Interview with Wow Bao’s President and CEO, Geoff Alexander

Geoff Alexander, President and CEO of Wow Bao, has a unique business concept that pushes boundaries.

In 2017, Wow Bao’s parent company, Lettuce Entertain You Restaurants, had an idea: They wanted to create a product that could help restaurants and catering businesses that were really struggling during COVID. Like catering companies that do one big order a week, then sit dormant; the ice cream shop that isn’t busy over the summer; and the hotel that has a whole room service staff, but isn’t producing to its full capacity. On my podcast, The Irresistible Factor, Geoff shares how all of these businesses could benefit by selling his new concept out of their existing kitchens. The concept, Wow Bao, is fast Asian-inspired street food, like bao, pan-seared potstickers, steamed dumplings, rice & noodle bowls and more.

In the height of the pandemic, this idea exploded, with ghost kitchens operating all over the country. Wow Bao had always been on the cutting edge — opening on college campuses and at stadiums, using technology in the early 2010s. Wow Bao was able to adapt quickly, especially with Geoff at the helm. 

On this episode, Geoff shares how the company expanded at lightning speed, advice for entrepreneurs, the challenges they navigated and so much more!

Listen to The Irresistible Factor’s Interview with Wow Bao’s President and CEO, Geoff Alexander.

Here’s what you won’t want to miss from our conversation: 

  • How COVID-19 affected Wow Bao’s brand and products
  • The role of a third-party platform and where consumers are shopping from
  • How to navigate business challenges 
  • Wow Bao’s experience of their “hockey stick” growth

 

Links mentioned in this episode: 

Geoff Alexander on LinkedIn

Geoff Alexander on Twitter

Wow Bao

Lettuce Entertain You

Dot foods

Will America ever catch up with the Slow Food Movement?

Being in Italy always makes me question the way we eat in the US. And this trip is no exception. I am traveling with my daughter and she saw “slow food” on a menu, and asked an interesting question: “does that mean it takes a long time to prepare, like a souffle?” That made me wonder why with all of our talk of Health and Wellness, the Slow Food movement isn’t more important in the U.S.?

The Slow Food Movement started in 1989, to protest a McDonald’s that was about to be built at the Spanish Steps in Rome. While it didn’t stop the spread of McDonald’s into Italy, Slow Food has continued to evolve into the antithesis of fast food in every way.

But today, the movement doesn’t just talk about what we are putting in our body, it also considers the fast food effect on the planet as a whole. Just this week, Slow Food Europe came out in support of the new European Citizens’ Initiative that called on the European Commission to propose legislation banning the use of all cages in animal farming.

Additionally, while Americans are just starting to scratch the surface with our discussion of  plastic straws, the European Commission is proposing bans and limits on a much bigger range of plastic products. Cutlery, plates, straws, drink stirrers and sticks for balloons will all have to be made from sustainable materials. Member states will have to collect 90% of single-use plastic drink bottles by 2025 and reduce the use of plastic food containers and drink cups by setting national reduction targets. Two possible tactics include making alternative products available at the point of sale, or ensuring that single-use plastic products cannot be provided free of charge. The European Union already recycles 30% of its plastic, while the United States only recycles 10% of ours. It makes you wonder why we’re so slow to adopt things that are so important to our planet and our bodies.

Is it because we value convenience over our own wellness?

The 50 million Americans that still eat at one of our country’s 200,000 fast food restaurants every day would indicate, ‘Yes.’ What will it take for Americans to be motivated to take bigger action like the Europeans? And how do we as brands get more people to eat sustainably in the United States? We know the demand for purpose-driven brands is at an all-time high with Millennials and Gen Z. To me, this movement seems like a compelling case for any brand that has anything to do with food. Or even just brands that care about the planet and humanity in general.

This year Slow Food Nations hosted a “festival of flavor, culture and exploration” in Denver and although there were many small food brands sponsoring, the only two major ones were Danone and Whole Foods.

This feels like a purpose worth pursuing. If you feel like your brand should be connected to this movement and need some help, I’d love to hear from you! Let’s talk.

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Old Lonely Hearts are the new Solo Diners and they are a huge opportunity!

