Retail

There was a time a generation or so ago when grocery shoppers knew precisely what they were going to buy and how much they were going to spend before they even set foot inside the store. For those of us tagging along with such a disciplined shopper, it represented very few opportunities indeed for something outside the list, such as a candy bar or favourite cereal. If there were savings achieved through coupons, maybe a treat was possible, but usually we walked away from the store no richer in terms of treats.

Those days have changed, of course; research indicates that 60% of grocery purchases are impulse, even for those shoppers with a shopping list - something one sees less and less in grocery aisles. Grocery shoppers arrive at stores with more money, more demands and less time, than ever before.

Nowadays, shoppers need meal solutions - and tips on how to solve the nutritional and scheduling challenges they face daily. They want to see how something is prepared and taste how it will taste when they serve it to their families.

Guerilla Gourmet offers two services at the retail level:

a Best of series of exterior cooking demonstrations and sampling events, that combine cooking demonstration, information, fun and sampling, and
an interior program of Dynamic Demos at Longo's, where we combine a cooking class with sampling.

Both programs are unique in that they offer the shopper tips, information and context:

Tips:

Should this meat be sautéed or braised, what temperature should a burger be cooked to, what spices work best with this meal, how to avoid food borne illnesses and so on

Information:

What types of cooking oils are appropriate for those watching cholesterol, why we should consume more fish in our diets, what's a smart carb, and so on.

Context:

How certain foods, spices, broths, carbs and vegetables go together, so there's no uncertainty for the shopper.

All of our retail services are designed not only to get our clients' products into people's mouths, but to make the trial as relevant and memorable as possible: handing a shopper a toothpick with product on it as they hurriedly walk by, without context or messaging, is unlikely to create a buyer - long or short term. Showing them how to make a delicious, nutritious meal in less than 10 minutes and handing them a recipe card with a meal planning chart and perhaps a coupon, lets the shopper walk away with a taste and a track to run on with the new products.