Good Foods Grocery
Industry
Food and Beverage
The Ask
Conduct research to determine the best positioning for a local health foods store that will generate new customers to support the cause of its parent company.
Contributors
Josh LaJoie, Jared Montgomery, Aggie Prakash
Role
Brand Strategy, Research
Background
Commonwealth Autism recently purchased Good Foods Grocery. Both entities are local and operate on strong community-focused values. But, with this recent acquisition Commonwealth Autism was unsure how to position its new grocery store for growth underneath the Commonwealth Autism name and cause—supporting those with Autism in Virginia.
Approach
We went through a process of understanding (1) what matters most to people in choosing a grocery store and (2) why people specifically choose to shop at Good Foods Grocery.
350+ survey respondents of grocery shoppers
25 interviews of Good Foods Grocery shoppers, Good Foods Grocery workers, competitor workers, and general grocery shoppers
Following data collection, messages were developed and shared for testing to determine sentiment.
100+ survey respondents of grocery shoppers
Insight
Most people don’t want to think hard about their food, they just want it to be good.
Brand Advantage
Good Foods Grocery is best known for stocking all natural, organic and local foods.
Key Message
Simply Good Food
For the general grocery shopper, price and convenience are most important when deciding where to shop.
For the Good Foods Grocery shopper, locality is essential but the quality of the food is the greatest differentiator from the general shopper.
Based on survey respondents and interviews, we were able to group grocery shoppers into four types.
The “Good Conscience” and “Dietician” types were identified as key targets for growth due to their alignment with the store’s strengths as a natural foods grocery store and that supports a cause, like Commonwealth Autism.
Upon review of the data, we recommended that Good Foods Grocery develop a single clear message focused on locality and its natural foods.
Paired with a clear message, we recommended Good Foods Grocery separate its key function from that of Commonwealth Autism—allowing the store to succeed as a grocery store first, and with its success it can support Commonwealth Autism second.
By combining grocery shopper interests with Good Foods Grocery’s differentiators, 10 message prototypes were developed and tested.
After sentiments were reviewed, 53% of respondents resonated with “Simply Good Food” as the top message for the health foods grocery store.
The preference was for a straight forward message that spoke to the natural food offerings, but that also refrained from complicating the grocery shopping experience.