There was a time not too long ago when there was a segment of consumers unfortunately labeled “lonely hearts”, portraying the single diner as a sort of sad, unfulfilled member of society. Happily, the taboo is lifting and we now refer to them as solo diners (of whom I am often one) and they are not sad at all. In fact, many people’s eating habits have totally transitioned from 3 square meals a day to a much more fragmented way of eating that often includes eating alone. These diners represent a huge opportunity for brands who truly understand them.

People are eating alone in restaurants, and at home, even if they don’t live by themselves. That is compelling and got me thinking, why would you eat alone if you lived in a house full of people? And when I do eat alone what kind of things am I buying versus when I am eating with a group of people?

Sometimes people eat alone for “me time”. I often do this at work. I sit at my desk eating while catching up on emails. Others are eating alone as a necessity, 44 percent of people that eat alone say it is because of household challenges, like family members with very different schedules.

And all of this change has led us to expect to eat what we want, when we’re alone, and sometimes when we’re not.

Fast casual restaurants have been the quickest to take advantage of these consumer desires. Brands like sweetgreen, Chopt, and Cava allow a customer to totally customize their individual meal. At each of these restaurants, you have the option to start from scratch and build exactly what you want and get it all in an individualized portion. Consumers can have a fun healthy meal, made for one, exactly how they want it.

And as they tend to, the restaurant trends are moving into homes, providing consumers the opportunity to please individuals instead of groups. One brand that is already doing this well is Trader Joe’s. Their salad kits are made for one person and allow each diner to build their own salad with just the right amount of food for one person. That means not only do I get exactly what I want when I’m alone but when I’m with my daughter, I can get a spinach salad and she can get a Thai Salad and we can sit next to each other and eat them.

This super individual behavior that is gaining demand faster than brands can create supply is an incredible opportunity for innovation, new formats of existing products, and new ways of communicating and engaging. The former “lonely hearts” are waiting. If you need some help reaching them, let’s talk.

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Healthy Food Marketing: Breakfast = An Irresistible Marketing Opportunity

I have to admit that for me, most days, coffee is breakfast. But I’m in the minority. 93% of Americans think that breakfast is the most important meal of the day. In fact, breakfast consumption is going up each year. But only 44% actually eat it. That represents about 40 million opportunities to get your brand on the table.

What do we need to know?

Breakfast is on the Rise

Culturally, as more families begin to see breakfast as quality time, incredible opportunities are being created for brands to make a connection early and often. That also means “involved breakfast” is becoming a big thing. So all the old favorites like eggs and pancakes and waffles are back on trend and so are so many non-traditional breakfasts like quinoa and avocado and overnight oats. The opportunities are endless.

But keep in mind, fresh and high quality is in, and processed is out. Brands in struggling categories like orange juice and sugary cereals will have no choice but to innovate to stay relevant.

So who loves Breakfast?

Just about everyone! But what’s even more interesting than who loves to eat it is who’s cooking it. Our own extensive research around breakfast shows that newbie cooks, especially men and kids, LOVE cooking breakfast. Think about it. It’s fun, low risk, and lends itself to real freedom in the kitchen. This makes breakfast the perfect meal for exploration in the kitchen. Think taco-scrambled eggs and pumpkin pancakes. So not only is breakfast leading brands to innovation, but also a great opportunity to test new target audiences.

What’s in your Breakfast is changing

As the wellness conversation continues to explode and mindful eating becomes a way of life, consumers expect more from all of their food, especially breakfast (even grab and go). They  expect specific benefits; ie food that is going to lower cholesterol, and reduce inflammation. Probiotics to improve gut health is the perfect example of a different way to market yogurt and other innovations like supplements and Kombuchas.

And although convenience will never disappear, “Heat-and-eat” is giving way to more fulfilling, protein-packed breakfasts for energy, weight management and more.

Breakfast on The Go

There are still people (me included) who will never sit down on a weekday and have breakfast. So the demand for portable and healthier breakfast options continue to inspire innovation. Products like Organic Valley’s breakfast in the bottle, also known as organic fuel, packs 26 grams of protein is organic, gluten and lactose-free. So on trend and so worth taking a look at.

Looking for creative ways to innovate and communicate around your brand?

Let’s talk. I can help get you on the breakfast bandwagon.  

Healthy Food Marketing: The Pumpkin Spice Phenomenon

pumpkin-spice-latte

The craze for the pumpkin spice latte (PSL) is hands down the most sought after limited time offering.

