Analyst Insight by Dana LaMendola - Beverages Analyst
Starbucks is the reigning poster-child for mobile payment implementation in US consumer foodservice. While its popular loyalty programme and early move into mobile payments contribute to Starbucks’s celebrity status, the company’s success is also reflective of the particular compatibility of specialist coffee shops and mobile payments. In fact, coffee shops might be the best positioned for mobile payments out of all consumer foodservice operators.
The reason that specialist coffee shops are so well positioned is that their primary offering – coffee – is an everyday and oft-repeat purchase. Indeed, in 2013 US consumers averaged over one cup of coffee per day. A large number of coffee shops purchases are made by commuters looking for their morning jolt on the way to the work. The high frequency of purchases by coffee shops patrons make these consumers prime candidates for the streamlined payment methods and loyalty benefits afforded by mobile payment technologies. Furthermore, coffee shops are most attractive to demographics that have both access to and interest in mobile technology: affluent consumers, and younger tech-savvy consumers like students.
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After years of consistency in the central trends driving growth in foodservice, 2013 saw some changes. Consumer preferences changed in many key markets, with the global growth story shifting to new areas of focus, categories evolving in new directions, and operators being forced to take a new look at their positioning and expansion plans, and adapt accordingly.
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Analyst Insight by Lianne van den Bos - Food Analyst
Is yoghurt really what children (or parents) are looking for in a McDonald’s Happy Meal? That is what General Mills and McDonald’s Corp are banking on as the pair prepare to launch Yoplait Go-Gurt as a side option in Happy Meals and Mighty Kids Meals. The benefits seem straightforward for both parties. McDonald’s gets to improve its public image by adding more ‘healthy’ options and General Mills gets to sell its yoghurt brand via an additional 14,000 locations across the US. The potential rewards are huge, particularly for General Mills, but why has it turned to the notoriously fickle foodservice channel and are there any downside risks?
Yoplait Losing Share in Its Key US Market
Despite the US being Yoplait’s biggest market, its sales continue on a downward trajectory which began in 2011, with the brand also losing its leading position to Chobani in 2013. The launch of children’s low-fat yoghurt with added vitamin D and calcium is a good strategic move for the company as it takes advantage of the latest on-the-go snacking trend while also positioning the product as a good source of bone health for children.
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Analyst Insight by Daphne Kasriel-Alexander - Consumers Editor
Collaborative consumption, also known as the sharing economy, has become something of a buzzword. However, the habit of selling on, buying pre-owned products, pooling resources, or renting something for a fixed period rather than buying it outright, is already commonplace among post-recessionary consumers. In mid-2014, the global consumer adeptness at thrift continues, as do creative green-tinged commercial solutions designed to appeal to the zeitgeist.
Continue reading "‘Ugly Fruit’ and Other Fashionable Consumer Thrift Solutions" »