The proof is in the pudding ... Not quite !!
A frequently misquoted proverb - corrected as " The proof of the pudding is in the eating" . An appropriate action point for those who recently attended the Peach consumer insight conference. As always, the audience was enlightened by the findings of the Peach Brand and Sales Trackers and the numerous excellent speakers. The question that now faces all, is how will the Players in this market use the insight to enable their brand to flourish in this increasingly crowded marketplace?
In fact, the marketplace is no longer divided between restaurants, pubs, coffee shops etc., for many day-part occasions, it is now simply sellers of food and drink. In a world of busy lives, digital communication and choice, any brand selling food and drink is in this market and competing for the leisure pound - pubs, restaurants, coffee shops, convenience stores, travel hubs, entertainment centres.
We learnt that London may still be the birthplace of many concepts but it is no longer enjoying the incremental growth of the rest of the UK when it comes to eating / drinking out. Both brands and Private Equity are placing their faith outside of the M25 in addition to overseas, and witnessing returns. Destinations like the new Leeds Trinity, Covent Garden and recently refurbished Gatwick airport are cherry-picking the leaders of the pack. So who are the leading brands of the future?
The brand tracker highlights that Quality and Value continue to drive consumer choice,as the core hygiene factors. .. but how do you define quality and value when the sector dynamics are all merging? Can the quality measure of a premium casual dining experience really be compared to that of food on the go. Peach research concludes that Quality can be interpreted as Fresh but that still feels too one dimensional to me.
FRESHness is so often promoted through the visual cues of produce, open kitchens, windows clad with produce, organic sourcing, wood-fired ovens and sometimes that is evident in the flavours. Remember the proverb … “proof is in the eating”. Well was the meal memorable, would you like another dish, will you return ... Or was it just pleasant, reasonable quality and good value. If the answer is yes to the latter, then join the rest of the competition.
Brands are a combination of service, product and emotional offerings underpinned by an engaging personality and the winning brands in this sector will actively promote and deliver a healthy balance of all these elements. In the case of quality, my view is the emotional benefit is all about TASTE and how you OWN that territory.
For example, Greggs, the taste is irresistible sausage rolls and steak bakes, Nando’s the taste is spicy chicken, Toby the Carvery taste that you don’t have to wait till Sunday for…..
FRESH = QUALITY ==> TASTE
So back to the proverb "the proof……..in the eating". As my long-term mentor, Karen Forrester TGI Fridays so eloquently said " if it looks good you’ll see it, if it sounds good you’ll hear it, if it’s marketed right you’ll buy it and if its real you’ll feel it “. I call this ‘living the brand” and as Karen regularly reminds us that brands start from within a company. Something we achieved together at O’Neills.
Cast your mind back 15 years when pub brands came to the high street. O'Neills spearheaded the initiative with their Irish offer ( largely on the back of the Ireland's popularity and Riverdance). Lots of themed pubs hopped on the brand wagon Scruffy Murphys, Molly O’Gradys, Waxy O’Connors….. windows were piled high with brick-a-brac and back bars with Irish whiskeys gathering dust all drowned out by Irish diddly Dee tunes. You only have to look around today to see which brand won through. The one that captured the emotion of the "Craic" and Irish hospitality – open windows few Whiskeys but plenty of O'Neills floor walkers, party music, perfect serve Guinness and a back bar that could serve PPL's and PPS' faster than lightening. You could 'feel' O'Neills .
Brands that live their Brand Essence, continually manifest their service , operation , products and culture around that Brand promise. It is unquestionable and simple.
If quality and value are the core hygiene factors for all Food and Drink operators, how else can brands truly differentiate themselves? The market and best practice brand hierarchy would suggest that to focus and OWN a secondary needs is key. But ‘feeling the brand’ and creating advocacy will derive from promoting the emotional engagement and understanding the customer insight and relationship with the brand benefits.
So if we look at the core consumer needs by which customers claim to select their brand portfolios, it is obvious why certain brands win popularity.
Let us look at todays insight and the likely candidates ?
Where will you specialise and be best in class. Peter Martin tells us that the average eating-out brand repertoire comprises 7-11 brands. If frequency of occasion is static and competition is tough, how will you ensure that you are even on the consumer repertoire ? Is your brand just a fad, a fresh produce window display, or operating inside out like a FIRST CLASS SIMPLE BRAND?
Can you afford to be left behind ?
