October 23, 2023 • 23 mins
Are you ready to get a taste of how TikTok is transforming the food industry and the implications of the rising cost of Halloween candy? Hold onto your broomsticks, because we're diving into the viral wave of TikTok food reaction videos, exploring how brands and grocers can ride this trend without scaring off potential customers. We'll unveil surprising facts from a recent Advantage survey which shows that inflation will make 41% of shoppers rethink their Halloween candy spending, leaving us to question - how will this impact our own Halloween preparations, and the wider festivities?
Piqued your curiosity? Now, imagine a world where mental health, healthy eating, and food enjoyment are seamlessly interconnected, and supermarkets play a critical role in enhancing the joy of eating. Intrigued? We certainly were by an international survey that identifies Puerto Rico, Greece, and Norway as the champions of food enjoyment. Join us as we dissect this fascinating correlation and discuss how North American supermarkets can learn from these nations to make their customers' food experiences more enjoyable. As we approach Thanksgiving, we also ponder how supermarkets can help shoppers combine these three critical elements for a healthier, happier holiday celebration. Get ready to be challenged, informed, and entertained.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Phil (00:05):
Welcome to the Lempert Report LIVE.
Today we're very proud toannounce that we celebrate the
100th episode of TLR Live.
We thank you for joining us andwe appreciate your viewership
and your comments.
On today's episode - the TikTokopportunity for grocers and for
brands Following 2023 may lookvery different than in previous
(00:29):
years.
A look at Green Picks Market.
On Food Not Phones, new researchfinds links to well-being.
And on the bullseye, ChainFESTis coming up and why you should
care.
Let's get started.
So, Sally, you know we all knowthat TikTok has become this
(00:49):
food phenomenon, if you would,and there's a report in the
Washington Post, an article inthe Washington Post that talked
about some of these terribleTikTok cooking videos and how
many you know views they'regetting.
In one case, there's over abillion views, #ChefReactions.
(01:11):
Also.
Tanara Mallory, who goes byTanara Double Chocolate on
TikTok, used to work.
She's 47.
She used to work in asupermarket as a production cook
and she started sharing foodreaction videos when she
stumbled upon a recipe post onher TikTok for you page and
(01:35):
decided to give voice to herinternal monologue while
watching it.
So why are we addicted to thesehorrible TikTok videos and
people will just keep onwatching them.
Sally (01:49):
It sure is a phenomenon, and just food in general.
You know, across TikTok hasbeen a very viral topic, but in
regards to these videos thatwe're seeing, we're seeing
people do all kinds of crazythings with recipes.
We've got one creator on TikTokBarfly is what he goes by and
(02:13):
he cooks things in his hotelbathroom, so he's using the
toilet tank, the bathroom sink,which doesn't sound very
appetizing.
And so, yes, why are wewatching this?
And some believe that we areattracted to videos that are
humorous, that are disastrous,that are something that we can
(02:37):
share with our friends and havea laugh bat, or we just see
something and we can't stoplooking at it because it's so
unbelievable.
Phil (02:48):
And some of these recipes, like there's a pickled flavored
gelatin with hot dogs, chickencooked inside a pumpkin ground
beef, egg dish with cheesypotato chip mashed potatoes.
You know, I just have to wonder, you know how we flip this
around, how we could get youknow grocers and even some CPG
(03:10):
brands not to make these kindsof disgusting videos, but how
they can really up their game asit relates to TikTok.
This article goes on to saynegative feelings like shock and
disbelief make content morespreadable as people share, not
necessarily because they likewhat they see, but because they
(03:33):
want to see others reactions andto be a part of a larger
communal experience.
So how do we do that to bringawareness to supermarkets
without, you know, beingdisgusting with the food and
just being able to create thesevideos?
And I know a lot ofsupermarkets.
Kroger in particular does a loton TikTok and you know other
(04:00):
videos are good, but it doesn'thave that, you know zip to it
that gets a billion views.
Sally (04:08):
There's definitely a line somewhere, and it can be very
blurry as far as how far you cango on social media,
particularly TikTok, but youknow, what we are hearing from
some of these creators, forexample, in this Washington Post
article, is that you know theones that are creating these
ridiculous recipes, that theyhave good recipes too, but
(04:32):
they're finding that their goodrecipes are not being taken
seriously.
So there definitely is a linesomewhere.
I think it is important forretailers and brands to get
creative with their social mediaand try to introduce some humor
and some fun into their videos,but we also have to be careful
(04:53):
that we aren't making people runaway.
