Giant Eagle | 09.04.14 | food trends volume 6
G i a n t E a g l e | 0 9 . 0 4 . 1 4 | f o o d t r e n d s v o l u m e 6
quench • We are food- + beverage-focused.
• We embrace a modern, media-driven
communications philosophy.
• We propel brands by listening, guiding
and owning conversations.
| q u e n c hhttp://thinking.quenchagency.com/gianteagle/
Leap Research
& Innovation
• market research + innovation company
(sister company of quench)
• systematic innovation process for repeatable success
• define
• discover
• ideate
• evaluate
| q u e n c h
the trends • food hacks
• alternative proteins
• digital tastes
• the new community center
• extreme makeover: vending edition
| q u e n c h
f o o d h a c k s
| q u e n c h
food hacks Whether out of necessity or novelty, we’re
constantly looking for new ways of doing things.
When it comes to new ways to prepare and
enjoy food, the only limits are our imaginations.
| q u e n c h
| q u e n c h
| q u e n c h
classif ications
of food hacks
• food preparation
• where and how it’s consumed
• food as utility
| q u e n c h
food preparation
Keurig single-cup coffee makers
have been hacked to make
cocktails, oatmeal and soup.
| q u e n c h
where and how
i t ’s consumedBrands are embracing food
hack culture. Fritos, Kraft and
Oreo have all enjoyed increased
usage occasions, incremental
sales and a rise in talk value,
thanks to food hacks.
| q u e n c h
food as uti l i ty
Food is being hacked to improve
skin, start fires, whiten teeth
and clean the house.
| q u e n c h
food hacks
are growing.
| q u e n c h
what’s driving
this trend?
necessity
| q u e n c h
what’s driving
this trend?
convenience
| q u e n c h
what’s driving
this trend?
stretching
resources
| q u e n c h
what’s driving
this trend?
social
gratification
| q u e n c h
what you
can do
• Share popular food hacks in an educational setting
• Showcase food hacks that make life in the kitchen easier
and allow people to try them
• Use food hacks that feature Giant Eagle private label
products
• Showcase recipes or kitchen hacks that substitute more
expensive brand names for private label products
• Encourage customer participation on social media using the
hashtag #EagleHacks
• Prompt fan contributions on Facebook, Twitter, etc and reward
the best food hacks with Giant Eagle gift cards
| q u e n c h
a l t e r n a t i v e p r o t e i n s
| q u e n c h
alternative
proteins
Our obsession with high-protein diets is evolving
from traditional, animal-based proteins to more
plant-based and unconventional sources.
| q u e n c h
o f U . S . c o n s u m e r s w a n t
m o r e p r o t e i n i n t h e i r d i e t~50%
S o u r c e : N P D G r o u p , 2 0 1 4
S o u r c e : N P D G r o u p , 2 0 1 4S o u r c e : F A O , 2 0 1 0
plant-based
Ancient grains such as polenta,
bulgur, farro, tempeh, seitan and
more are becoming increasingly
popular as meat-free protein
alternatives.
| q u e n c h
plant-based
“Beyond Meat” is a meat-free
protein alternative created by
Ethan Brown. The product has
been able to replicate the taste
and texture of traditional meats.
| q u e n c h
plant-based
Hampton Creek Foods believes
there is a healthier, more
economical and more sustainable
way to meet our dietary fulfillment
of protein.
| q u e n c h
insect-based
Insect-based proteins may seem
a little out there, but cricket-based
energy bar manufacturer Chapul
just received a major back by
Mark Cuban on ABC’s
“Shark Tank.”
| q u e n c h
insect-based
Farm 432 is an at-home, kitchen
top appliance to harvest insects
for supplemental protein in
our diets.
| q u e n c h
what’s driving
this trend?
economics
| q u e n c h
what’s driving
this trend?
conscious
consumption
| q u e n c h
what’s driving
this trend?
sustainability
| q u e n c h
what’s driving
this trend?
culinary
curiosity
| q u e n c h
what you
can do
• Showcase all the protein-rich products that Giant Eagle offers
• Specifically, highlight private label products that unexpectedly
contain protein such as: cheeses, grains and other products
• Consider carrying some alternative protein foods in order to be
an early adopter of these trendy foods
• Have tastings in store for foods high in protein that showcase
the health benefits along with the great taste
• Hold demonstrations of how the store is contributing to
sustainability efforts, educating consumers on how they can
also make a difference at home| q u e n c h
t h e n e w c o m m u n i t y c e n t e r
| q u e n c h
the new
community
center
Increased competition, both within and outside
of traditional channels, is pushing grocers to
evolve their business models.
| q u e n c h
s h a r e l o s t t o o t h e r c h a n n e l s
o v e r t h e p a s t 1 0 y e a r s
cooking classes
Cooking classes, like those
offered through Publix Aprons,
give shoppers the opportunity to
learn a new technique or skill.
| q u e n c h
in-store
diet i t iansIn-store dietitians are at
shoppers’ service, helping to
make sense of all the
complexities of eating right.
| q u e n c h
wellness classes
Grocers are even partnering with
local health systems, offering
wellness classes that extend
beyond nutrition.
| q u e n c h
what’s driving
this trend?