 

Since its inception at Starbucks, 13 years ago, there have been over 200 million pumpkin spice lattes sold. I have to admit, I don’t like the flavor of pumpkin in coffee! There I said it. But that doesn’t mean I don’t appreciate its incredible popularity and its massive role in food marketing. So I decide to explore.

Is it the flavor? Is it nostalgia about the return of fall?

Is it something to be excited about as we try to pull ourselves out of the end of summer/ back to school funk?

 

What is it about this combination of cinnamon, clove, nutmeg, ginger and occasionally real pumpkin; and what can marketers learn from it?

 

Once it was established that Starbucks was onto something (again), many other well-known brands jumped on the bandwagon. Dunkin Donuts, McDonalds, Kellogg’s and Trader Joe’s – just to name a few – offer their own versions of seasonal pumpkin spice products. However, none have been able to surpass the popularity surrounding the official Starbucks PSL.

 

So what makes the Pumpkin Spice Latte so irresistible?

 

  1. Limited Availability

    Customers know that the flavor is only available very short period of time, creating a sense of urgency around getting it. 72% of people only buy one latte per season; according to the market research firm NPD Group. But that 72% really adds up.

 

  1. Building Hype and Creating Demand

    Great marketers know teasing us early creates demand. By starting the conversation before the season starts anticipation builds and word of mouth starts to travel. For this years PSL launch, Starbucks sent an email to all of its rewards card members on September 1st with a link to get an early access pass. Although the “official” start of PSL season at Starbucks was on September 6th, if you were in the know, your barista would make it for you a week early. The idea of being an insider, created even more excitement around this limited edition beverage.

 

  1. Social Media Campaigns

    Starbucks and other successful brands know they have to capitalize on Social to really make an impact during this very short Season of Pumpkin.

    Starbucks has dedicated and active social channels (Instagram, Twitter, Facebook, Tumblr) for the PSL – @TheRealPSL. They know that getting consumers engaged early and often are the keys to the success of the PSL.

 

How do we know it’s working? Look around.

 

If imitation is the sincerest form of flattery, Starbucks must be really, really flattered.

 

So although I’m not a fan of The Pumpkin Spice Latte (I said it again) even I can truly appreciate its incredible high irresistibility factor™.

What Can Food Marketers Learn From The Pumpkin Spice Latte Phenonemon? Click through to find out!

Are Casual Dining restaurants missing something when it comes to marketing to Health Conscious Millennials?

fast-casual-dining-millennials

With today’s uber-focus on food transparency and higher quality ingredients, Millennials are gravitating toward unlikely destinations – Fast Food and Quick Service Restaurants like Chipotle and Baja Fresh.

 

One of the reasons may be simply seeing what they are getting with their own eyes. Having food prepared in front of them, where the fresh looking ingredients are right there to examine could be the reason why 71% of millennials prefer quick service restaurants to casual dining. One thing that has become abundantly clear is that we want to know (or at least see) exactly what is in our food.

The mystery of what happens behind the closed doors of the restaurant kitchen is not in with this crowd.

 

And there’s more. We can’t discount the illusion of customization as they go down an assembly line to pick only the ingredients they want. Its’ a fun part of the experience! And I personally love the fact that if I go to places like Sweet Green or Beefsteak, I don’t need to pick little tiny onions out of my salad one by one.

 

That doesn’t mean that there’s no hope for Casual dining chains.

 

They just need to really pay attention to what Millennials (and therefore most other consumer groups) are asking for and make the experience more relevant and modern.

 

Here are some thoughts for casual dining chains wanting to win over Millennials. (and their kids)

 

  1. Be transparent

    Give us a peek into what’s going on behind the scenes. Can we see into your kitchen? Is there a way to showcase some of your fresh ingredients? What about a modern take on the salad bar? Maybe eliminate the cottage cheese and canned veggies and add some ingredients from local farms. Healthy doesn’t mean what it used to this generation, they want food to be ‘fresh’ and less processed.

 

  1. Make your menu relevant and more customizable

    Give consumers some control over their orders by giving them some options. We know they love to customize, so why not let them pick from a variety of fresh ingredients on your menu. And maybe add some language to the descriptions about where the food comes from and what’s actually in it.

