Grocerant Guru Says Wingstop & OPI’s ‘Snack in :60 Challenge’ is a Brand Invitation Others Should Have Thought of First

 

Food marketing is all about relevance, timing, and creating a brand invitation that turns heads. The latest collaboration between Wingstop and OPI hits all three marks, proving once again that consumer behavior is the key to unlocking incremental sales growth according to Steven Johnson Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.

In a world where grocerant niche Ready-2-Eat and Heat-N-Eat fresh foods continue to drive consumer migration from traditional restaurants to convenience-driven options, Wingstop’s newest partnership with OPI’s RapiDry Quick-Dry Nail Polish exemplifies a mix-and-match meal solution that extends beyond just what’s on the plate—it’s a cultural moment wrapped in indulgence, convenience, and self-expression.

Why This Collaboration is Food Marketing Gold Wingstop, known for its craveable, sauced-and-tossed wings, and OPI, a leader in nail color innovation, are tapping into a consumer truth: no one likes to wait. This collaboration is built on real-world consumer habits—today’s customers are not only looking for bold flavors, but they also want experiences that fit seamlessly into their fast-paced lives. According to food industry data, 63% of consumers decide what they’ll have for dinner after 4 PM, and nearly 50% of meals today are consumed alone. This means convenience-driven, low-friction dining solutions win every time.

Enter the Snack in :60 Challenge, where fans are invited to paint their nails with OPI’s new RapiDry Quick-Dry Nail Polish and then grab their made-to-order Wingstop wings within 60 seconds—without worrying about smudging their fresh manicure. That’s a mix-and-match meal solution beyond just food—it’s about integrating lifestyle choices into dining occasions.

Why This is a Grocerant-Style Game Changer Grocerant niche success is about bundling, relevance, and timing. This partnership checks all the right boxes:

1.       A Perfect Pairing for Young Consumers: Gen Z and Millennials, the most influential consumer groups today, thrive on social-driven experiences that combine food, self-care, and entertainment. This campaign builds on those consumer behaviors while giving brands a competitive edge.

2.       Driving Incremental Sales Through Bundling: Bundling food with an engaging lifestyle product enhances brand value. Other brands should be asking themselves: Why didn’t we think of this first?

3.       Creating a Brand Invitation: Every retailer, restaurant, and C-store needs to rethink how they engage consumers beyond just food. This partnership extends beyond traditional marketing—it's an invitation to interact with the brand in a new, exciting way.

A Lesson for Foodservice Operators & C-Stores This kind of cross-industry collaboration is something restaurants, grocery stores, and even convenience stores should be exploring. The concept of ‘meal occasions’ is shifting, and brand relevance now depends on how well companies adapt to the consumer lifestyle. From boxed meal solutions to gamified promotions that drive digital engagement, the Snack in :60 Challenge should be a wake-up call for competitors.

So, while fans get ready to take on the challenge with their exclusive OPI RapiDry x Wingstop Snack in :60 Kit—which includes two OPI RapiDry shades, a 60-second timer, and a Wingstop gift card—other brands should be strategizing their next move. Because in today’s fast-paced foodservice landscape, being late to the game means missing out on a feast of opportunity.

The Snack in :60 Kits will be available beginning Friday, January 31 at 12 p.m. ET through Wednesday, February 5 at 9 p.m. ET at Snackin60.com—but only while supplies last.

For the rest of the industry, the Grocerant Guru asks: What are you waiting for?

Don’t over reach. Are you ready for some fresh ideations? Do your food marketing ideations look more like yesterday than tomorrow? Interested in learning how Foodservice Solutions® can edify your retail food brand while creating a platform for consumer convenient meal participation, differentiation and individualization?  Email us at: Steve@FoodserviceSolutions.us or visit us on our social media sites by clicking the following links: Facebook,  LinkedIn, or Twitter

Walmart’s Pay and Benefits May Surprise You

 

For decades, Walmart has been both criticized and praised for its treatment of employees. However, in recent years, the retail giant has made significant strides in enhancing the compensation and benefits for its workforce, particularly for management and supervisory roles. This renewed focus is reshaping perceptions about career growth at the world’s largest retailer according to Steven Johnson Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.