Yep.
Phil (04:58):
And we have to remember that it's food.
Talking about food, halloweenis right around the corner and
there's a new survey fromAdvantage that came out
Halloween 2023.
Shoppers reveal plans to spendand celebrate and 41% of the
shoppers that they surveyed saidthat inflation will alter
(05:19):
Halloween candy spending.
Now, one of the things that Ifind really interesting about
this survey and then I want totalk about NRF survey and their
prediction for it is that theprice of sugar is up.
It's one of the highest pricesthat it's ever been.
As a result, candy is moreexpensive.
(05:42):
So it's not just about, youknow, the food inflation that
we've seen raising prices, butalso the ingredients and from
NRF, the total Halloweenspending is expected to reach
$12.2 billion.
Last year was $10.6 billion andthe top ways that consumers are
(06:04):
planning to celebrate 68% ofthem say by handing out candy,
53% decorating their home oryard.
Only 50% are gonna dress incostume.
On average, per capita spendingis up $108.24 for Halloween.
(06:27):
Last year it was $102.
And candy specifically, willreach $3.6 billion in sales and
I'm gonna suggest that a lot ofthat has to do with the price
increases because, again, if welook at the Advantage Survey,
they're saying that 41% ofpeople are, you know, not gonna
(06:52):
spend as much on candy?
More than half.
Again to the Advantage Survey,55% of candy buyers will spend
more than $25 on candy.
One fifth are planning to spendmore than $50, but half expect
to spend the same amount but buyless candy due to the higher
(07:14):
prices.
So we're at odds with Halloweenhere, because we're seeing, you
know the numbers from NRFthrough the roof.
We're seeing the AdvantageConsumer Survey saying whoa, you
know, maybe I'm not gonna.
You know, give us money candycandies out there that I used to
.
What do you think?
(07:34):
What are you gonna do forHalloween?
Sally (07:36):
Well, we are Halloween celebrators here, as I have two
children that still trick ortreat and we have a neighborhood
that has a lot of trick ortreaters, so we definitely will
be participating.
We have not bought our candyyet and one of the reasons for
that, Phil, is if we buy it toosoon, it gets eaten.
That's one of the reasons Loveit.
But you know the Advantagestory here.
(07:57):
One thing the survey fromAdvantage that I thought was
interesting is that it said thatabout half 48% of candy buyers
will make their purchases a weekor less before Halloween and
17% will buy their candy withinthree days of the holiday.
So what I'm hearing is that youknow, maybe these retailers
(08:17):
don't be so quick to startgetting ready for the next
holiday products to being movedin and clearing out your shelves
, because your shoppers arestill gonna wanna see those
Halloween displays and thatcandy available and maybe even
some last-minute decorations inyour store that week before
Halloween and even the few daysleading up.
Phil (08:38):
That's a great point because these retailers you know
, here in Los Angeles I've beenseeing Halloween displays for at
least a month, if not longer,and you know it's sort of like
boring.
It takes away the excitement ofbeing able to go in the store
and get pumpkins and do thosethings.
(08:58):
And when I'm in the grocerystores I'm looking in people's
carts and I don't see thembuying the Halloween candy.
They've got these huge displaysbut it's probably to your point
.
You know they're afraid that ifthey bring it home they're
gonna eat it.
It's not gonna last very longto get to Halloween.
There's a new market calledGreen Picks Market.
(09:21):
It's cashierless, contactlessand cashless.
It is in the suburb of Atlantaand, what's interesting, it's
very similar to Amazon Go, whereyou scan the app when you go
into the store.
It opens up the turnstile andthen sensors on the shelves and
(09:41):
cameras throughout the storedetect when a product has been
picked up, put down or carriedout the door.
But there's an interestingtwist to Greenpix Green Picks
Amazon Go.
What is it?
Sally (09:55):
Well, they're using AI to really help the shopper have a
more personalized experience tofind products that are suited to
them, and so when you get ontheir app and you sign up and
download this technology, notonly are you getting the
(10:16):
frictionless shopping when yougo in the store and you're not
having to deal withself-checkout, which I know a
lot of people have beenexpressing their frustration
with lately.
The store themselves is nothaving to worry about theft as
much, which we've talked a lot,but also the shoppers are
getting a more personalizedexperience with interacting with
(10:38):
this app and choosing theirproducts.
Phil (10:41):
And the other thing that I love is this store and it's a
small store only has better foryou brands in it, so we're
talking about combiningconvenience technology and
products that are better.
