WINNING RETAIL
A step-by-step guide to success
HELLO!
WELCOME TO THE EXCITING WORLD OF RETAIL!
As you know, Retail gives you two incredible opportunities: to grow your location’s revenue, and to absolutely thrill your guests.
Both of these goals can be achieved by taking a guest-centric approach to your operations.
This guide reveals the tools and resources to unlock your Retail Success. Click on the category number to go directly to a section.
The Guest Journey
Retail Ranger
STEPS TO RETAIL SUCCESS
3 Checks to Drive Retail Sales
Do I have the right products that my guests want? Did in the vendor)
Did I put those products in the right place using the Sodexo (not the vendor) planograms?
Are those products offered at the right price?
GUEST JOURNEY 1
WHY IS THE GUEST JOURNEY IMPORTANT?
Sodexo’s retail guest journey supports our aim to get our guests into the “Loyalty Loop,” where their visit frequency increases and affinity to a Service builds. It prevents them from revisiting the REACH stage where they may find alternatives.
HOW DO I CREATE THE GUEST JOURNEY?
Activate and display the marketing materials for your brands, services and programs, including those shipped to you in promotions kits, digital assets and print-on-demand materials.
HOW CAN I BE SURE
I’VE SET
THE GUEST JOURNEY CORRECTLY?
It’s vital that you place your coolers and merchandisers AFTER the serving areas in your café. Data proves that people are more likely to purchase cold beverages and snacks in this arrangement, and they usually choose to forego that purchase if they have to backtrack to get them. Have everyone on your team walk the café with a guest view. Are the promoted dishes displayed in an appealing manner? Are marketing materials (printed and digital) in place? What you see is what your guests see!
Guest Journey Overview
WHAT IS REPEAT AND WHY IS IT IMPORTANT?
REPEAT is Sodexo’s retail guest journey and supports our aim to get our guests into the “Loyalty Loop,” where their visit frequency increases and affinity to a Service builds.
Learn more about REPEAT
Walk your café with a guest view - what you see is what your guests see!
Successful Activation
WHAT ARE THE TOUCHPOINTS IN THE GUEST JOURNEY?
We engage our guests using both physical and digital methods. Many of these touchpoints, such as Everyday and the brands’ websites and social media, are managed centrally. We’ve called out those components that you will need to activate in your café.
METHODS HOW TO ACTIVATE
• Menus in Everyday
• LCD screens outside of your café
• LTOs on your dining social media pages
• Share posts from Mindful and your other Sodexo brands on your social media pages
• LTOs on your dining website
• Menus and featured products in Everyday
• LCD screens inside your café
• Printed kit materials in your café
• LTO or INFOR barcodes added by name to POS system
• Online and kiosk ordering systems
• Countertop digital displays
• Printed materials in your café
• IDB tags or product labels
• Sampling for guests
• Cashier and self-checkout areas
• LCD screens inside your café
• Printed kit materials in your café
• Promotional napkin inserts downloaded from Retail Ranger
• Load promotional messages on digital screens in seating areas
• Consider deploying Everyday’s loyalty program
• Share posts from Mindful and your other Sodexo brands on your social media pages
• Refer guests to the websites for Mindful and your other Sodexo brands
• Everyday rewards and vendor contests
RETAIL RANGER 2
Retail Ranger Overview
WHAT’S RETAIL RANGER?
Retail Ranger is your go-to space for everything you need to know about successfully activating and growing your retail operations.
HOW DO I FIND IT?
You can access Retail Ranger here and log in with your Sodexo credentials. You’ll see the main dashboard, which will guide you to resources for all of your retail programs.
When using this guide, if you log onto Retail Ranger first, clicking on the links will take you directly to that content.
PLEASE NOTE:
Modern Recipe and Kitchen Works locations will find menu and product assortment information on the brand eManuals.
Retail Ranger is incredibly user-friendly. I can find what I need in a matter of minutes. Ordering Printables through RR is also quick and easy. The site is carefully thought out, so each item has its own tab. This is one website I have been able to learn and navigate without training.
