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Examining intrapreneurship: Meal deals as traffic builders in food retail

Author

Listed:
  • Zwanka, Russell J.

    (Teacher of Food Marketing, Western Michigan University, USA)

Abstract

The paper addresses the relationship between meal bundling and driving customer traffic in foodservice and food retail overall, derived from a focused application of ‘entrepreneurship from within the organisation’ (or intrapreneurship). The study expands the domain of foodservice strategies by including a broader sales growth role than is normally found in the branding literature. The paper opts for an experimental study using current offerings in foodservice for a major regional food retailer, and bundling them as an offer called a ‘Meal Deal’. The Meal Deal was then offered in every store on one particular day of the week, with an advertising component of in-ad communication, in-store communication and social media engagement. The paper provides empirical insights to the hypothesis: if we aim to grow customer acquisition and sales, an entrepreneurial innovation process with a current trend (meal solutions) can be used as a traffic builder for the foodservice department. The results were highly encouraging versus baseline measures.

Suggested Citation

  • Zwanka, Russell J., 2016. "Examining intrapreneurship: Meal deals as traffic builders in food retail," Applied Marketing Analytics: The Peer-Reviewed Journal, Henry Stewart Publications, vol. 2(4), pages 353-366, November.
    • Handle: RePEc:aza:ama000:y:2016:v:2:i:4:p:353-366
    as

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    More about this item

    Keywords

    food retail marketing; entrepreneurship; foodservice marketing; meal bundling; intrapreneurship; food industry;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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