Today in food commerce, Kellogg divides into three independent, publicly traded companies, while Mondelēz International acquires Clif Bar. Plus, Krispy Kreme rolls out ice cream, and Jason Scoggins of Chipotle, discusses how loyalty and rewards are helping the brand boost affinity in Canada.
Consumers’ habits have evolved dramatically in the past few years, and brands that do not adapt to their changed preferences risk falling behind. From prioritizing different food categories to exploring new commerce models, the consumer-packaged goods (CPG) space is evolving. Kellogg, for one, noting the strength of its snacks business relative to its other categories, is splitting its portfolio into three independent public companies.
Krispy Kreme has built its following on selling doughnuts. However, with its competitors diversified into other categories, the Charlotte, North Carolina-based sweet shop chain, which has more than 1,800 shops around the world, is now growing its indulgent treat offerings. It hasannounced the launch of soft-serve ice cream and milkshakes.
“When we launched Chipotle Rewards in the U.S., we had 26 years’ worth of superfans eager to sign up. In Canada, Chipotle is still an emerging brand, so I don’t think we’ll see the pent-up demand we saw with our U.S. launch,” Jason Scoggins, senior director of loyalty and CRM (customer relationship management) at Chipotle, told PYMNTS.
Each restaurant patron values certain aspects of the restaurant experience as determined by a combination of their habits, budget and personal preferences. “Digital Divide: Technology, Customer Service and Innovation in the Restaurant Industry,” a PYMNTS and Paytronix collaboration, examines consumers’ relationships with restaurant choice and virtual reality in the restaurant context.
Local Express, a company that specializes in delivering foods for restaurants, bakeries and beverage purveyors, has teamed with Walmart GoLocal, the retail giant’s white-label delivery service, to offer expanded same- and next-day delivery services. The partnership will allow Local Express to serve additional businesses in locations including Chicago, Illinois; Miami, Florida; and Arlington, Texas.