We don't need a supermarketthat has 42,000 products in it.
(11:01):
Now on Food not Phones thisweek we want to talk about the
link between food and well-being, and there's a new survey that
has come out.
It's from the Ando Foundationand Nissin Food Products.
It's called Satisfaction withFood Enjoyment and Variety
Survey.
It was actually part of the2022 Gallup World Poll, when
(11:27):
they asked consumers around theworld three aspects of the food
they ate in the seven daysbefore they were interviewed
whether they mostly enjoyedtheir food, thought it was
mostly healthy and felt likethey had lots of choices in the
types of food.
What did they find?
Sally (11:47):
Well, what they found was that 82% described their food
as mostly healthy.
Healthy People start there, but87% say that they mostly
enjoyed the food that theyrecently ate.
And so what we're hearing frompeople is that they are
connecting the food that theyare eating on a regular basis
(12:08):
with their well-being, which wewant our eating experiences to
make us feel like we are eatinghealthy, that it is serving our
well-being, as we have beentalking about with #food not
phones.
We're talking about focusing onthe meal itself, the
preparation, the family time,the time with our friends, the
(12:31):
connecting face-to-face andputting our phones down and
really taking in the experienceof enjoying our food.
So there is a connection herein this survey that's telling us
that a lot of people are sayingthat they have a really great
experience with their food.
Phil (12:50):
And when we look around the world, it's a bit surprising
to me.
The people of Puerto Rico,greece and Norway enjoy their
food more than diners in anyother countries, and they
surveyed 142 different countries.
Lithuania had the lowest foodenjoyment of any European
(13:11):
country and the highest level ofenjoyment, as I said, was not
only in Puerto Rico but thatpart of the world, in the
Caribbean.
Overall, people living in NorthAmerica, latin America and
Caribbean were most happy withwhat was on their plates, with
an average satisfaction score of96%.
(13:33):
So when I look at that, itmakes me wonder what
supermarkets could or should bedoing to make food more
enjoyable in North America forpeople.
Certainly pre-pandemic, whenpeople were sampling, that gave
them a lot of enjoyment, theywere happy with it.
(13:56):
But this correlation betweenmental well-being, eating
healthy and enjoying your foodis really something fascinating
to me and, to be honest with you, nothing that I've thought
about before.
So when we look at Food notPhones, the next event is coming
up on Thanksgiving.
Let's make sure that we try tocombine all three of those
(14:19):
factors.
Thanks, Sally.
This week on Lost in theSupermarket, I took a deep dive
into vertical farming withIrving Fain, co-founder and CEO
of Bowery Farming and discussedwhy this combination of farming
and technology is just so veryimportant for the planet.
For the complete episode, justlog on to wwwsupermarketgurucom
(14:43):
and here's what he had to say.
So we see behind you theseracks of produce items growing.
Let's talk a little bit aboutthe technical aspect of vertical
farming.
It's not just having racks withdirt and plants in there.
(15:05):
Really, talk about thetechnology that's involved.
Talk about how it works.
Irving (15:14):
You asked something before that I didn't really
cover and I want to use this.
It's a good opportunity.
Farmers are actually quitetechnical, as you know,
field-based farmers.
In fact, farming is atechnology-focused craft and has
been for quite some time.
It always bothered me whenpeople said, oh, there's been no
innovation in farming.
I always kind of said that'snot true at all.
In fact, there's been enormousamounts of innovations in
(15:37):
farming.
It's just different types ofinnovation.
So there's a deep technicalfocus in the way we grow and
harvest and manage our land.
Today, what we're doing atBowery is we're bringing
different technologies in adifferent approach, and so you
have a set of farmers alreadywho are becoming a lot more
conversed with technologyalready, and what we're doing is
(15:57):
bringing a different type oftechnology, a different manner
of growing and, to the point youmade earlier, it certainly
attracts either a different typeof farmer or at least it opens
the door to individuals andyounger people who may not have
ever considered farming becausethey don't live near farmland or
(16:17):
they don't come from a farmingfamily.
But what we do at Bowery offersthem an opportunity to be a
part of growing food, which issomething that's been cordial
country since the founding ofour country.
There's something very nice andfulfilling about being able to
feed the community you're a partof, and so we're giving that
opportunity to people who maynot have grown up anywhere near
anything related to farm.
Phil (16:38):
Today on the Bullseye.
Bj Novak, best known for hisrole in the US version of the
television show the Office andhis critically acclaimed short
stories, has always been one tochallenge conventions and to
push boundaries and, by the way,most importantly, he loves
chain food.