 

  1. Have A Loyalty Program

    Millennials (and everyone else) love to be rewarded for being loyal to a brand. 96% of millennials are using a restaurant’s loyalty program. Starbucks gets it. They’ve got their loyal consumers pre-buying coffees by loading money onto their Starbucks app. When you really think about it, it’s pretty genius. Restaurants can do the same. Incentivize Millennial families to become brand advocates by comping them a free meal, or doing something for their kids that’s consistent with their beliefs. That may go a lot further than offering them coupons.

 

Millennials really just want what we all want – evidence from brands that they’re being understood and heard. It’s a relatively small shift for brands, but the rewards can be huge.

 

Fast Casual Dining or Casual Dining. What millennials prefer. How can Casual Dining restaurants win over Health Conscious Millennials through healthy food marketing? Read more to find out!

Fast Food and Its Slow Effects: What Every Health Marketer Should Know

Slow Food

Before scientific evidence explicitly told us how bad fast food is for us, we relied on signs from our bodies (stomach aches, sluggishness, weight gain, etc.) to confirm what we already knew: this food isn’t healthy.

 

Italians, who have always eaten cleaner foods, already knew this and took action to keep fast food chains far away. In 1989, Carlo Petrini spearheaded a movement to protest a McDonald’s intended to be built at the Spanish Steps in Rome. That mission, called Slow Food has since evolved globally.

 

The Slow Food movement emphasizes the importance of good food in culture and to keep mealtimes sacred.

 

The idea that local gastronomic traditions are central to the history of a region and that fast food does more harm than just to your health, is gradually making its way to the US.

 

Continue reading “Fast Food and Its Slow Effects: What Every Health Marketer Should Know”

Marketing Pizza in Todays Health Food Market?

Marketing Pizza in Todays Health Food Market? How pizzerias can whip up some irresistible healthy food advertising

Pizza is one of those foods that is irresistible to just about everyone, even the most health-conscious Americans.

So there’s a good chance that even as fast food chains continue to suffer, pizzerias will survive.

 

No matter what the statistics on diets, gym routine or healthy lifestyle are, each day, more than 40 million Americans indulge in pizza.

The trick for pizzerias that want to survive the scrutiny of today’s consumers is to make their pizzas like the Italians do-with high quality ingredients-and then use some healthy food advertising to tell people about it.

 

Ruben Bravo, of the European Medical Institute of Obesity, was quoted in a piece by BBC, saying that, while homemade pizza could be eaten once a week without dietary concern, these frozen, processed pizzas should be consumed at most once a month.

 

Continue reading “Marketing Pizza in Todays Health Food Market?”

Healthy Food Marketing: Why Solo Diners Are Changing The Game

What health food marketers can do to attract the growing population of solo diners

Human existence hinges on companionship, which is why the latest trend in eating – dining alone – might come as a surprise.

 

 

Forty six percent of all eating occasions are now enjoyed solo. Part of the reason is that single households are on the rise and households with kids are on the decline. Mealtime is shifting from a traditional, social event to a highly customized individual event. And that is creating incredible opportunities for health food marketers.

 

 

“Solo dining is about treating yourself to a delicious experience and savoring every bit,” a study done by Open Table reports. The same study cites a 62% increase in reservations for one over the past two years.

 

 

More evidence that consumer focus is shifting from crowd pleasing to strictly self-satisfying, creating a demand for total customization. Eating with others often means compromising diet regimes or foregoing preferences altogether. But solo dining lets consumers have what they like, where they like, how they like- and they love it.

 

Continue reading “Healthy Food Marketing: Why Solo Diners Are Changing The Game”

A Shift in Airport Eats: How Dining-in-Transit is Making Way for Healthy Foods

A Shift in Airport Eats: How Dining-in-Transit is Making Way for Healthy Foods

Healthy food used to be a choice at home, but not so much on the road.

 

But things are finally changing for travelers (and health food marketers). Snack brand options at airports, rest stops and train stations have started to shift to meet the demands of health-minded consumers to offer light meals to fill you up without weighing you down along your journey.

 

As a frequent flyer myself with a strict diet, on longer trips I have tried to stay near, or at least know that I will have access to a Whole Foods, or a really good juice/health food place so I don’t have to eat poorly for my entire trip or feel terrible when I get home.

