fruit
Need to know - Sushi saturation?
Feature - Dietitians: the new necessity
Feature - Peanut Butter Black Bean Brownies
Consider - Holiday cheese trays
On display - New Year's Eve
First to Market
Ad Index
instore - October 2016 - instore - October 2016
instore - October 2016 - 2
instore - October 2016 - Editor's Note - Knowing the consumer
instore - October 2016 - 4
instore - October 2016 - 5
instore - October 2016 - Table of Contents
instore - October 2016 - 7
instore - October 2016 - News - On our radar
instore - October 2016 - 9
instore - October 2016 - Cover Story - What's Driving Retail Foodservice Consumers?
instore - October 2016 - 11
instore - October 2016 - 12
instore - October 2016 - 13
instore - October 2016 - 14
instore - October 2016 - 15
instore - October 2016 - 16
instore - October 2016 - 17
instore - October 2016 - 18
instore - October 2016 - 19
instore - October 2016 - 20
instore - October 2016 - 21
instore - October 2016 - 22
instore - October 2016 - 23
instore - October 2016 - 24
instore - October 2016 - 25
instore - October 2016 - 26
instore - October 2016 - Insight Insider - Bantam Bagels
instore - October 2016 - CI2
instore - October 2016 - CI3
instore - October 2016 - CI4
instore - October 2016 - CI5
instore - October 2016 - Food Safety - Controlling salmonella
instore - October 2016 - CI7
instore - October 2016 - Equipment - IBIE machinery debuts
instore - October 2016 - CI9
instore - October 2016 - Packaging - Portion control
instore - October 2016 - CI11
instore - October 2016 - Operations & Logistics - Inventory software
instore - October 2016 - CI13
instore - October 2016 - CI14
instore - October 2016 - CI15
instore - October 2016 - CI16
instore - October 2016 - 27
instore - October 2016 - 28
instore - October 2016 - 29
instore - October 2016 - By the numbers - Value-added fruit
instore - October 2016 - 31
instore - October 2016 - Need to know - Sushi saturation?
instore - October 2016 - 33
instore - October 2016 - Feature - Dietitians: the new necessity
instore - October 2016 - 35
instore - October 2016 - 36
instore - October 2016 - 37
instore - October 2016 - 38
instore - October 2016 - 39
instore - October 2016 - 40
instore - October 2016 - 41
instore - October 2016 - Feature - Peanut Butter Black Bean Brownies
instore - October 2016 - 43
instore - October 2016 - Consider - Holiday cheese trays
instore - October 2016 - 45
instore - October 2016 - On display - New Year's Eve
instore - October 2016 - 47
instore - October 2016 - First to Market
instore - October 2016 - Ad Index
instore - October 2016 - 50
instore - October 2016 - 51
instore - October 2016 - 52
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