Category Archives: food

October 10, 2014 · 10:46 am

Who Are You?

Our Foodie Friday Fun this week starts at Taco Bell. No, this is not another rant on quick service restaurant food.

Taco Bell

In fact, I happen to enjoy it from time to time. Today’s screed is about a new product at Taco Bell: the Starburst Freeze. “Starburst,” you say, “isn’t that candy?” Why yes. Taco Bell is selling a candy-flavored slush that, in the words of an Eater story, kind of looks like icy Pepto-Bismol. Yummy!

Putting aside the appropriateness of any food business selling what looks like something to relieve indigestion, there is another point this product raises.  Obviously this is a cobranded item.  Cobranding is not uncommon in business.  Some examples include Crest Plus Scope, Tide Plus Febreeze and Dawn Plus Olay – all brands owned by Proctor & Gamble and there are numerous products involving to discrete companies as well.  That’s not my issue.

Taco Bell is pseudo Tex-Mex food.  While we can debate the merits of a Doritos Cheesy Gordita Crunch, the inclusion of Doritos – a corn chip arising from Mexican food if one digs deeply enough – makes sense.  It relates to the core positioning of the brand.  It fits on the menu.  Strawberry Starbursts?  Not so much.  Other freeze drinks on their menu – one with Dr. Pepper and another with Mountain Dew – sort of make sense – they’re based on soda served ubiquitously.  If the shake was a chocolate candy and had cinnamon, almonds and chipotle, one could argue they were being extremely authentic to the brand since that’s a very Mexican shake.  Maybe they should have paired with Almond Joy?

Any time we add products we run the risk of diluting our core brand perception. Trying to be all things to everyone just means we slide toward commodity status.  We need to state who we are as brands and do nothing that makes the consumer wonder if that initial brand statement is still true.  If they’re asking “who are you?” we’re in trouble. Unless you enjoy competing on price alone, which is how commodities sell.

The simple test here is to ask someone where would one expect to buy a Gordita and where one might buy a Strawberry Starburst Freeze.  My guess is you wouldn’t get the same place in response to the question which tells me that the latter item doesn’t belong.

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October 3, 2014 · 10:47 am

Whose Side Are You/They On?

This week’s Foodie Friday Fun comes from an experience I had last weekend.

Casa Bonita food service

 (Photo credit: Wikipedia)

The Mrs. and I went out for dinner with another couple and usually when the four of us go out we try new places. I had discovered a new-ish place not far from us and when I did my research the reviews were interesting. The praise for the food was pretty universal but many people mentioned the service as ranging from just OK to complete inattentive.

We went anyway figuring that finding really good food at a reasonable price could overcome mediocre service. As it turned out once we met the owner it became obvious why the service reviews weren’t great. He is European and the service is as well. The staff didn’t hover. They allowed for conversation. They refilled the water glasses at the appropriate time, made sure we had wine, and brought the food at a leisurely pace. Very much NOT what most Americans expect in my mind but it did raise a question.

I suspect that the reviewers might have gone to the new place thinking they had to find something wrong.  I think they might have assumed that any new place wouldn’t pass muster.  I also think there is a side to each of us (and I know I’m very much guilty of this) that thinks any business is trying to screw them somehow.  We’re all a little jaded with how many businesses behave.  Marketing is misleading, loud, and relentless.  Customer service is non-existent.  However, we might be just as guilty.

Ever been rude to a server or a sales clerk?  Do you allow the fact that the “customer is always right” to turn into a misplaced sense of entitlement?  Your dollars don’t permit you to be a jerk.

The message is that we need to assume that any business is on our side until they prove themselves to be otherwise.  Businesses have to assume the same thing about their customers.  Most of them are not out to get us nor to destroy our reputations via social media and word of mouth unless we really deserve it (and some places do!).  As with the case of the “slow” service, maybe they don’t quite understand what we’re doing and a little note on the menu about “our unhurried service is to permit you to enjoy the food and one another” would clear it up.

Clear?

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September 26, 2014 · 8:30 am

Food For Thought

The folks at Eater provide our food for thought on this Foodie Friday.  They ran an interesting piece on 72 ways food can change the world.  It’s a collection of brief articles from chefs, farmers, scientists, and others.  It’s worth your time.

One piece that got me thinking was an interview with a food scientist from Washington State University.  This quote, in particular about working outside of the mainstream commodity system, resonated:

If you had a big truck with twenty tons of wheat and went to the grain elevator they would look at the stuff we work with and say, “That’s purple, that’s a different shape, and that doesn’t work for the commodity systems,” which are built on the notion of a huge amount of virtually identical, interchangeable product. By focusing on non-commodity varieties, we can pay attention to things like nutritional value and flavor—things that that big commodity farmers and programs tend to not care about. For them all that matters is yield.

There’s a great business point in there for all of us. The farmers with whom the professor works think about the game differently.  Rather than allowing the vagaries of the market to dictate their product they bypass the large, proven markets and focus on aggregating niche markets.  They control their product and find buyers as opposed to bowing down before the commodity system.  This gives them the freedom to improve the product – grain in this case – since they are not growing to product specifications imposed on them.

Over time, one or more of those niche markets may, in fact, become mainstream.  In other markets we might call them “early adopters.”  It’s not hard to remember when a high-definition television, a tablet computer, or a hybrid car were niches.  The “farmers” behind them didn’t try to make a mass-market product out of the gate.  They made something better knowing that if it was good enough the market would come to them.

Food for thought!

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