But few would have pegged himas the mind behind ChainFEST.
(17:02):
Now this venture could upendthe grocery retail world if we
pay attention to it.
ChainFEST is, at its core, acelebration.
It's a festival that highlightsand appreciates the various
fast food chains across thenation.
Now it's the world's firstchain food festival.
From the allure of sonicdriving to the budget friendly
(17:27):
Dunkin, ChainFEST recognizes theunique culture and the foods of
each of these chains, andgrocers should pay attention to
this great marketing idea and,frankly, in my opinion, trying
to copy it.
Novak saw an underlying issuein the fast food industry.
Most chains, despite theirdistinct offerings, followed the
(17:51):
same old conventions providinga similar customer experience
regardless of the brand or thetype of food.
So he got together with a chefand envisioned chain fest as a
platform to showcase thenostalgia consumers feel for
chain restaurants that hehimself feels.
In addition to the alreadymentioned ones, there's also
(18:14):
Chilis, Jack in the Box, PandaExpress, Pizza Hut and Red Robin
.
ChainFEST takes place December1, 2, and 3 at Hollywood's Niya
Studios and features just onereimagined iconic menu item from
each of the restaurant.
They then pair it withbeverages from Pepsi and
(18:37):
specialty cocktails fromGuinness, Smirnoff, Crown Royal
and Captain Morgan.
This fest is not for kids.
Chain Fest started in 2021during COVID on the streets of
Los Angeles and was a smash hit.
In fact, these days, itsinvitation list has a 20,000
(19:00):
plus person wait list of thosewho want to attend these
exclusive events.
Now, December 1 and 2, Ichecked they're already sold out
.
There are a few tickets thatremain for December 3, that's
Sunday and they cost $75.
And it covers the cost of allthe foods, not the alcohol.
(19:21):
Why do I say that grocers shouldcheck it out and embrace the
concept?
Well, I've come up with fivereally good reasons.
Number one (19:28):
Building Brand Loyalty.
In an age where consumers canget any product delivered to our
doorsteps, what keeps us fromwalking into a store?
Brand loyalty Chain Fest allowsthe chain brands to connect
with consumers on a verypersonal level, creating deeper
(19:49):
connections that go beyond meretransactions.
That's critical.
Number two (19:56):
Showcasing innovations.
It's a great way for thegrocery industry that's rapidly
evolving, with advancement insupply chain management, AI
-driven shopping assistance,sustainable sourcing.
To really be able tocommunicate that directly to
consumers, an event likeChainFEST could become a
(20:20):
platform for retailers groceryretailers to showcase their
innovations, demonstrating toconsumers that they are future
ready in a location other thanin the store to attract new
customers.
When people are in your store,you've already got them.
Let's go outside the four walls.
Number three (20:40):
Direct Feedback.
By interacting directly withthese consumers, the chains got
real-time feedback on theirproducts and their services, and
grocers can as well.
Insights like these areinvaluable to tailoring
offerings to meet the evolvingcustomer demands and needs.
Number four (21:01):
Reinforcing Sustainability.
Today's consumers aren't justlooking for quality and
affordability, they're also veryinterested in sustainability.
All of our surveys show thatand underscored especially with
younger generations.
It's an opportunity toemphasize your efforts,
underscoring the importance ofyour sustainable practices, and
(21:24):
to showcase your efforts toreduce waste source locally and
minimize your store's carbonfootprint.
Number five (21:30):
Community Building .
Beyond business, Grocery storesplay a very pivotal role in
communities.
They're not just places to shop, but places that bring people
together.
Events like ChainFEST highlightthis role, turning grocery
shopping from a chore into acommunity building exercise.
(21:53):
Bj Novak and his partner,michelin chef Tim Hollingsworth.
ChainFEST is not just afestival.
It was an innovative and foodrevolution.
In a world where onlineshopping is very rapidly
overshadowing brick and mortarstores, ChainFEST reminds us,
(22:17):
reminds everyone, of the fun,the nostalgia, the charm, the
importance and the potential ofthe chain restaurants brand
choosing.
In my opinion, that everygrocery store should envy and
emulate, Sally.
Any comments or questions today.
Sally (22:36):
Yes, we have a comment from John Pandol.
He says that, with smallertrick-or-treat age cohorts and
fear of safety, perhaps more areopting for safe Halloween
events instead of staying homeat the traditional door-to-door
neighborhood and thus not buyingcandy to get out.
