Technomic’s latest learnings on the high-growth category
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average based on the number of consumers who say they
strongly agree with eight distinct statements about attributes of each brand’s image, including social responsibility, trustworthiness, reputation, shared values, uniqueness and more. So what’s differentiating the top-rated
food retailers among consumers?
Shoppers who visit Wegmans, the top-ranked RFS
banner, are not shy when expressing their passion for
the chain. Its scores reveal positive perceptions of Weg-man’s uniqueness and innovative product launches, and
it receives the highest rating for trustworthiness across
all the CBM-tracked food retailers. Seven in 10 Wegmans
customers strongly agree the chain has an excellent reputation—many point to a lifelong connection to the brand.
H-E-B ranks second overall among the tracked RFS leaders, but the Texas-based chain earns top scores for corporate social responsibility and support for local community
activities. The company’s commitment to donate 5% of
pretax earnings to local causes clearly resonates with consumers, as 35% of millennials believe social responsibility
is very important when selecting a retailer. Too, 58% of
H-E-B customers strongly agree they can trust the brand.
Employee-owned Publix earns its highest ratings in the
area of standing, as 59% of shoppers strongly agree the food
retailer has an excellent reputation. The high level of staff
engagement goes all the way back to the roots of the company and its founder, and 39% of those that experienced
excellent visit satisfaction cite service as a reason—more
than any other determining factor. In fact, 53% strongly
agree Publix is a place where the customer comes first.
Though Trader Joe’s favors prepared chilled meals
to on-premise foodservice, its quirky themes and private-label selections help fuel strong brand image ratings. Hawaiian shirt-clad store associates, dubbed “the
Crew,” propel its service ratings to the No. 2 spot among
the tracked food retailers. However, consumers indicate
its innovative, affordable products with inspiration from
around the globe are the real drivers of its scores.
Despite receiving the lowest rank for value-related
attributes, Whole Foods Market earns above-average
ratings for brand image, with strengths including innovation and social responsibility. After its recent acquisition
by Amazon—and immediate in-store price-cutting steps
taken by the retail giant—consumers will likely reassess
their ideas of the Whole Foods value proposition.
rom deli takeout and self-serve food bars
to chef-prepared entrees, consumers are
increasingly turning to grocery stores for
fresh-prepared meals. Without question,
the growth of retail foodservice programs has been nothing short of phenomenal. Here, Grocery Business breaks
down data from Winsight’s research arm, Technomic,
that explores what’s driving consumers’ perceptions of
the leading retail foodservice (RFS) banners.
Technomic’s Consumer Brand Metrics (CBM) program, powered by Ignite, measures several aspects of the
customer experience. Its brand image rating is a weighted
A look at the factors that are whetting
customers’ appetites—and keeping them
hungry for more. By Robert Byrne
2 Retail Foodservice
Consumer Brand Metrics;
Base: 9,493 recent retail
visitors (Q4’16-Q3’ 17)
Whole Foods Market
Food retailer average
Technomic’s Consumer Brand Metrics conducts ongoing
consumer tracking of foodservice occasions for leading
retailers, restaurants and convenience stores to provide you
with up-to-date competitive information, customer behavior
analysis and brand insights. Retail CBM tracks customer
experience at 24 top supermarket, warehouse club, mass
merchandiser, drugstore and specialty food retailers.