Issue of the Month - Predictions 2013
This month QSR Media will be asking leading industry commentators and analysts what they think will be "hot" in 2013.
We start this series with some of our own predictions:
1. The rise of the pop up store
In recent years, we have seen several successful pop ups. The Beach Burrito Company put one up in the Jindabayne slopes this June during the peak skiing period, while Grill'd has been frequenting concerts and festivals with their Airstream burger van. It’s becoming clear that pop ups are a great way for brands to penetrate seasonal markets. They can also be used as testing grounds, as what The Beach Burrito Company did, to ensure all systems can handle a more permanent outlet in the future. We expect more QSR brands to engage in this kind of profitable toe-dipping through pop ups in the coming years. The big challenge though will be to reproduce in each pop up store the same quality of food that fans have come to expect in a full-service restaurant, or risk damaging their brand image.
2. Entry of big Australian retailers
We predict more non-traditional QSR providers to expand into food. One recent example is retail chain Woolworths, which is now trial-testing sushi and frozen yogurt kiosks within their own supermarkets. Masters Hardware stores have also partnered with McDonald’s to set up a full-service restaurant, McCafe and children’s Playland all inside their store premises.
The synergy is just too great to ignore: In-store food outlets can drive more foot traffic and sales to retail chains. Homegrown brands can even be spun off into lucrative franchise brands if they become popular enough. We anticipate big Australian retailers to snap up their own exclusive tie-ups or even develop their own food lines if only to avoid losing customers to competitors with special food draws.