Phil (22:57):
It's a great point, John, and I think it's time to really
reimagine what Halloween is.
The one thing that we alsodidn't really talk about is
safety.
In today's world, where we'reseeing more protests, we're
seeing more hazards, if youwould to everyday life, it's
probably a good time to not goout for Halloween.
(23:20):
So thanks everybody for joiningus.
Thank you as always, john, andwe'll see you here next week.
Sally (23:27):
Be sure to visit SupermarketGuru.
com for the latest marketinganalysis issues and trends, and
don't forget to join us backhere next Monday at 2.30 pm
Eastern for more.
Welcome to the Lempert Report LIVE.
Today we're very proud toannounce that we celebrate the
100th episode of TLR Live.
We thank you for joining us andwe appreciate your viewership
and your comments.
On today's episode - the TikTokopportunity for grocers and for
brands Following 2023 may lookvery different than in previous
(00:29):
years.
A look at Green Picks Market.
On Food Not Phones, new researchfinds links to well-being.
And on the bullseye, ChainFESTis coming up and why you should
care.
Let's get started.
So, Sally, you know we all knowthat TikTok has become this
(00:49):
food phenomenon, if you would,and there's a report in the
Washington Post, an article inthe Washington Post that talked
about some of these terribleTikTok cooking videos and how
many you know views they'regetting.
In one case, there's over abillion views, #ChefReactions.
(01:11):
Also.
Tanara Mallory, who goes byTanara Double Chocolate on
TikTok, used to work.
She's 47.
She used to work in asupermarket as a production cook
and she started sharing foodreaction videos when she
stumbled upon a recipe post onher TikTok for you page and
(01:35):
decided to give voice to herinternal monologue while
watching it.
So why are we addicted to thesehorrible TikTok videos and
people will just keep onwatching them.
Sally (01:49):
It sure is a phenomenon, and just food in general.
You know, across TikTok hasbeen a very viral topic, but in
regards to these videos thatwe're seeing, we're seeing
people do all kinds of crazythings with recipes.
We've got one creator on TikTokBarfly is what he goes by and
(02:13):
he cooks things in his hotelbathroom, so he's using the
toilet tank, the bathroom sink,which doesn't sound very
appetizing.
And so, yes, why are wewatching this?
And some believe that we areattracted to videos that are
humorous, that are disastrous,that are something that we can
(02:37):
share with our friends and havea laugh bat, or we just see
something and we can't stoplooking at it because it's so
unbelievable.
Phil (02:48):
And some of these recipes, like there's a pickled flavored
gelatin with hot dogs, chickencooked inside a pumpkin ground
beef, egg dish with cheesypotato chip mashed potatoes.
You know, I just have to wonder, you know how we flip this
around, how we could get youknow grocers and even some CPG
(03:10):
brands not to make these kindsof disgusting videos, but how
they can really up their game asit relates to TikTok.
This article goes on to saynegative feelings like shock and
disbelief make content morespreadable as people share, not
necessarily because they likewhat they see, but because they
(03:33):
want to see others reactions andto be a part of a larger
communal experience.
So how do we do that to bringawareness to supermarkets
without, you know, beingdisgusting with the food and
just being able to create thesevideos?
And I know a lot ofsupermarkets.
Kroger in particular does a loton TikTok and you know other
(04:00):
videos are good, but it doesn'thave that, you know zip to it
that gets a billion views.
Sally (04:08):
There's definitely a line somewhere, and it can be very
blurry as far as how far you cango on social media,
particularly TikTok, but youknow, what we are hearing from
some of these creators, forexample, in this Washington Post
article, is that you know theones that are creating these
ridiculous recipes, that theyhave good recipes too, but
(04:32):
they're finding that their goodrecipes are not being taken
seriously.
So there definitely is a linesomewhere.
I think it is important forretailers and brands to get
creative with their social mediaand try to introduce some humor
and some fun into their videos,but we also have to be careful
(04:53):
that we aren't making people runaway.
Yep.
Phil (04:58):
And we have to remember that it's food.
Talking about food, halloweenis right around the corner and
there's a new survey fromAdvantage that came out
Halloween 2023.
Shoppers reveal plans to spendand celebrate and 41% of the
shoppers that they surveyed saidthat inflation will alter
(05:19):
Halloween candy spending.
Now, one of the things that Ifind really interesting about
this survey and then I want totalk about NRF survey and their
prediction for it is that theprice of sugar is up.
It's one of the highest pricesthat it's ever been.
As a result, candy is moreexpensive.
