Case Study: A food to go offering for both retail & foodservice. John Want, Marketing Director, Adelie Foods

Transcription

1 Case Study: A food to go offering for both retail & foodservice John Want, Marketing Director, Adelie Foods

2 The market is complex but converging Foodservice is struggling to play a part. FTG Shopper Spend Switching YOY Channel 15/16 Growth 17/18 Forecast Branded Coffee Chains 9.9% 6.7% Convenience Retail 6.0% 5.8% Travel 5.5% 5.2% Branded Pubs 4.0% 4.9% Sandwich-led Venues 5.8% 4.9% Workplace 0.5% 1.5% Workplace excluding B&I -1.5% 0.0% Sources: Kantar Worldpanel, MCA, HIM!

3 The FTG Battleground is driven by operators with high retail standards and a continually evolving offer

4 Consumers expect a quality offer that s good value in every channel the channel lines are blurring Mixed Sources: Kantar / Relish / NPD Crest 16/17

5 How URBAN eat was born In April 2007, Food Partners acquired Brambles Foods. Neither business had a true consumer brand within portfolio. Duplication of generic brands targeting similar food service channels. Lack of strong brand identity vs our key competitors. Brambles customer base: - Universities, colleges & schools Hospitals Small contract caterers Travel Leisure Independents Aramark own label

6 Our Foodservice solution quickly became an underthe-radar retail & foodservice champion Launched August 2010 Wide distribution across Retail, Travel & Foodservice 2015 retail sales value similar to other big brands!

7 Our Five Year Plan, from 2015! Strengths Education Hospitals Food Service Public Sector Some Travel, Convenience & Leisure Build Current Convenience Forecourts Leisure & Travel Target New Symbol Groups Wholesalers Convenience Champion (Symbols, Wholesalers, Indies, Forecourts) Public Sector Food Service Niche ranging expansion

8 In our 2017 Brand Plan, we recognised a need to refresh the brand and align our range with the needs of our two key channels: Foodservice and Convenience Foodservice Wide range including hot eats Catering packs Good margins Win against Coffee & Sandwich Outlets Firm Sale, good control of waste Standard Life drive freshness message No Meal Deal Open to Promos but not at expense of margin Convenience Core range, chilled No Catering requirement Reasonable margins Win against other Symbols & Mults SOR, low rate of sale Longer Life drive availability message Meal Deal Willing to run promos that drive more cash margin

9 So, we refreshed the brand with cohesive tiering, moving core ranging to longer life Posh Nosh Core Eat Better Roots No Fuss

10 We made the core range perfect for Convenience Sandwiches Wraps Hot Eats Rolls & Subs Savoury Pastry

11 with specialist and catering products for every need Roots Veggie & Vegan Halal Gluten Free eat better - health Sushi Premium Fruit & Yoghurts

12 We stepped up quality - in independent quality benchmarking, our top sellers outperformed M&S! BLT - Total rating 7.85/10 (M&S 7.23, Munch 6.50) #1 in Overall Appearance, Flavour, Texture and Aroma #1 in Strength of Flavour, Amount of Filling & Bread Texture Scored close to Just Right for all diagnostic paramaters 71% likelihood to purchase Chicken Salad - Total rating 7.81/10 (Tesco 8.02, M&S 7.68, Munch 6.96) #1 in Overall Appearance and Aroma #1 in Amount of Filling 68% likelihood to purchase Cheddar Ploughman s - Total rating 7.63/10 (M&S 6.82, Munch 6.80, Tesco 6.27) #1 in Overall Appearance, Flavour, Texture and Aroma #1 in Strength of Flavour and Amount of Filling Scored close to Just Right for all diagnostic paramaters 65% likelihood to purchase Source: Wirral Sensory Services January 17

13 We support the brand in a simple, but highly effective way, building awareness and driving footfall P3 Jun P4 P5 P6 P7 P8 P9 P10 P11 P12 P1 P2 Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May IN-STORE Trade shows Attendance at Trade shows Social media push BRAND RELAUNCH New packaging, and brand look and feel. POS & Social media push Christmas Promo Social media push POS & Social media push Spring promotion POS & Social media push DIGITAL URBAN (b)eat Promotion

14 Our promos are fully-funded and retailers can dip in and out

15 And finally, we changed our delivery model to suit Convenience More small vans Consolidation Sale or Return Centralised ordering and forecasting Enhanced POS & merchandising support Right Range in the Right Store

16 In Summary Recognise the competitive set each channel has and reflect that in your planning Ensure your design and range is right for all. Better than M&S Consumers are not interested in inferior products or experiences Retailer Support Retailers need the right advice and support, with products arriving in the right way

17 Thank you