Kimberly Farabaugh Seniors
COLD BEVERAGES 3
COLD BEVERAGES OVERVIEW
Grounded in guest insight and data, the Sodexo category development process for packaged goods optimizes ranging and space to maximize sales, profits and guest satisfaction.
19% 63%
Consumer Packaged Goods, also known as CPG, makes up of total retail sales. Within CPG, Cold Beverages is the largest category with of total dollar share!
Cold Beverage Planograms
WHY SHOULD I FOLLOW A PLANOGRAM?
Cold beverage planograms are designed to give your guest variety and balance for all dayparts. Each selected product is a strong seller in our cafés and outside of Sodexo. Planograms ensure the most popular and profitable products are ideally placed in your coolers and are key to increasing revenue. It’s vital that you follow your Segment’s specific planogram, rather than allowing the vendor to place products in your cooler according to their preferences.
WHAT DO I NEED TO DO?
You can review your café’s planograms in one of two ways: Scan the QR code in your cooler for quick access.
or –
Go to the planogram section of Retail Ranger. Follow the decision tree to view the Cold Beverage planograms for your Segment, value tier, partner agreement, and cooler setup.
PLEASE NOTE:
Modern Recipe and Kitchen Works locations will find menu and product assortment information on the brand eManuals.
The cold beverage initiative began in September of 2023. By the end of the fiscal year, Cold Beverage sales grew by in dollars—$22M over the previous year. Likewise, units grew at a rate of 29.7%
21.3%
MAIN VAULTS
Always be placed after the food in your café
Make sure to follow your planograms
Price using shelf strips in the cooler, with clearly marked price points
Make sure to check promotions on Retail Ranger for your cold beverage innovation and place it in the slots in the upper right corner (brown bottles on your planogram); add your cooler clings for the items; make sure to add them to your register and Everyday
SECONDARY COOLERS
Secondary coolers are a great way to add additional facings of high-moving sub-categories – like energy Before agreeing to add the cooler make sure that it will not interrupt any lines at popular stations and is not set to be placed before your food stations
Coolers are available from all beverage manufacturers
IMPULSE COOLERS
Impulse merchandisers put cold beverages in convenient places for guests and can also highlight promotional offers Place the merchandisers at the register or at the end of
Display pricing on or adjacent to the merchandiser
Your Coke or Pepsi Bottler can provide you with coolers
Many guests prefer room temperature water or want to take a
Ambient racks also encourage impulse purchases
Place the ambient rack after the food, and just before the cashier
Display pricing on your ambient beverage rack
Smartwater and Dasani racks are offered at various times throughout the year on our Viva Engage page
LIFEWTR racks are available at Meyers
SNACKING 4
CORE SNACKS
WHY HAVE CORE SNACKS BEEN IDENTIFIED?
Snacks are a continually growing category and a tremendous opportunity to grow sales. Therefore, we must offer the right products at competitive prices. We compared the best-selling items from Nielsen data to Sodexo’s top performers, resulting in a robust list of products. Standout products within each subcategory have been identified, and with our supply partners, the potential for growth has been evaluated. Finally, we infused wellness, to align with evolving consumer demand for healthier indulgence and to position our offerings at the forefront of the snack market.
WHERE DO I BUY THE PRODUCTS?
Snacks can be sourced from Sysco and GFS. The essential snacks list for your Segment includes the Sysco, GFS, and Vistar codes for each product. If you are having trouble locating any of the items on the Market Connection, please reach out to your RAM or the Call Center.
WHAT DO I NEED TO DO?
1. Review the Core Snacks list for your Segment posted on Retail Ranger: Campus Healthcare Government
2. Go to the planogram section of Retail Ranger. Follow the decision tree to view the planograms for your merchandisers, Segment and value tier
3. Make note of what’s new, and what space allotments have changed
4. Sell out any discontinued snacks and replace with the new items
5. Make sure you fill your innovation slots
6. Update your pricing
PLEASE NOTE: Modern Recipe locations will assortment brand eManuals.
NOTE:
Recipe and Kitchen Works will find menu and product assortment information on the eManuals.
$53.3B
The US snack market is B and anticipated to continue to grow.
