Examining intrapreneurship: Meal deals as traffic builders in food retail
Abstract
The paper addresses the relationship between meal bundling and driving customer traffic in foodservice and food retail overall, derived from a focused application of ‘entrepreneurship from within the organisation’ (or intrapreneurship). The study expands the domain of foodservice strategies by including a broader sales growth role than is normally found in the branding literature. The paper opts for an experimental study using current offerings in foodservice for a major regional food retailer, and bundling them as an offer called a ‘Meal Deal’. The Meal Deal was then offered in every store on one particular day of the week, with an advertising component of in-ad communication, in-store communication and social media engagement. The paper provides empirical insights to the hypothesis: if we aim to grow customer acquisition and sales, an entrepreneurial innovation process with a current trend (meal solutions) can be used as a traffic builder for the foodservice department. The results were highly encouraging versus baseline measures.
The full article is available to subscribers to the journal.
Author's Biography
Russell J. Zwanka formed the food marketing courses at the State University of New York at New Paltz. He is also CEO at Triple Eight Marketing. He holds a doctorate in international business from the International School of Management in Paris, a master’s degree in management from Southern Wesleyan University, and a bachelor’s degree in psychology from the University of South Carolina. Dr Zwanka has written eight books, spoken at numerous events, and served on such committees as the IGA Retailer Advisory Board, the HVEDC Food and Beverage Alliance, the Consumer Goods Forum Marketing Committee, and the Nielsen Retailer Advisory Committee.
Citation
Zwanka, Russell J. (2016, November 5). Examining intrapreneurship: Meal deals as traffic builders in food retail. In the Applied Marketing Analytics: The Peer-Reviewed Journal, Volume 2, Issue 4. https://doi.org/10.69554/BOHK1645.
Publications LLP