Now that these kinds of foods are starting to pop up in airports, I’m worrying less. I don’t feel like I won’t be able to find something. I’m excited for the day when I can find high quality, fresh veggies so I can stop loading my backpack with celery, cucumbers and hummus (which I lose half the time in security!).

Continue reading “A Shift in Airport Eats: How Dining-in-Transit is Making Way for Healthy Foods”

Marketing Healthy Food: Changing Brand Perceptions the Right Way

Health conscious consumers aren’t going anywhere, and there are more of them every day. So even brands that have historically been considered unhealthy are looking for ways to reach this fast-growing population in their marketing. Some of these brands have attempted transparency (like others marketing healthy food), knowing it’s something that health-conscious consumers value.

Continue reading “Marketing Healthy Food: Changing Brand Perceptions the Right Way”

Healthy Food Marketing Trends: There’s a more exciting way to find out what’s next

Marketers can spend a fortune on research when they are trying to uncover what health minded consumers will want next, or perhaps just take a quick trip to a city that’s always a few steps ahead.

 

For example: Portland, Oregon. Simply taking a walk in this trend zone might make research more robust and more exciting than merely looking at the latest statistics.  Healthy food marketing research just became more fun.

 

Coffee

Portland takes their coffee really seriously (so not the place for those in a hurry!), and they know that high quality coffee is what consumers want. Portland’s finest coffee shops are all about giving you the very best…whether that’s locally sourced beans from places like Stumptown Coffee or globally sourced beans from places like Coava Coffee, who boasts of “travel[ing] the world in pursuit of coffees with the highest quality, complexity and balance.” What every coffeehouse in Portland has in common is a real passion for coffee, from the tradition to the incredibly precise process that gives each place character and authenticity. This level of devotion and commitment to the love of coffee is definitely making its way around the country.  Healthy food marketing better pay attention.

 

Half and half vs. Low fat milk alternatives

Another fascinating trend that’s actually happening in these coffee shops is half and half as the only dairy milk option. It’s definitely more delicious and adds to the richness of coffee. And perhaps the recent findings contradicting the benefits of skim and low-fat milk are showing up here. When it comes to weight gain, (the reason skim was even an option) some researchers argue that nonfat milk actually puts you at a higher risk of obesity. Plus fat in some things like half and half provides more nutrients (as long as it’s consumed in small qualities). Interesting information for brands that advertise nonfat dairy.

 

Juice Bars

Juice bars are starting to pop up everywhere, but they’ve been part of the Portland landscape for quite some time. Here, they aren’t just making your standard green or fruit juices. You’ll find all kinds of interesting concoctions with ingredients like jalapenos and blue algae. They know that consumers are demanding more health and energy in their food and juice so they are already beyond juice for purposes of weight loss only. So, thinking about the benefits that go beyond calorie counting and weight loss like energy, vitamins and minerals will definitely help connect with health-conscious consumers.

 

Ice Cream

Even ice cream is going fresh, organic and high quality in Portland, especially at places like Salt & Straw. When healthy people are going to indulge, we know they will only do it with the very highest quality stuff. So if you’re an ice cream or indulgence brand wanting to market to a broader outreach of healthy food consumers, think local, think homemade, think different, think fresh.

 

Consumers are expecting more and more of their food everyday, and Portland is one already all over this growing trend. And there are lots of other trend-setting cities that are just waiting to give marketers clues. Austin, San Francisco, Williamsburg, Seattle and Denver are just a few examples of places that are setting the stage for what’s to come. So, you could study what’s happening on a bar graph or you could act like a millennial and go immerse yourself. The next thing could be right around the corner.  Keep up with healthy food marketing trends right here.

Discovering the newest trends in healthy food marketing might be as easy as taking a walk in a trendy city

Healthy Food Marketing – Its not just for Millennials

Healthy Food Marketing-Its not just for Millennials

The shifts in consumer purchasing patterns in the food and beverage industry are more widespread than anyone thought, so no matter what food you are marketing these trends are virtually impossible to ignore. They are consistent across age ranges, regions of the country, and income levels. Its not just millennials that are demanding transparency and healthier food, its just about everyone. That’s something for healthy food marketing to keep in mind.