increased
competition
| q u e n c h
what’s driving
this trend?
consumer
education
| q u e n c h
what you
can do
• Expand the already existing Market District classes into traditional
Giant Eagle locations
• Offer classes that tie in with other trends, including grocery
hacks
• Extend beyond holiday cooking classes by offering everyday
lifestyle cooking classes throughout the year
• Offer an “Ultimate Advantage” subscription card that allows for
added discounts and benefits
• Partner with local fitness centers and offer a discounted
membership if customers present their Giant Eagle
Advantage card
• Consider adding a nutrition counter in-store to provide real-
time eating advice| q u e n c h
d i g i t a l t a s t e s
| q u e n c h
digital tastes Food and technology are coming together like
never before, changing the way food looks,
feels, is ordered, paid for, prepared and
even consumed.
| q u e n c h
classif ications of
digital tastes
• tangible
• convenient
• knowledgeable
| q u e n c h
tangible
Oscar Mayer is bringing the love
of bacon to a whole new level: a
bacon scent alarm clock. Now you
can wake up to the smell of a
homemade breakfast every
morning.
| q u e n c h
tangible
The Foodini is an at-home 3D
printing appliance that aids in food
preparation. The Foodini is
currently seeking start-up funding
through Kickstarter to bring the
unit to the masses.
| q u e n c h
tangible
Researchers have created a
“digital lollipop” that has been
able to emulate certain
taste sensations.
| q u e n c h
convenient
Terminal F at the Philadelphia
Airport provides a technology-
enhanced experience where
diners can order, check out and
even track the status of their
flights and car rentals.
| q u e n c h
convenient
Five Wendy’s locations on Staten
Island have embraced a drive-
through payment system that
utilizes EZ Pass technology.
| q u e n c h
convenient
Domino’s and Ford have
partnered to allow for hands-free
ordering through the vehicle’s
SYNC system.
| q u e n c h
knowledgeable
An MIT student developed
“Cheers” – smart ice cubes that
change color to indicate when
you’ve had too much to drink.
| q u e n c h
knowledgeable
Near field communication (NFC)
is on the fringe of becoming a
major distributor of
location-based coupons.
| q u e n c h
what’s driving
this trend?
discovery
| q u e n c h
what’s driving
this trend?
making
life easier
| q u e n c h
what you
can do
• Take “Advantage” of a mobile app
• Allow customers to order from the deli or bakery in
advance and pick food up at a later time and/or date
• Advertise Giant Eagle’s compatibility with iBeacon to
increase customer interaction
• Use scanner technology to make checking out quicker.
• Personal scanners allow customers to receive coupon
offers and scan their items as they shop
• Consider creating scanners that print coupons in real-time,
saving the customer time, money and energy without
coupon clipping
| q u e n c h
e x t r e m e m a k e o v e r : v e n d i n g e d i t i o n
| q u e n c h
extreme
makeover:
vending edit ion
Often associated with unhealthy eating, desperation and
shame, vending machines are getting makeovers that
earn descriptions such as “fresh,” “gourmet,” “luxurious”
and “entertaining.”
| q u e n c h
f o r e c a s t e d C A G R
b e t w e e n 2 0 1 0 - 2 0 1 6
vending
categories
• gourmet-to-go
• fresh food
• marketing machines
| q u e n c h
gourmet-to-go
Beverly Hills Caviar LA locations
dispense $500 caviar by
appointment only.
| q u e n c h
gourmet-to-go
Sprinkles introduced New York to
its own cupcake ATM, dispensing
gourmet cupcakes 24/7.
| q u e n c h
fresh food
Farmer’s Fridge is canning salads
in mason jars for vending in
Chicago.
| q u e n c h
fresh food
The first of several by The Box
Brands, Burrito Box dispenses
fresh, unfrozen burritos as well as
free Wi-Fi for those waiting.
| q u e n c h
marketing
machines
Oreo launched a 3D cookie printer
vending machine powered by
Twitter, with flavors based on
trending Twitter topics.
| q u e n c h
marketing
machines
Coca-Cola is combining
refreshing beverages with unique
experiences – this one surprises
couples with moments of
happiness for a Valentine’s Day
dance and lights display.
| q u e n c h
what’s driving
this trend?
high expectations
| q u e n c h
what’s driving
this trend?
convenience
| q u e n c h
what’s driving
this trend?
disruption
| q u e n c h
what you
can do
• Is it possible to get Giant Eagle quality on-the-go?
• Consider the “Eagle’s Nest” machine, a vending machine
that has the necessities of every grocery trip, stocked
fresh when necessary
• Look into a complete private-label vending machine that
allows customers to input recipes and then be supplied
every ingredient needed on-the-spot
• Create your own vending machine
• A Giant Eagle lottery-coupon vending machine that
delivers coupons as a scratch-off lottery ticket
• #TweetToEat vending machine that dispenses samples of
private label snacks when consumers tweet the specified
hashtag| q u e n c h
about quench • We are food- + beverage-focused.
• We embrace a modern media-driven
communications philosophy.
• We propel brands by listening, guiding and
owning conversations.
| q u e n c hhttp://thinking.quenchagency.com/gianteagle/