Page 48 - FMT Magazine, September 2020

Analytical Marketing

powders will be at a faster pace. Biryani and curries by Kilo to homes

Within a few years of the post Covid and offices not very far away, in
Lockdown period the Organised clean, safe, hygienic packaging.
packaged Spice powders is bound to EMPLOYEES WILL Cloud Kitchens which do not have
double in size. Hence Spice Brands MOSTLY TRY TO GET any major Chefs but depend and use
that Market themselves with easy THEIR OWN PACKED only the Ready to Cook or Instant
reach and availability will gain FOOD FROM HOME Mixes by not so Culinary skilled
momentum and among them the RATHER THAN persons will emerge.
true national brands will emerge.
HAVING FOOD FROM
IX. Shortening the Supply Chain
New Quality parameters will emerge OFFICE CANTEENS OR Network: During the Novel Covid
in the Packaged Spice / Masala OUTSIDE DUE TO THE Pandemic Lockdown the supply
powder market as consumers HYGIENE FACTOR. chain was disturbed even for the
become more conscious of the packaged food companies and
quality parameters of freshness with especially for the essential goods
the flavour content. Brands that will suppliers such as milk and Dairy

manage their Supply chain better products. Many of the FMCG and
and make the latest manufactured packaged Food Manufacturers had
products to its consumers will score multi-level / layer of Distribution
over others. wherein stocks were locked up at
different levels and was unable to
VIII. Future of Food Service / reach out to the retail and the end
HoReCa / Bakery: In the Post Covid consumers.
Lockdown future, one of the biggest
losers will be the Food Service / Removing unwanted layers of
business such as Restaurants, Food Distribution Channels such as Super
stands, vendors and Corporate Stockist, Wholesale Distributors and
entertainment is likely to recede. few of the App based E-Distribution
Even team celebrations, family platforms in FMCG and Packaged
outings etc. are likely to remain low Food and Beverage Products (such
key for the next few years till the food from offi ce canteens or outside as Ebutor and NumberMall) will
pall of gloom and fear lifts. Another due to the hygiene factor. Hence become redundant.
point for eating-out will be that the Institutional Caterers along with the
55 plus aged customers will drop Wedding Caterers and Party Caterers The Post Covid Pandemic Lockdown
very substantially which are, in fact, will have to look for alternatives as opens a Gigantic Opportunity for
the better, richer customers. The their business will drastically reduce creating the world’s biggest direct-
International QSRs such as Dominos, to a minimal and it will take a longer to-home channel for everything
McDonald’s, Pizza Hut, KFC, Burger time for their Catering business to from staples, packaged Food and
King etc and the Indian QSRs will get recover. Beverages, Clothes, and electronic
impacted for at least two years as gadgets. The investment of
lesser number of parents will want New format of Restaurants with Facebook into Jio has an opportunity
their younger kids and teenagers to only takeaways / Deliveries and to change the retail face of India
hang out / eat out. Cloud Kitchen formats will emerge. with Facebook’s social messaging
Street food will close for few years app WhatsApp having 400 million
Catering segment of the Food as the middle-class consumers users in India, and Reliance’s retail
Service will be the most affected would want to avoid anything that network of around 1,000 stores with
business during the post Covid looks suspect or seems unhygienic. the six million-odd Kirana / Mom &
Lockdown period as most of the Opportunity therefore, for many Pop Stores across the country, riding
Corporates will have Work from ‘Home Restaurants / Takeaway or as Jio’s telecom subscribers.
Home policy and Corporate offi ces only Delivery Restaurants / pop-
will have a staggered Office hours / up kitchens / Bakeries who will

working policy. Even Employees will make small quantities fresh in their * Author is Chief Brand Mentor and can be
mostly try to get their own packed kitchens and supply anything from reached at rajanmathews@gmail.com /
food from home rather than having dhokla to sandwiches / Burgers / prmathews@nextfoodbrands.com

Food Marketing & Technology 48 September 2020