A new study by Deloitte Consulting for the Food Marketing Institute and the Grocery Manufacturers Association compared preferences for buying certain food products. They talked with consumers after the consumer finished a shopping trip and reviewed the products in their baskets. They chose one product and questioned the consumer about what drove them to make that specific purchase. Preferences were divided into two categories traditional and evolving. Traditional preferences were things like taste and convenience, and evolving preferences were about health and wellness, safety and social responsibility.

Surprisingly, evolving preferences won out more than half the time, even when results were broken out by age, regions and income levels. It seems as if everyone wants healthier, more transparent food, not just millennials or the people that can afford it.

NPD Group has been tracking how consumers eat in and away from home for more than three decades. They identified a few groups, Hispanics, Millennials, and Aging Boomers that are directing the trends of the food industry. They all want healthy food, but have different reasons for it. Hispanics like fresh food and food from scratch, and millennials also like fresh and less processed food. Aging boomers want healthful foods, such as food that is high in whole grains, protein, and calcium or low in saturated fat, cholesterol and sodium because of developing health aliments.  Healthy food marketing needs to segment.

Between 2003-2013 consumption of fresh foods grew by 20%. That’s a huge shift in 10 years. Addressing these shifts will absolutely require changes in how the industry communicates with consumers. Regardless of the food product or which group you are targeting, people want transparency when it comes to the food they are feeding their families. The benefits to a brand that communicates honestly can be awesome—like consumer loyalty and advocacy, but the risks hiding things from consumers can destroy a brand.

If companies don’t’ provide information about what’s in their food consumers will assume the worst. Companies must be proactive and find ways to talk with consumers honestly if they want to forge strong relationships. It is unlikely that consumers are going to read scientific reports, so it’s up to marketer to take the information and present it in a compelling way to all of their consumers.

The findings from this study are just the tip of the iceberg and healthy food marketing has much to learn. As time goes on we will see more and more people wanting not only healthy food, but reassurances from a brand that their food is what they say it is.

Healthy Food Marketers Should Walk the Walk if They Talk the Talk

healthy food marketers - help customer

As more and more food brands become increasingly transparent about the sourcing and the nature of ingredients in their products, it becomes even more important that healthy food marketers take time to consider all of what they’re marketing if they wish to truly reach a wider—and more skeptical—audience than ever before.

What does this mean for the healthy food brands out there? Don’t assume your consumer will trust you because you tell them you’re providing so called “healthier” options. It seems that every brand under the sun is clearing its name of things like unnatural ingredients, GMOs, gluten, etc. And that’s great, because a healthier population is a happier population. But that’s not the point here. The point is that you take caution not to get what you ideally should be offering your consumer confused with what you’re actually offering. In short, walk the walk if you talk the talk.

An example: if you’re Panera, and you’ve recently vowed to remove a bunch of “harmful stuff” from your menu by 2016, you might want to be careful because critics are catching onto you. They’re calling you out for publicizing your menu cleanups for the wrong reason; namely that, as The Center for Science in the Public Interest Executive Director Michael F. Jacobson says, you’re “concerned more about public relations than public health.” And where’s the integrity in that?  Healthy food marketers need to watch out.

Of course, there are people who just plain don’t care what’s in their food. But there are also people aware that the trend now among brands like Panera is to claim dominance as Health Food King and tout it about like an illegitimate badge of honor. So you may ask, how truly healthy is this food? Are all the things you’re promising to remove really that bad for me?

You might, say, as Jacobson does, that:

Panera should have made clear that these improvements won’t happen at the soda fountain. Presumably the high-fructose corn syrup or the poorly tested sweetener acesulfame potassium will remain in the Pepsi and Diet Pepsi it sells; the same goes for the Yellow 5, the calcium disodium EDTA, and the brominated vegetable oil in its Mountain Dew.

And, of course, if what you’re having at Panera is a 1,000-calorie Panini with a day’s worth of sodium, or a 460-calorie soda, food additives should be the least of your concern.

So the lesson is this: just because you say you’re cleaning up your act doesn’t really mean that your act will be cleaned up. Sure, transparency and flaunting tags like “non-GMO” and “no artificial ingredients” is great, but only if you’re applying it across the board. Until then, healthy food marketers, get ready for some backlash from consumers who are catching on to you—and they’re getting smarter all the time—because there absolutely will be.