Value-add Seafood: Providing More Time, Great Taste and Solutions to Customers On-the-go
If you own a grocery store or other retail food outlet, you probably witness it nearly every day between 5:30 p.m. and 6:30 p.m. He (or she) is standing in front of the freezer door, scanning the offerings with a slightly panicked look. You can almost see the bubble above his head that says, "It's dinner time. The kids need to eat, and there is NOTHING in the house. It should be something healthy, but how can I pull that off when I'm running so late?"
Just as he starts to pivot on his heel, resigned that it will be yet another McDonald's drive-thru night, you make your move: "Sir, are you looking for something fast to fix for dinner tonight? If so, may I suggest these tempura shrimp? They are of excellent quality, hand-battered with authentic tempura, and take only 15 minutes in a conventional oven to achieve perfection as an appetizer or a main course. They are high in protein, vitamin-rich, and your entire family will love the crispy, crunchy coating”. Hitting him with the final enticement seals the deal: "They just happen to be on sale this week."
"Wow. Thanks. That's a great idea," the customer responds, too relieved to wonder how you read his mind. When he opens the freezer to grab two of the tempura shrimp, he sees a seafood medley, a premium selection of popular seafood from around the world that he knows his wife will love. This might help get him off the hook for running late, and it must be his lucky day because they are also on sale for one day only. So, he grabs a duo of those as well.
"Thanks again," he says, turning to run to the checkout.
"My pleasure. Don't forget the ponzu sauce," you say, handing the man a bottle of your top seller.
A seafood retailer's dream. Yet it is a near-realistic scenario that can play out over and over—if you carry and promote value-added seafood.
What Adds Value & Why
Value-added seafood consists of specialty items with ingredients added to make an enjoyable meal, one with the prep work already done. These additions range from spices and sauces that enhance the taste to more elaborate seasoned coatings, such as those found on freshly milled breadcrumb calamari or tempura shrimp. The value-added category also includes combinations, such as seafood medleys, which save consumers from having to buy each type of seafood separately for a recipe that calls for a variety.
In 2016, the U.S. added-value seafood market was $48.66 billion, and it has continued to soar ever since for a host of reasons. Today's consumer wants it all—healthy options that offer excellent taste, variety, and convenience, which has become an even greater priority than cost.
The pandemic also has more people cooking at home and willing to experiment with new meals if they are not complicated or time-consuming. New would-be chefs are looking for something that can impress with minimum effort. Value-added seafood satisfies all these criteria, making it a shopper's—and seafood retailer's—delight.
If You've Got It, Flaunt It
Do not miss out on this growing trend. Below are a few ideas to add value to your value-added seafood offerings.
Lure them with sales. There are still some people who are timid about cooking seafood, believing it is difficult and time-consuming. Value-added is the perfect way to get them hooked because it shows them how easy, fast, and delicious these dishes can be. A limited sale or introductory promotion can be just the incentive needed to get them to cross the line from hesitant to an enthusiast.
Get ready, set, go! What can speak to the ease of value-added cooking better than whipping up a delicious, shrimp tempura or seafood medley in 15 minutes. Focus your promotional graphics and messaging on saving time as well as the dazzling results to further engage shoppers.
Provide interesting solutions. The example of the man looking for a quick last-minute dinner is realistic, and he is far from alone. In today's busy world, mothers, fathers, wives, husbands, girlfriends, boyfriends, and all other humans over the age of 12 have days where they want a meal to be fast, tasty, and easy—often several times a week. Place signage at your store entrance to make finding the perfect solution easy and interesting. Something like “Looking for something quick for dinner? The seafood medley in the freezer in Aisle # 8" should do the trick.
Make it a special day. Offer a discount on a specific day of the week on all—or your highest margin—value-added seafood products. Once it catches on, this can become a weekly draw for some shoppers, encouraging them to stock up for the week.
Say it loud and clear. In-store impromptu sale announcements can be beneficial and make shoppers happy they happened to be there at the right place at the right time. Announce to shoppers who may be looking for a quick, delicious dinner that your value-added seafood in Aisle #7 is available until 7:30 p.m. tonight for in-store shoppers only. Be sure to have someone who speaks clearly make the announcement using a good PA speaker so that shoppers can hear, understand, and act on it.
Value-added seafood. It’s what is for lunch and for dinner - fast, easy to prep, healthy and delicious for the whole family. And best of all, it’s a growing trend.