The latest news, analysis and trends from The Supermarket Guru
menu o;erings are and create a retail
Here are examples of what some
hyperlocal U. S. restaurants are doing:
Vinland, in Portland, Maine, touts itself as the world’s
only ;;;; local food restaurant and sources every
single bit of food from Maine.
Des Moines, Iowa, is an emerging hot spot for
millennials, and HoQ Restaurant is a farm-to-table
establishment that uses ;;; local ingredients. Its
owners are dedicated to sustainability; they purchase
whole animals and use fair-trade, locally roasted
co;ee and local liquors in the bar. The menu lets you
know exactly where your food came from, listing each
farm and its o;erings.
Salt Lake City’s Pago aims for a menu of only local
ingredients and in ;;;; broke ground on its very own
microfarm in nearby Sugar House. The farm provides
vegetables such as heirloom tomatoes, kale and beets.
The Orlando World Center Marriott in Florida
recently debuted a high-tech solution to food
sustainability in the hotel’s nine dining outlets, and
it’s called the HyCube. It’s a “modular hydroponic
vegetable production system” that uses ;;; less
water than traditional farms, and it produces ;;;
di;erent types of fresh lettuce, herbs, microgreens
and edible ;owers.
The second track is all about marketing and using
targeted digital platforms, including social media, which
focus on a highly targeted, much smaller geographic
footprint. According to Google insights, ;;; of mobile
users ;and ;;; of users of tablets or computers; are most
likely to visit a store after conducting a local search to ;nd
store hours, directions to the store, product availability
and descriptions and related information. Think about
the “near me” feature that many search engines now
o;er as an example.
Market your grocerant, prepared foods and meal kits in
digital ads that are customized to their locations. Google
reports that ;;; of people who responded to local ads
made an unplanned visit to a store and made a purchase.
One key, according to Google, is to help consumers ;nd
what they need.
For decades, our industry has lamented that people
don’t know what they will have for dinner at ; p.m. So
let’s start using hyperlocal marketing to send them a text,
email, pop-up or ad on their mobile device about what’s
in your grocerant’s specials or prepared foods to induce
them to stop at your store on the way home for a meal
and glass of wine. Can you imagine what would happen if
grocers took a page from this foodservice book?
Supermarkets continue striving to be as local as possible, but the quest will become that much trickier now with “hyperlocal” gaining traction in the foodservice sector. Hyperlocal restaurants are sourcing almost all their food locally; many are now growing vegetables in the backyards of their restaurants. The National Restaurant Association rated hyperlocal food as the No. ; growing trend in ;;;;.
It’s time that supermarkets jump on the trend for
their grocerants and prepared food o;erings to stay
competitive, especially in the geographic areas where
there are high population concentrations of millennials
and Generation Z consumers.
There are two tracks supermarkets should embrace
when it comes to being hyperlocal. The ;rst is about
the food. While it may seem unrealistic to grow your
own foods, with today’s technologies, it is really quite
easy. Using indoor farming techniques, supermarket
grocerants can take a small area and create a see-through
hothouse for growing a variety of herbs, lettuces and
vegetables that will underscore just how hyperlocal the
It’s Time to Make Your
Retailers would be wise to borrow a page from restaurants’
books to help folks ;gure out what’s for dinner. By Phil Lempert
light modules help
Phil Lempert is a leading
food marketing and
consumer trends analyst for
the grocery and retail sectors.