See if artisan products really are industry game-changers
See part 3 of the interview with industry experts.
QSR Media spoke with three industry experts to learn more about the trend of launching artisan products, and to find out if it is a game changer for the QSR industry.
QSR Media: Are artisan products a game changing development in the QSR industry?
Steve Hansen—King of Strategy at Think DONE Management Consultancy: Not sure at this stage, but they certainly will be.
I think the theatre of seeing a product made using original methods and equipment is enough to capture the consumers attention and then of course their money, but the consumer is educated and is seeking, quality products that are well made, and being able to see that happen also adds to the appeal and the overall appeal.
Mimmo Lubrano—Director of Sandhurst Fine Foods Australia: Yes- trends in Mexican foods, cafe, restaurant, TV shows etc –will all make their way into QSR.
There is no doubt that products like Artichokes, Kalamata Olives, Roasted Red Peppers, QUinoa etc are making good profits and causing a lot of concern for the large QSR chains that missed the boat on these items.
Nigel Patient—Managing Director and Brand Strategist at Head Mark: For some brands this would be game changing, it could dramatically change the way they operate, again they have to be sure that this is the direction they want to take their brand and if it fits within their brand personality, if it doesn't it will just confuse consumers.
Other brands need to be careful that it doesn't harm some of their other brand attributes for example if a customer chooses your brand because of its convenience and speed of service, then changing that to slower service to offer a handcrafted product may alienate those existing customers.
For some brands they have been offering artisan or handcrafted products for many years already, so it is not necessarily a new development, but instead a new way of communicating to their customer base who now feel it is important to know what they have purchased, so in essence it is a change in the way they are marketing.