(05:42):
So it's not just about, youknow, the food inflation that
we've seen raising prices, butalso the ingredients and from
NRF, the total Halloweenspending is expected to reach
$12.2 billion.
Last year was $10.6 billion andthe top ways that consumers are
(06:04):
planning to celebrate 68% ofthem say by handing out candy,
53% decorating their home oryard.
Only 50% are gonna dress incostume.
On average, per capita spendingis up $108.24 for Halloween.
(06:27):
Last year it was $102.
And candy specifically, willreach $3.6 billion in sales and
I'm gonna suggest that a lot ofthat has to do with the price
increases because, again, if welook at the Advantage Survey,
they're saying that 41% ofpeople are, you know, not gonna
(06:52):
spend as much on candy?
More than half.
Again to the Advantage Survey,55% of candy buyers will spend
more than $25 on candy.
One fifth are planning to spendmore than $50, but half expect
to spend the same amount but buyless candy due to the higher
(07:14):
prices.
So we're at odds with Halloweenhere, because we're seeing, you
know the numbers from NRFthrough the roof.
We're seeing the AdvantageConsumer Survey saying whoa, you
know, maybe I'm not gonna.
You know, give us money candycandies out there that I used to
.
What do you think?
(07:34):
What are you gonna do forHalloween?
Sally (07:36):
Well, we are Halloween celebrators here, as I have two
children that still trick ortreat and we have a neighborhood
that has a lot of trick ortreaters, so we definitely will
be participating.
We have not bought our candyyet and one of the reasons for
that, Phil, is if we buy it toosoon, it gets eaten.
That's one of the reasons Loveit.
But you know the Advantagestory here.
(07:57):
One thing the survey fromAdvantage that I thought was
interesting is that it said thatabout half 48% of candy buyers
will make their purchases a weekor less before Halloween and
17% will buy their candy withinthree days of the holiday.
So what I'm hearing is that youknow, maybe these retailers
(08:17):
don't be so quick to startgetting ready for the next
holiday products to being movedin and clearing out your shelves
, because your shoppers arestill gonna wanna see those
Halloween displays and thatcandy available and maybe even
some last-minute decorations inyour store that week before
Halloween and even the few daysleading up.
Phil (08:38):
That's a great point because these retailers you know
, here in Los Angeles I've beenseeing Halloween displays for at
least a month, if not longer,and you know it's sort of like
boring.
It takes away the excitement ofbeing able to go in the store
and get pumpkins and do thosethings.
(08:58):
And when I'm in the grocerystores I'm looking in people's
carts and I don't see thembuying the Halloween candy.
They've got these huge displaysbut it's probably to your point
.
You know they're afraid that ifthey bring it home they're
gonna eat it.
It's not gonna last very longto get to Halloween.
There's a new market calledGreen Picks Market.
(09:21):
It's cashierless, contactlessand cashless.
It is in the suburb of Atlantaand, what's interesting, it's
very similar to Amazon Go, whereyou scan the app when you go
into the store.
It opens up the turnstile andthen sensors on the shelves and
(09:41):
cameras throughout the storedetect when a product has been
picked up, put down or carriedout the door.
But there's an interestingtwist to Greenpix Green Picks
Amazon Go.
What is it?
Sally (09:55):
Well, they're using AI to really help the shopper have a
more personalized experience tofind products that are suited to
them, and so when you get ontheir app and you sign up and
download this technology, notonly are you getting the
(10:16):
frictionless shopping when yougo in the store and you're not
having to deal withself-checkout, which I know a
lot of people have beenexpressing their frustration
with lately.
The store themselves is nothaving to worry about theft as
much, which we've talked a lot,but also the shoppers are
getting a more personalizedexperience with interacting with
(10:38):
this app and choosing theirproducts.
Phil (10:41):
And the other thing that I love is this store and it's a
small store only has better foryou brands in it, so we're
talking about combiningconvenience technology and
products that are better.
We don't need a supermarketthat has 42,000 products in it.
(11:01):
Now on Food not Phones thisweek we want to talk about the
link between food and well-being, and there's a new survey that
has come out.
It's from the Ando Foundationand Nissin Food Products.
It's called Satisfaction withFood Enjoyment and Variety
Survey.
It was actually part of the2022 Gallup World Poll, when
(11:27):
they asked consumers around theworld three aspects of the food
they ate in the seven daysbefore they were interviewed
whether they mostly enjoyedtheir food, thought it was
mostly healthy and felt likethey had lots of choices in the
types of food.