The Journey from Hourly to Management

Walmart's employees often begin as hourly workers, earning a starting wage of $18 an hour, a rate that significantly exceeds the federal minimum wage. Over time, these associates have opportunities for advancement, with many progressing to supervisory or department manager roles. Notably, Walmart promoted over 130,000 associates in fiscal year 2024, showcasing a pathway to better pay and responsibility for long-term employees.

For department managers, the journey typically takes three to five years of dedicated service. These roles include a base annual salary that can reach $65,000, depending on the store's size and region. Supervisors, another critical tier of leadership, earn competitive wages and enjoy benefits such as quarterly bonuses.

Store Managers: High Pay, High Responsibility

Store manager positions have always been aspirational within Walmart’s career structure. In 2024, Walmart raised the annual base salary for store managers to between $90,000 and $170,000, with the average now reaching $128,000. This represents a dramatic increase from previous years when starting pay for managers was as low as $65,000.

Beyond base pay, store managers now receive an annual stock grant that can reach $20,000, emphasizing Walmart's focus on long-term wealth-building for its leaders. Bonuses tied to performance metrics further enhance earning potential. For an employee climbing the ranks, this represents a remarkable transformation from entry-level work to six-figure compensation.

Market Managers: Earning CEO-Level Salaries

Taking managerial success to new heights, Walmart’s market managers—responsible for overseeing multiple locations—can now earn between $420,000 and $620,000 annually when factoring in bonuses. Base pay for this role starts at $160,000 and can rise to $260,000, accompanied by stock grants and bonuses of up to 100% of their base salary.

The timeline to ascend to market manager is approximately 15-20 years, showcasing Walmart’s commitment to rewarding experience and leadership within its ranks. This role underscores the competitive nature of management opportunities at Walmart compared to other retail employers.

Competitive Benefits and Promotions

Beyond pay, Walmart has introduced initiatives to attract and retain top talent. Hourly workers are now eligible for an annual bonus of up to $1,000, and stock purchase programs encourage long-term financial security. These enhancements coincide with healthcare benefit changes, though critics have noted higher deductibles in some plans.

In contrast to unionized retailers like Kroger, which face frequent pay-related conflicts, Walmart has managed to sidestep labor disputes by offering structured, transparent compensation plans. This proactive approach to employee satisfaction highlights Walmart’s desire to remain competitive in the retail landscape.

Historical Perspective: A Long Road to Change

Historically, Walmart faced scrutiny for low wages and minimal benefits. However, the tide began to turn in the mid-2010s when public pressure and competitive threats from retailers like Amazon prompted significant investments in worker compensation. Since then, Walmart has outpaced many industry peers, including Hobby Lobby and Target, in pay structure and promotional opportunities.

Think About This: A Career Worth Considering

Walmart’s career progression for hourly workers to store and market managers demonstrates a remarkable journey fueled by pay increases and performance incentives. While challenges such as healthcare costs remain, Walmart’s commitment to employee development is clear.

For workers willing to put in the time and effort, a career at Walmart can culminate in earnings and benefits that rival executive roles in other industries. Far from the stereotypes of retail work, Walmart’s initiatives may indeed surprise those exploring its employment opportunities.

For international corporate presentations, regional chain presentations, educational forums, or keynotes contact: Steven Johnson Grocerant Guru® at Tacoma, WA based Foodservice Solutions.  His extensive experience as a multi-unit restaurant operator, consultant, brand / product positioning expert, and public speaking will leave success clues for all. For more information visit GrocerantGuru.com, FoodserviceSolutions.US or call 1-253-759-7869

Looking Once Again at the Intersection of Mobile Marketing, Virtual Retail, and Foodservice Brick-and-Mortar Retailers

 

In today’s dynamic food landscape, technology is reshaping the pathways of fresh food distribution. Mobile marketing and virtual retailing are challenging the traditional dominance of brick-and-mortar foodservice retailers as consumer expectations evolve around convenience, accessibility, and personalization according to Steven Johnson Grocerant Guru® Tacoma, WA based Foodservice Solutions®. This shift is most evident in where and how restaurant meals are purchased and consumed. Let’s explore these trends through the lens of historical foodservice practices, backed by data, to understand the winners and missteps within this evolving market.

