Back in the day when I was editor of Produce Concepts magazine (it went to chefs, encouraging them to use more fruits and vegetables on the menu), I remember trying to make a mountain out of a molehill. I wanted to run an article on restaurants using branded produce on the menu. Like Chiquita banana sundaes. The problem I ran into was, no one was doing it. It was not cool to name another brand on the menu. Case closed.
A lot of things weren’t cool back in that day. Like fruits and vegetables on the menu. But it’s a new day, and I see that co-branding has recently been discovered—although not necessarily with produce.
Oreos may be the first grocery brand to put up a swinging door between grocery and restaurant. Think Oreo cookie shakes at several restaurants.
Then last year, we saw Taco Bell lose its marketing marbles and partner with Doritos for its Doritos Locos Tacos. The world held its breath and watched. We all know how that’s going for them (massively well, thank you). So now, what do you think about Carl’s Jr.’s Strawberry Pop-Tart Ice Cream Sandwich? What? Pop Tarts? (It has less than half the calories of its Oreo shake.)
I think any grocery brand should love to branch out into foodservice. Can we have Mrs. Butterworth’s syrup glaze on something anyone?
If we go behind ConAgra walls, will we find negotiations involving such brands as Orville Redenbacher or Swiss Miss? At Kraft, are they about to bring Kool-Aid-flavored something or Velveeta-covered something else to the restaurant menu?
Already, plenty of restaurants bring their brands to the grocery aisles. Are we on the verge of vice versa? That’s something to watch.
Tell me what you think.
