Food Business News - March 30, 2021 - 12

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Predicting the pandemic's
impact on the retail revolution
Panelists at Future Food-Tech discuss implications of shifting consumer trends

SAN FRANCISCO - Consumer migration to
digital platforms for shopping accelerated
during the pandemic. A panel of executives discussed the implications on packaged food brands, retailers and restaurants during a March 12 panel discussion
at the virtual Future Food-Tech seminar.
" We are looking at a new era in
grocery retail that's going to be digital-forward with multiple formats and multiple
channels, " said Walter Robb, former
co-chief executive officer of Whole Foods
Market and executive-in-residence at S2G
Ventures. " At the center of all that is the
customer as always, and our job is to serve
that customer how and when they want to
be served, and they've made it very clear
their expectation is they want to be served
in different ways at different times. "
Chipotle Mexican Grill began responding to a consumer transition to online transactions several years ago. Early investments
in digital capabilities positioned the fast-casual chain to pivot successfully as in-store
traffic evaporated, said Scott Boatwright,
chief restaurant officer.
" Brands that fail to innovate and
move their business to more of an omnichannel version will fall behind, " Mr.
Boatwright said.
People will once again gather for
meals in restaurants, he said, noting the
traditional brick-and-mortar model will
retain relevance for years to come. However, he said, the shift to digital was already
underway prior to the pandemic.
" I think it's important for all folks in
this space as they think about where to
take their brand from here, they've got to

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012_FBN_March30_21.indd 12

be thinking about increased access points,
and those that are entrenched could get
stuck and continue to lose market share, "
Mr. Boatwright said.
The past few years saw an emergence
of new concepts in the food business.
Represented on the panel were the
founders behind two innovative options
gaining traction over the past year. Tovala
offers a meal service that is paired with
a countertop smart oven. Misfits Market

'What the customer has said very
clearly is, " Please serve me in all
these different ways, " and the brands
that will be most successful are those
who are willing to meet the customer.'
- Walter Robb,
S2G Ventures

is a direct-to-consumer grocery platform
tackling food waste by offering imperfect
or surplus produce and pantry staples
at lower costs. Both businesses tracked
strong growth following the onset of the
pandemic, and the leaders of the companies said they expect continued momentum as recent consumer habits stick.
" In general, I think the trend was
alternative e-grocery platforms like ours -
we were alternative before - we got thrust
to the main stage from the backstage, "
said Abhi Ramesh, founder and CEO of
Misfits Market, which he said saw a " massive spike " in new customers, as well as

larger and more frequent orders.
His business partnered with suppliers
to restaurants, theaters, sports stadiums
and schools to repackage and sell products
such as bulk popcorn kernels directly
to consumers. Additionally, emerging
packaged food brands began tapping into
alternative distribution channels such as
Misfits Market as the pandemic thwarted
opportunities to gain shelf space at conventional grocery retailers.
" Building their own direct-to-consumer experience isn't necessarily an
option for all of these brands, so they're
looking for the marketplace or distribution channel, ours being one of them, " Mr.
Ramesh said.
Data and analytics will play a role in
building an online shopping experience
that benefits retailers, manufacturers
and consumers. Mr. Ramesh noted the
possibilities and limitations of the virtual
shelf model.
" One of the powerful things we have
as a digitally native, direct-to-consumer
brand is we have a ton of data on every
single consumer, " he said. " The power of
that is I can build a grocery store specifically for you, knowing who you are. I
can assume based on that data there are
particular aisles you shop every week, and
there are particular aisles you may never
shop. There are certain brands you prefer
versus others. I can auto-populate your
cart with items you bought last week and
the week prior. How we think about it is
... there's infinite shelf space, but we can't
have infinite products on a giant scrolling
page. We have to be data-driven about
March 30, 2021

3/26/2021 9:13:08 AM



Food Business News - March 30, 2021

Table of Contents for the Digital Edition of Food Business News - March 30, 2021

Food Business News - March 30, 2021 - 1
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