Where Consumers Buy and Consume Restaurant Meals

Historically, dining out revolved around seated meals at traditional restaurants, with few options beyond carryout. In the late 20th century, the fast-food industry pioneered takeout and drive-thru services, accounting for nearly 70% of their total sales by the 1990s. Today, this trend has diversified exponentially. According to a 2024 foodservice study:

·         50% of restaurant meals are consumed at home thanks to the rapid adoption of food delivery services and mobile order-ahead apps.

·         23% are eaten in-store, indicating a shrinking but stable segment of dine-in customers.

·         27% are consumed in vehicles, reflecting the convenience of drive-thru, curbside pickup, and the rise of the “grab-and-go” culture.

This spatial consumption fragmentation highlights the growing demand for flexibility, accelerated by innovations in digital ordering and meal logistics.

The Rise of Convenience Stores in Meal Market Share

Convenience stores (c-stores) have emerged as formidable competitors in the meal market, driven by their ability to innovate with fresh food offerings and mix-and-match meal bundling. Historically relegated to snacks, coffee, and impulse purchases, c-stores began to transform in the early 2000s, aiming to capture share from fast-food and casual dining sectors. Today, their success is undeniable:

·         Breakfast: With made-to-order breakfast sandwiches, grab-and-go burritos, and premium coffee, c-stores now account for nearly 20% of all morning meal occasions.

·         Lunch: Modular lunch combinations like fresh sandwiches, soups, and salads have helped them capture 12% of the midday meal market.

·         Dinner: Ready-2-Eat and Heat-N-Eat items have propelled them to secure 8% of dinner occasions, appealing to time-starved consumers.

·         Snacks: C-stores hold a dominant 30% share in snack sales, benefiting from smaller packaging and impulse-friendly positioning.

These numbers underscore how c-stores’ emphasis on convenience, flexible bundling, and high-quality meal components resonates with today’s consumers.

Grocery Service Deli Missteps in the Grocerant Niche

While convenience stores thrive, the service deli departments within traditional grocery stores have consistently struggled to establish a meaningful presence in the grocerant niche, which caters to Ready-2-Eat and Heat-N-Eat fresh meals. Missteps include:

1.       Failure to Meet Real-Time Consumer Needs: Unlike c-stores’ agile product rotations, service delis often rely on preset menus and slower innovation cycles, making their offerings feel static.

2.       Packaging Problems: Poor packaging for freshness, reheat-ability, and portability undermines the consumer experience compared to the advanced formats offered by competitors.

3.       Underwhelming Value Propositions: Price points in service delis often align more with full-service restaurant meals than fast-casual or c-stores, lacking the perceived value needed for repeat purchases.

4.       Misaligned Marketing: Unlike c-stores that capitalize on digital tools for hyper-local promotions and meal customization, service delis rarely engage customers through robust mobile or loyalty platforms, further eroding market share.

Technological Drivers Reshaping Fresh Food Distribution

Technology sits at the heart of this evolution. Mobile marketing has enabled restaurants and virtual retailers to build personalized relationships with customers. For example:

·         Food Delivery Apps: Apps like DoorDash and Uber Eats now control 25% of the off-premise restaurant meal market, transforming consumer expectations for meal accessibility.

·         Virtual Brands: “Ghost kitchens” leverage existing kitchen space to produce multi-concept offerings, creating entirely digital-first dining options.

In parallel, c-stores lead in frictionless payment technologies and targeted digital promotions. From pre-order kiosks to exclusive app-based meal deals, their investment in mobile marketing keeps them competitive against fast-food rivals.

A Vision of the Future

As technology accelerates, the lines between mobile marketing, virtual retail, and brick-and-mortar foodservice will continue to blur. Retailers and restaurants seeking success must prioritize these strategies:

1.       Consumer-First Approaches: The ability to deliver high-quality, convenient, and value-oriented meals remains paramount.

2.       Data-Driven Customization: Personalizing meal experiences via mobile apps and leveraging analytics to anticipate consumer needs.

3.       Agility in Distribution: Restaurants and retailers alike must adapt to new points of meal consumption, ensuring they align with consumer habits.

