Kroger Co. - Homework
Corporate Brands Culinary Innovation
Innovation and Strategy Leader with 12 years’ experience developing products, services, brands & businesses that drive sustainable top-line growth.
Cross-industry clients include Nestle, Campbell’s, Clorox, Taco Bell, Outback Steakhouse, Noodles & Co., Youngs Fish, Samsung, Johnson& Johnson, Philips, Toys R Us, Citi Bank, 3M, Gillette, Prudential, AARP, Fifth Third Bank, Bosch, Puma and iRobot.
Question 1: What is your Definition of innovation?
The What
While there is no commonly referenced definition for innovation. The synthesis of the most common definitions is that innovation is the creation of something (often a product, service, experience, or process) that is 1. NEW, 2. BETTER and most importantly, 3. RELEVANT and 4. IMPLEMENTED.
Admittedly innovation is an overused and abused word.
The Why
WHY is more importantly than the WHAT of innovation. While definitions, structures and activities may differ, the OUTCOME most corporate innovators seek is top-line growth (or more broadly “value creation”). 97% of CEOs translate
Innovation = Top-line Growth
The harsh reality is that nearly 80% of innovation efforts fail to enter the market. And of those few that make it to market, 75% fail to meet revenue expectations. Innovators must by outcome obsessed, not focused merely on the activities of innovation.
Question 2: Trend - Why, What, & Who
Sui Generis: Of their own kind, unique.
Why, What & Who.
Now more than ever Gen Y is rejecting the generic. They value the one-offs and distinctive. Social cred comes from post-worthy moments.
Trend Adoption Curve Rating: This trend has moved from Early Adopters to Early Majority and will impact much of Kroger’s Portfolio.
> Context Specific: Places, services, and brands which create a sense of place by overtly anchoring themselves in relation to a wider context —their neighborhood, city, or community —are able to create a more engaging and unique experience. Implications for Kroger: The provenance of ingredients is no longer reserved for the coasts. This isn’t about traceability and purity - it is about consumers being connected to the makers, the land and the process of the food they enjoy.
> Stories Make Brands: While Gen Y has a soft spot for ‘old school’ legacy—stories that resonate with them don’t necessarily need to go far back. They do however demand narratives that are based on intent, honesty and integrity—which are Gen Y’s proxies for heritage, even if it was founded 5 minutes ago. Implications for Kroger: A narrative that resonates can not be faked and must be told in product, pack, marketing and social. The small brands that represent the major growth in CPG aren’t winning because they have the true and relevant stories consumers are seeking.
> Staying True & Relevant: Places, products and brands that stay relevant to Gen Y are constantly evolving and offering a sense of discovery. It’s not about chasing trends though, but about having a solid core that allows the brand to stretch with integrity. Implications for Kroger: Being true and relevant means being human. And to err is to err is human. Brands must behave like humans, who evolve and naturally create a sense of discovery. This isn’t chasing trends, it is born from the natural curiosity of the people behind the product and brand.
Question 3: Chopped Challenge - Instant Dry Pork Stuffing Mix
Process & Recipe
I approach this opportunity like I do with every project: With the needs and desires of my end user, customer or consumer in mind.
In this case, my vegetarian wife, vegetarian 5 year-old son and 10 month old daughter.
Based on their dietary needs, and his limited palate I’ll sub out the pork and steer towards the familiar in color, texture and flavor.