'People are returning to the basics': Jamaica Blue predicts simpler menu items to dominate growing takeaway channel
The Foodco-owned chain looks to reach consumers that have developed new eating habits during this time.
Consumers will be looking for simplicity, value and good quantity in their food and beverage orders via takeaway, a channel set for growth and innovation amidst the coronavirus pandemic, Jamaica Blue’s senior marketing executive Ange Ritchie told QSR Media in an interview.
“Food developed into the immediate future will need to be accommodating for this change of eating. We are also noticing that consumers are not looking for anything overly complicated at the moment. People are returning to the basics,” she observed.
“Discretionary spending over the next few months for many will be tight. When people eat out, they will be looking for value and for items that they can’t replicate at home. This might be a barista made coffee, or an egg benedict. I think they will be looking for simplicity and good quantity so their time away from home is well spent.”
The Foodco-owned coffee chain, which has been growing its takeaway business, expects customers that started buying via takeaway during lockdown may be more likely to avail it times they do not have time to dine-in at their hundreds of cafes.
“I think the length of time and changes we needed to adapt to meant we built new habits and discovered things we may otherwise have not done, we are now open to both sit-in and takeaway,” she said.
“Even though things are slowly returning to the ‘new normal’, It is unlikely that we will see a real drop off from takeaway, given the reduced seating in cafes and the need of social distancing.”
Ritchie said Jamaica Blue now has a “bigger focus” on excellent customer experience to bring loyal customers back and to grow new customers to their cafes. The chain saw a big taper in their staffing, but expects to be back to normal once they are “in full operation and at capacity.”
“There is also a big focus on ROI [return on investment] in everything we are doing and what we support our franchisees to do from campaigns we run to managing their staff levels with the changes building back at different rates across the states. This means it’s become more specific in the support we are giving them now and it’s different for each state,” she said.
Customers also expect heightened health and safety procedures during this time, Ritchie said, adding supply chain is also challenging at the moment.
“Focus around contactless food preparation and sanitising of work spaces will be paramount moving forward. Supply at the moment is challenging, with a high inconsistency of product and brand availability. Chefs will need to adapt to these conditions and be solution-oriented until production and deliveries return to normal,” she said.