C-stores’ current dominance in mix-and-match meal bundling and snacking illustrates how a laser focus on convenience and consumer touchpoints can reap significant rewards, while the grocery service deli’s struggles demonstrate the cost of misunderstanding consumer expectations in an age of disruption. The grocerant niche’s ongoing evolution offers valuable lessons for the future of fresh food distribution.

Invite Foodservice Solutions® to complete a Grocerant ScoreCard, or for product positioning or placement assistance, or call our Grocerant Guru®.  Since 1991 Foodservice Solutions® of Tacoma, WA has been the global leader in the Grocerant niche. Contact: Steve@FoodserviceSolutions.us or 253-759-7869

Handheld Foods: A Rising Trend in Modern Dining

 

Handheld foods—such as burgers, pizza slices, and sandwiches—have become increasingly popular, especially among single-person and two-person households according to Steven Johnson Grocerant Guru® at Tacoma, WA based Foodservice Solutions®. This trend is evident not only in the rise of takeout and delivery services but also in the prevalence of handheld options in sit-down restaurants.

Rise in Handheld Foods Among Small Households

The convenience of handheld foods appeals to smaller households seeking quick meal solutions without the need for extensive preparation or cleanup. According to the USDA, households with children purchase 19% more fast-food meals and 38% fewer full-service restaurant meals than households without children, indicating a preference for convenience.

Want a Larger 

Share of Stomach

Demographics on Consumer Consumption by Age

The consumption of handheld foods varies significantly across different age groups:

·         Gen Z (ages 18-24): This group reports the highest consumption of handheld foods, contributing to 25% of fast food sales. They prefer trendy, quick-serve options like burritos and specialty sandwiches.

·         Millennials (ages 25-40): Millennials account for 30% of handheld food consumption, often favoring gourmet burger chains such as Shake Shack and Five Guys.

·         Gen X (ages 41-56): This age group makes up 20% of handheld food sales, with a tendency towards healthier handheld options, like wraps and paninis.

·         Baby Boomers (ages 57-75): Representing 15% of handheld food consumption, this group often chooses classic options like deli sandwiches and pizza slices.

·         Silent Generation (ages 76 and older): This group accounts for 10% of sales, preferring familiar and straightforward handheld foods like burgers and hot dogs.

Prevalence in Sit-Down Restaurants

Many sit-down restaurants have expanded their menus to include handheld options, catering to the demand for quick and convenient meals. Fast food giants like McDonald's and Burger King have long capitalized on this trend with their iconic offerings. More recently, even casual dining chains like Applebee's and Chili's have introduced new handheld items, such as sliders and handheld tacos, to attract diners seeking flexibility in dining choices.

Growth of Takeout and Delivery Services

The takeout and delivery sector has experienced significant growth, driven by the demand for convenience foods like burgers and pizza. Online ordering has surged, with a growth rate of 300%, outpacing in-house dining. Additionally, 77% of consumers order takeout or delivery every month, highlighting the increasing reliance on these services. Examples of companies thriving in this market include Domino's Pizza, which reported a significant increase in delivery sales, and Grubhub, which has consistently shown strong growth in its user base and order volume.

Impact of Drive-Thru, Takeout, and Digital Ordering

Drive-thru services have become a cornerstone of the fast-food industry, offering quick service for customers on the go. For instance, Chipotle introduced "Chipotlanes" in 2018, requiring customers to order and pay in advance through their app. Locations with Chipotlanes have reported sales 10% to 15% higher than those without, demonstrating the effectiveness of this model.

Digital ordering platforms have further revolutionized the food industry. In March 2024, major meal delivery services in the U.S. saw an 8% year-over-year increase in sales, indicating sustained growth in the sector. Companies like DoorDash and Uber Eats have become major players in this space, providing seamless and efficient ways for customers to order their favorite handheld foods.

In addition to these popular options, specialty handheld food companies like Shake Shack, known for their gourmet burgers, and Panera Bread, with their diverse sandwich offerings, have also seen success by catering to niche markets within the broader handheld food trend.

The combination of handheld food options, efficient drive-thru services, and user-friendly digital ordering platforms has reshaped the dining landscape, particularly for smaller households seeking convenience and flexibility in their meal choices.

