Complexity, Loyalty and Collaboration – all top of mind in 2019
We are entering the season of conferences and tradeshows, with a number of industry events right around the corner. Recently, we attended IFMA’s Chain Operator’s Exchange in New Orleans where we walked away with a few interesting nuggets that span beyond the content that was shared in the presentations and roundtables.
If there were a word cloud built that captured the dialogue and content of all the events I’ve attended in the last year, “complexity” would be one of the largest. Complexity in reference to the quickly changing landscape, food safety, labor issues, the consumer journey, access challenges, supply chain transparency; the list goes on. In my opinion, the opportunity lies in the communication and a continued appetite to understand and evolve. One of the ways JT Mega is addressing the challenge is by staying — and ramping up — our involvement in the industry; but just as importantly, sharing the experiences among our own team. While it can be difficult to carve out time when schedules are only getting tighter, the post-JTM15 (our agency share-outs that last 15 minutes) conversations are a reminder of how much is happening right “within” our four walls that can support better navigating complexity.
If you’re interested in a JTM share-out with your team, let us know! We have a number of events coming up that may be of interest.
In addition to a complex landscape, it’s common understanding that consumers have more options and are becoming more selective when it comes to food choices. This increases the importance of measuring, understanding, and influencing guest loyalty for the sake of repeat purchase and growth. Datassential provided insights on some recent findings around what drives loyalty with restaurants.1 Relatively few chains achieved a net promoter score (NPS) of greater than 59%, but the bigger learning was in uncovering which qualities had the greatest correlation with true loyalty. It isn’t affordability or new LTOs – rather, attributes more ingrained in the culture of a restaurant. If you really want to impact loyalty, Unique Experience, Craveable Items, and Great Staff are the drivers. 1 These aren’t quick triggers by any means, but are in line with what we are seeing in the industry as a whole — brands have to offer more than the product; embodying a culture and experience that align with consumers personally matters more.
Over my short 2+ years in this industry, I have been continually reminded and pleasantly surprised by the “in-it-together” mentality that is inherent in the food and beverage world. It seems that the conscious focus on collaboration — how to do things better, together — is openly a priority. Continuing to raise the bar in this industry is a collective goal and it makes it an exciting time to be part of it.
This “season” of events is off to a solid start and it will be interesting to see what emerges in both themes and trends for 2019. We look forward to sharing what stands out to us and would love to hear what you think is a little different about this year. (Or…to hear what you’d like to hear more about…).
1 “Keys to Brand Affinity.” Datassential. IFMA COEX. February 2019.