The Marketing Corner: Bon Appétit
American consumers have given new meaning to the phrase “bon appétit.” Bon appétit is a French phrase, which translates to “good appetite” or “enjoy your meal.”
With that being said, U.S. consumers are seeking—in some cases consumer groups are demanding—food sources with high protein, and organic and sustainably grown foods, which offer better nutritional value.
Products meeting this need assist consumers with balancing their diet, achieving/maintaining muscle, and controlling their weight. Other reasons for consumer interest in better nutritional sources include the growing trend of consumers turning vegetarian, health, or environmental related reasons.
Now, one may be thinking: “What does this have to do with marketing?”—In a word, much. Small-business owners in the food industry (restaurateurs or suppliers) should make it a prerequisite to understand the current mindset of what is becoming a target audience that has scale.
Large corporate marketers never make a change unless a pattern of behavior becomes prevalent and therefore scalable in generating a return on investment. Many quick-service restaurants (QSR) and casual dining restaurants are now disclosing calories on their menus and websites to provide detailed nutritional information. Therefore, take your cues from these marketers and start considering how to reinvent your product mix to include not only calorie and health benefit information as a restaurateur. If you’re a supplier, consider what products should be grown and how they are grown.
Consider this: many consumers prefer patronage of boutique restaurants located conveniently in their neighborhoods. Combine this thought with getting distribution of some of your more “crowd pleasing dishes” in your local grocer. Many grocery stores offer locally distributed food items that are sought after by consumers.
As for suppliers, healthy, high protein nutritional options may also open new global markets that have consumers displaying similar behaviors such as the United Kingdom and India. Sometimes, small changes can assist in opening new markets, improving market share with the net result of increased profitability.
Remember to separate yourself from the competition by differentiating your product offering. Then ensure your marketing message communicates this to consumers or businesses that purchase your products.”
Adele Lassere is a marketing/advertising consultant with 20+ years experience, freelance writer and author of “Elements of Buying: A How To Reference Guide on Advertising for Business Owners,” available at amazon.com. Adele was listed as Black Enterprise’s 2011 Top Execs in Marketing & Advertising and Black Enterprise’s 2013 Top Women Executives in Advertising & Marketing. Contact: email@example.com