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Sharing Is Empowering
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One operator worried that her fountain was drying up for lack of ingenuity.
A supplier asked about retailer concerns of “me-too” products and whether his company was falling into that trap.
A coffee category manager questioned whether his company was falling further behind nearby QSRs in terms of flavors and equipment design.
What these three shared, among more than 35 people who spoke during our increasingly popular Thinking & Drinking open session at this year’s Dispensed Beverage Forum, was one word: vulnerability.
You could equally choose another word: honesty.
Consider this convenience therapy with a virtual guarantee of growth—personally and operationally.
At our Dispensed Beverages Forum—and across all our category forums—we have seen a striking transformation over the past few years.
Folks are sharing and stripping away the veneers. They’re talking about their category struggles, challenges, areas of excitement and where they need help.
It wasn’t long ago that more than two-thirds of retailers had a neutral or negative view toward their vendor partners. And frankly, many vendors were not particularly impressed with their retailer clients.
“They used to just want to squeeze me so they could get a few cents more margin,” one supplier confided.
Today, in our retailer surveys, between 80% and 95% report a positive view of their supplier partners. And the vast majority of manufacturers speak favorably of operators.
Why the change?
“Our suppliers used to push for more facings, more SKUs. It was about what they wanted,” one dispensed category manager shared. “Now, we’re sharing and trusting each other. I’m telling them what we’re working on, what we’re looking at … and they’re coming in with fresh ideas to help us sell more.”
“Put it this way: If I’m doing better, my vendors will all be doing better. I think we’re finally on the same page.”
If you’re interested in attending any of our upcoming Forums to be a part of these important conversations, please click here.
—Mitch Morrison |
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