What did they find?
Sally (11:47):
Well, what they found was that 82% described their food
as mostly healthy.
Healthy People start there, but87% say that they mostly
enjoyed the food that theyrecently ate.
And so what we're hearing frompeople is that they are
connecting the food that theyare eating on a regular basis
(12:08):
with their well-being, which wewant our eating experiences to
make us feel like we are eatinghealthy, that it is serving our
well-being, as we have beentalking about with #food not
phones.
We're talking about focusing onthe meal itself, the
preparation, the family time,the time with our friends, the
(12:31):
connecting face-to-face andputting our phones down and
really taking in the experienceof enjoying our food.
So there is a connection herein this survey that's telling us
that a lot of people are sayingthat they have a really great
experience with their food.
Phil (12:50):
And when we look around the world, it's a bit surprising
to me.
The people of Puerto Rico,greece and Norway enjoy their
food more than diners in anyother countries, and they
surveyed 142 different countries.
Lithuania had the lowest foodenjoyment of any European
(13:11):
country and the highest level ofenjoyment, as I said, was not
only in Puerto Rico but thatpart of the world, in the
Caribbean.
Overall, people living in NorthAmerica, latin America and
Caribbean were most happy withwhat was on their plates, with
an average satisfaction score of96%.
(13:33):
So when I look at that, itmakes me wonder what
supermarkets could or should bedoing to make food more
enjoyable in North America forpeople.
Certainly pre-pandemic, whenpeople were sampling, that gave
them a lot of enjoyment, theywere happy with it.
(13:56):
But this correlation betweenmental well-being, eating
healthy and enjoying your foodis really something fascinating
to me and, to be honest with you, nothing that I've thought
about before.
So when we look at Food notPhones, the next event is coming
up on Thanksgiving.
Let's make sure that we try tocombine all three of those
(14:19):
factors.
Thanks, Sally.
This week on Lost in theSupermarket, I took a deep dive
into vertical farming withIrving Fain, co-founder and CEO
of Bowery Farming and discussedwhy this combination of farming
and technology is just so veryimportant for the planet.
For the complete episode, justlog on to wwwsupermarketgurucom
(14:43):
and here's what he had to say.
So we see behind you theseracks of produce items growing.
Let's talk a little bit aboutthe technical aspect of vertical
farming.
It's not just having racks withdirt and plants in there.
(15:05):
Really, talk about thetechnology that's involved.
Talk about how it works.
Irving (15:14):
You asked something before that I didn't really
cover and I want to use this.
It's a good opportunity.
Farmers are actually quitetechnical, as you know,
field-based farmers.
In fact, farming is atechnology-focused craft and has
been for quite some time.
It always bothered me whenpeople said, oh, there's been no
innovation in farming.
I always kind of said that'snot true at all.
In fact, there's been enormousamounts of innovations in
(15:37):
farming.
It's just different types ofinnovation.
So there's a deep technicalfocus in the way we grow and
harvest and manage our land.
Today, what we're doing atBowery is we're bringing
different technologies in adifferent approach, and so you
have a set of farmers alreadywho are becoming a lot more
conversed with technologyalready, and what we're doing is
(15:57):
bringing a different type oftechnology, a different manner
of growing and, to the point youmade earlier, it certainly
attracts either a different typeof farmer or at least it opens
the door to individuals andyounger people who may not have
ever considered farming becausethey don't live near farmland or
(16:17):
they don't come from a farmingfamily.
But what we do at Bowery offersthem an opportunity to be a
part of growing food, which issomething that's been cordial
country since the founding ofour country.
There's something very nice andfulfilling about being able to
feed the community you're a partof, and so we're giving that
opportunity to people who maynot have grown up anywhere near
anything related to farm.
Phil (16:38):
Today on the Bullseye.
Bj Novak, best known for hisrole in the US version of the
television show the Office andhis critically acclaimed short
stories, has always been one tochallenge conventions and to
push boundaries and, by the way,most importantly, he loves
chain food.
But few would have pegged himas the mind behind ChainFEST.
(17:02):
Now this venture could upendthe grocery retail world if we
pay attention to it.
ChainFEST is, at its core, acelebration.
It's a festival that highlightsand appreciates the various
fast food chains across thenation.
Now it's the world's firstchain food festival.
From the allure of sonicdriving to the budget friendly
(17:27):
Dunkin, ChainFEST recognizes theunique culture and the foods of
each of these chains, andgrocers should pay attention to
this great marketing idea and,frankly, in my opinion, trying
to copy it.
