Page 49 - MENU Magazine - Sept/Oct 2017

their Prohibition Brew. It felt a little bit like breaking the law when you could tap a button, and a yummy, gooey, cheesy, meaty burger would arrive with a free brew. Now those are moments that can bind you to a brand.
To build these critical relationships you’ll have to decide who you’re going to bet on to ensure that your strategic thought partners can move beyond social posts and video content to understand how to win more consumer visits, get a larger share of their wallets and create loyalty via demand delivery.
HOME IS WHERE THE FRIDGE IS,
SO WHY DELIVERY ON DEMAND?
In the beverage industry, many brands
are rethinking their shopper marketing approach to grow sales for “at-home consumption” occasions. This share of at- home occasions can be accessed through both retail and foodservice outlets as digital platforms are allowing them to compete more directly for share of stomach. The
key is to drive a better experience with more relevant brands and products which ultimately drives increased sales.
Marketers need to understand the path to purchase as it radically changes. The space for “selling” is smaller and the value equation is intense. It’s tough to compete against free tap water and other seemingly “free” drinks in the fridge. The time for rethinking the role that demand delivery plays in your growth strategy is now. After all, your consumers demand it.
Nancy Rooney is senior director of strategy and marketing for PepsiCo Canada.
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SEPTEMBER / OCTOBER 2017 MENU 49
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