Bringing Deli to the People

Recently, a team of intrepid explorers, led by Brad Bennett, a channel marketing manager for Tyson Foods, Deli Division, set out to find innovative research and strategies that take deli out of the store and to the consumers. Brad chose six innovative and diverse food fests from around the country to see firsthand what retailers and suppliers are doing to connect shoppers with the food experiences they’ve been craving.

As we delved into some of America’s most unique and interesting food festivals, we affirmed that our research has been right all along. Purchase intent and store loyalty are driven much more by engaging shoppers on the meal experience itself than by trying to sell them on product selection and price cuts. In fact, the most important thing a retailer can do, in partnership with suppliers, is to educate and inspire shoppers. When we do that, consumers become more enthusiastic and proud about the food they serve to their families and friends.

We also saw how each festival successfully engaged shoppers to use our offerings to reach that end state they seek. By changing the conversation to focus on integrating prepared foods in cool and unique ways, both event organizers and suppliers generated genuine excitement and fostered brand loyalty.

Just by Changing the Conversation…

Would it be possible to achieve double-digit department sales increases only by changing how we talk about dinner? Here at Tyson Foods, we know that’s attainable, because we’re doing it. The food festival organizers, along with their grocery sponsors, understand this dynamic, too, because they took what they know best, whether a geographic region, ethnic palate or specific ingredient, and created exciting and memorable events that started new conversations and changed mindsets. The fests we visited were successful in leveraging specific opportunities to connect with shoppers:

Be experiential
In conjunction with suppliers, make an emotional connection with consumers to deliver experiences they love through learning, tasting, and entertaining.

Be original
Develop an innovative concept, fortified with community impact, an entertainment experience and, of course, fantastic food.

Be cultural
Get immersed in the experience; create a unique and authentic cultural vibe and opportunities for suppliers to showcase products and connect with consumers.

Be local
Create events both intimate and expansive, both consumer-facing and industry-fueled, to showcase a brand, launch a product, test a concept, and tell a story.

Be accessible
Take a go-to staple like fried or rotisserie chicken and provide unique ways to pair it for a satisfying and quick meal so shoppers will head back later for more deli goodness.

Be relevant
As the millennial melting pot continues to shape the profile of American demographics, the nation’s collective menu is following suit. Multi-ethnic foods and beverages are a $10.7B industry. Seek opportunities to incorporate and showcase them.

From Oregon’s Feast Portland, where the events were both intimate and expansive, down to the Fried Chicken Festival in Louisiana, which was a big old street party along the banks of the Mississippi, there was a lot of diversity in the experiences and food offered, but there was also one common connection that each of the festival organizers embraced. They used their best resources and strengths, in conjunction with familiar products and unique services, to engage consumers and instill brand loyalty.

www.TysonVelocity.com/FoodQuest