Do your food marketing ideations look more like yesterday than tomorrow? Interested in learning how Foodservice Solutions® can edify your retail food brand while creating a platform for consumer convenient meal participation, differentiation and individualization?  Email us at: Steve@FoodserviceSolutions.us or visit us on our social media sites by clicking the following links: Facebook,  LinkedIn, or Twitter

Food Price Wars and Service in Focus: EG America Introduces $3 Meal Deal

 

Throughout history, price wars have shaped consumer decision-making in the competitive foodservice landscape according to Steven Johnson Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.

However, price alone seldom guarantees success; service, convenience, and quality frequently emerge as decisive factors. In this context, EG America’s introduction of its $3 Meal Deal signals a strategic bid to solidify its position amid intensifying competition between convenience stores (C-stores) and quick-service restaurants (QSRs).

EG America’s promotion, launching on Jan. 8 at participating Cumberland Farms and Fastrac locations, offers breakfast enthusiasts a sausage, egg, and cheese croissant sandwich paired with a choice of any size coffee (hot or iced) for just $3. Customers can enhance their meal with a hashbrown for an additional $1. This value proposition underscores the historical tendency of C-stores to evolve by blending cost-conscious offerings with an emphasis on fast, efficient service.

A Historical Perspective on Price Wars in Foodservice

The tug-of-war over pricing in the food industry dates back decades, often precipitated by economic downturns or shifts in consumer behavior. In the late 20th century, fast food brands like McDonald’s and Burger King slashed menu prices to maintain traffic during recessions, later realizing that the effectiveness of these tactics depended heavily on accompanying service improvements. Convenience stores, traditionally known for fuel and snacks, have evolved to embrace “heat-and-eat” and “ready-to-eat” meals, offering both affordability and convenience to a growing demographic of time-strapped consumers.

“We understand the importance of providing high-quality, delicious meals at an affordable price,” remarked Mendy Meriwether, vice president of food, dispensed beverage, and QSR at EG America. “Our $3 Meal Deal offers guests a quick and tasty breakfast option that doesn't compromise on flavor or convenience, all at an incredible price.” This emphasis on quality and service aligns with historical lessons—even during fierce price wars, consumers remain loyal to brands delivering seamless and pleasant experiences.

Leveraging Historical Consumer Insights

EG America has experimented with meal deal promotions to build its value-oriented reputation. The $3 Meal Deal follows the successful implementation of a $5 customizable summer Meal Deal, which offered customers a wider array of choices for several months in 2023. Building on this momentum, EG America introduced fall promotions that bundled breakfast sandwiches with popular beverages for $5, reinforcing the idea that convenience store chains must constantly adapt to meet evolving consumer preferences.

This historical pivot toward more structured and value-driven food offerings reveals C-stores’ intent to disrupt traditional QSR daypart domination. Breakfast, once the QSR’s stronghold, is now under scrutiny as C-stores enhance their competitive positioning. This latest deal targets time-pressed morning commuters seeking alternatives to higher-priced fast-food breakfasts.

Looking Forward: The Price-Service Equation

C-stores’ future growth hinges on balancing affordability with superior service—a lesson derived from decades of competition in the foodservice industry. As EG America competes with QSR heavyweights, its ability to combine low pricing with a dependable and pleasant customer experience will determine its sustained success. The targeted rollout across Connecticut, Massachusetts, Maine, New York, New Hampshire, Rhode Island, and Vermont reflects the company’s intent to bolster customer loyalty in regions with established convenience store cultures.

EG America operates more than 1,500 locations across the U.S. and is owned by EG Group, a U.K.-based retail powerhouse. With service-focused initiatives like the $3 Meal Deal, EG America is poised to leverage historical insights into consumer preferences, positioning itself as a formidable competitor in both pricing and service excellence in 2024 and beyond.

Invite Foodservice Solutions® to complete a Grocerant ScoreCard, or for product positioning or placement assistance, or call our Grocerant Guru®.  Since 1991 Foodservice Solutions® of Tacoma, WA has been the global leader in the Grocerant niche. Contact: Steve@FoodserviceSolutions.us or 253-759-7869