Sell prepared foods to companies, to help win Millennials

August 07, 2014

Sell “performance prepared foods” to companies – build recurring revenue and appeal to younger workers.

Supermarkets could take a cue from Silicon Valley:  Target business customers with fresh, healthful prepared foods that sustain workers’ energy levels and make them more willing to collaborate with each other.

Technology companies known for providing meals do so to create more collegial work environments, foster teamwork, keep staffers on premises, and tamp down the pressure everyone feels to produce.  Lunches, dinners and nighttime snacks may not cost employees money, but there is no “free lunch” philosophy.  Food serves as both performance fuel and social lubricant at these companies.  In addition, employers that utilize worker wellness to minimize health insurance premiums can leverage the right food mix to achieve this goal.

If more supermarkets pursued companies more aggressively, they could tap profitable, recurring revenue streams.   By branding their menus and related delivery trade dress, they could develop strong reputations among Millennials in their markets for “performance prepared foods” – and that message could translate into Millennials’ needs at home, where everyday life is also hectic, especially in households with growing families.

Millennials would be filled with food ideas for home after seeing the difference inspired food can make at work.  Cornell University and Dartmouth College researchers released two studies connecting hunger to feelings of entitlement.  They found that “famished team members might be less likely to work together and help each other and hesitant to apologize for their mistakes,” reports The Wall Street Journal.  Cornell Professor Emily Zitek, a study author, told the paper, “[Hungry people’s] priority is to do things to make themselves feel better. ..once…satisfied…they can turn to other needs, like social connections.”

A sampler of this week’s meals from the Facebook Culinary Team shows the kinds of supermarket food offerings that would resonate with Millennials.  Smoothies for breakfast.  An Asian Fusion lunch features Korean Beef Taco or Miso Yaki Chicken with Smoked Corn Relish – or for vegetarians, Edamame Panzanella Salad or Braised Lotus Root with Cashew Pesto.  For dinner, a choice of Pork Rillettes or, for vegetarians, Bean Cassoulet.  Here’s the tasty link  to explore.