Article
Local is good, but fresh is better
An industry expert examines which buzzwords resonate best with customers.
October 21, 2009
The buzzwords are flying as marketers look for new ways to appeal to still-stingy consumers. A recent report by Hartman Group found that "the picture is no longer black or white; it is a colorful mosaic where organic and/or natural intersects and overlaps with attributes such as local, fresh, sustainable, safe, green, quality, lack of additives and many more."
Personally, I'm a big fan of "local" — it communicates a human dimension that I find refreshing in an increasingly homogenous shopping world.
When it comes to food, though, local is good, but our research with consumers in August shows that "fresh" is better. Consumers told us:
"Local foods are fresher and you are helping out your economy locally"
"(When local) there is less chance that they have been processed or preserved with mystery chemicals""Locally grown means that it takes less than 3 hours to get to me. Means the food is fresher and travels less (fuel, energy) to get to me."
In fact, it turns out that what most consumers are really looking for when they say they prefer locally grown produce locally raised meat is fresher food. So, the appeal of "local" is that it delivers on "fresh."
Consumers not only prefer fresh, they are shifting to buying more fresh food in grocery stores and restaurants. Increasingly, they shop for that day's needs and are not interested in food that requires defrosting. The explosive growth of farmer's markets is one example of this shift.
When it comes to fast food, only "value" beats "fresh" as a reason for choosing one restaurant over another. We found that "fresh" also is the most compelling reason for trying a new menu item at a full-service restaurant. Restaurants of all types have noticed, and menus are shifting to emphasize fresh ingredients. McDonald's is enjoying success with its fresh messaging.
A reputation for food integrity and freshness has made Chipotle the No. 1 casual restaurant among Millennials. Our research showed that three out of five 20 to 24 year olds in California visited Chipotle in the past year, the highest penetration of any casual restaurant chain. Chipotle's Millennial penetration in California is twice what it is among older age groups.
What's a food or restaurant brand to do? Here's a starter list:
Location: Be available where consumers are shopping for fresh meat and produce - specialty stores, butcher shops & farmer's markets — or allude to them in the menu.
Packaging/Signage: Allow consumers to see through the package to the good food and ingredients inside. For restaurants, conger freshness through signage.
Ingredients: Keep processing to a minimum and eliminate unnecessary ingredients; pursue sustainable practices (and let customers know).
Message: Credibly link to 'fresh taste.'
Target: Everyone! Especially Millennials, mothers and Food Channel watchers.
The move to "fresh" is an opportunity for food, grocery and restaurant brands to connect to a powerful, positive trend. Find your voice and get the word out.
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