Novak saw an underlying issuein the fast food industry.
Most chains, despite theirdistinct offerings, followed the
(17:51):
same old conventions providinga similar customer experience
regardless of the brand or thetype of food.
So he got together with a chefand envisioned chain fest as a
platform to showcase thenostalgia consumers feel for
chain restaurants that hehimself feels.
In addition to the alreadymentioned ones, there's also
(18:14):
Chilis, Jack in the Box, PandaExpress, Pizza Hut and Red Robin
.
ChainFEST takes place December1, 2, and 3 at Hollywood's Niya
Studios and features just onereimagined iconic menu item from
each of the restaurant.
They then pair it withbeverages from Pepsi and
(18:37):
specialty cocktails fromGuinness, Smirnoff, Crown Royal
and Captain Morgan.
This fest is not for kids.
Chain Fest started in 2021during COVID on the streets of
Los Angeles and was a smash hit.
In fact, these days, itsinvitation list has a 20,000
(19:00):
plus person wait list of thosewho want to attend these
exclusive events.
Now, December 1 and 2, Ichecked they're already sold out
.
There are a few tickets thatremain for December 3, that's
Sunday and they cost $75.
And it covers the cost of allthe foods, not the alcohol.
(19:21):
Why do I say that grocers shouldcheck it out and embrace the
concept?
Well, I've come up with fivereally good reasons.
Number one (19:28):
Building Brand Loyalty.
In an age where consumers canget any product delivered to our
doorsteps, what keeps us fromwalking into a store?
Brand loyalty Chain Fest allowsthe chain brands to connect
with consumers on a verypersonal level, creating deeper
(19:49):
connections that go beyond meretransactions.
That's critical.
Number two (19:56):
Showcasing innovations.
It's a great way for thegrocery industry that's rapidly
evolving, with advancement insupply chain management, AI
-driven shopping assistance,sustainable sourcing.
To really be able tocommunicate that directly to
consumers, an event likeChainFEST could become a
(20:20):
platform for retailers groceryretailers to showcase their
innovations, demonstrating toconsumers that they are future
ready in a location other thanin the store to attract new
customers.
When people are in your store,you've already got them.
Let's go outside the four walls.
Number three (20:40):
Direct Feedback.
By interacting directly withthese consumers, the chains got
real-time feedback on theirproducts and their services, and
grocers can as well.
Insights like these areinvaluable to tailoring
offerings to meet the evolvingcustomer demands and needs.
Number four (21:01):
Reinforcing Sustainability.
Today's consumers aren't justlooking for quality and
affordability, they're also veryinterested in sustainability.
All of our surveys show thatand underscored especially with
younger generations.
It's an opportunity toemphasize your efforts,
underscoring the importance ofyour sustainable practices, and
(21:24):
to showcase your efforts toreduce waste source locally and
minimize your store's carbonfootprint.
Number five (21:30):
Community Building .
Beyond business, Grocery storesplay a very pivotal role in
communities.
They're not just places to shop, but places that bring people
together.
Events like ChainFEST highlightthis role, turning grocery
shopping from a chore into acommunity building exercise.
(21:53):
Bj Novak and his partner,michelin chef Tim Hollingsworth.
ChainFEST is not just afestival.
It was an innovative and foodrevolution.
In a world where onlineshopping is very rapidly
overshadowing brick and mortarstores, ChainFEST reminds us,
(22:17):
reminds everyone, of the fun,the nostalgia, the charm, the
importance and the potential ofthe chain restaurants brand
choosing.
In my opinion, that everygrocery store should envy and
emulate, Sally.
Any comments or questions today.
Sally (22:36):
Yes, we have a comment from John Pandol.
He says that, with smallertrick-or-treat age cohorts and
fear of safety, perhaps more areopting for safe Halloween
events instead of staying homeat the traditional door-to-door
neighborhood and thus not buyingcandy to get out.
Phil (22:57):
It's a great point, John, and I think it's time to really
reimagine what Halloween is.
The one thing that we alsodidn't really talk about is
safety.
In today's world, where we'reseeing more protests, we're
seeing more hazards, if youwould to everyday life, it's
probably a good time to not goout for Halloween.
(23:20):
So thanks everybody for joiningus.
Thank you as always, john, andwe'll see you here next week.
Sally (23:27):
Be sure to visit SupermarketGuru.
com for the latest marketinganalysis issues and trends, and
don't forget to join us backhere next Monday at 2.30 pm
Eastern for more.
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