SNACKING MERCHANDISERS
IMPULSE RACKS
• Place the rack at cashier stations and checkout kiosks
• Price impulse rack items using Printables and place the tag under the lift lens
• Purchasing Information
SNACK STATION RACKS
• Display snacks on the merchandisers according to your planogram
• Snacks should always be placed after the foods and beverage
• Be sure to check out Rap snacks
• Display snack pricing on your rack or stand
• Purchasing Information
37% of meals include a snack, a 29% increase since 2010
FRITO-LAY RACKS
• Display chips and other salty snacks on the merchandisers according to your planogram
• Salty snacks should always be placed after the foods and beverages
• Display snack pricing on your rack or stand
• Ordering Information
CEREAL RACKS
• Choose 4-tier floor or 2-tier counter racks to suit your café space and volume
• Place near the milk cooler
• Purchasing Information
PRICING 5
5 - 8%
Sodexo’s average sales & margin increase using value-based pricing
VALUE-BASED PRICING
HOW DOES SODEXO APPROACH PRICING?
North America’s pricing strategy captures the full value of our brand and quality dining experiences, revenue and margins, and delivers Retail Success.
standardized approach is built on extensive proprietary research, establishing optimal pricing levels consumer insights, geography, consumer demographics, and the competitive landscape.
THE BENEFITS OF VALUE-BASED PRICING
Additional Revenue and Margin
$40,274
OPTIMIZED PRICING
HOW DO I DETERMINE INITIAL PRICING FOR MY LOCATION?
BRANDS E-MANUAL
SITE
• eat>
• Modern Recipe
• Kitchen Works
SODEXO_NET – RETAIL RANGER PRICING PAGE
• Foundations Menu
• Promotions & LTOs
• Created with Love Culinary Concepts
• Hot Beverages
• Cold Beverages
• Snacking
• Simply To Go
Be sure to use the Price Tier Decision Tree on Retail Ranger’s pricing page to determine the correct pricing tier, which is based on your location’s demographics.
Your Segment operations team will help you through the process. If you are an Infor/Dynamify account, contact your Segment OPEX team to determine your planned pricing adjustment due date.
HOW OFTEN SHOULD I REVIEW AND OPTIMIZE MY PRICING?
A comprehensive pricing analysis should be conducted once a year with market review and pricing calibration at 6 months. This provides two opportunities over the course of a year to evaluate pricing and respond to market conditions as needed.
HOW DO I OPTIMIZE MY PRICING?
A Retail Pricing Analyzer Tool has been developed to assist in assessing your current pricing and identify pricing opportunities to drive retail revenue and margin.
CORPORATE SERVICES - Has identified accounts and scheduled them to participate in Pricing Optimization. Please click on the link for support.
HEALTHCARE - Has identified accounts and scheduled them to participate in Pricing Optimization.
CAMPUS – Has a segment specific pricing process they follow to administer pricing within the segment. Please click on the link for support.
• Use the Power App pricing process to determine the best pricing for your location. The app contains any current pricing that has been reported for your operations. Compare your pricing to the recommended levels and adjust accordingly.
WHERE CAN I GET MORE INFO AND SUPPORT?
If you need more information or support to optimize your pricing, reach out to the Pricing Activation Team.
PROMOTIONS 6
Promotions Overview
WHY ARE LIMITED TIME OFFERS IMPORTANT?
We accelerate results with marketing promotions and Limited Time Offers that are proven to drive guest excitement, participation and purchase frequency, resulting in increased sales, profitability and check average.
WHAT ARE THE PROMOTIONAL CATEGORIES?
Development and delivery of promoted dishes are based on three core pillars:
• Comfort & Adventure
• Health & Wellness
• Convenience & Takeaway
Additional programs include:
• Cold Beverage and Snacking
• Calendar-based Inspirations
• Stop Hunger initiatives
• Better Tomorrow initiatives
• Vendor partnerships
LTOs DRIVE PROFITABILITY THROUGH:
• Targeted product utilization
• Consistency
• Driving out cost
• Driving value pricing
PLEASE NOTE: Modern Recipe and Kitchen Works locations will find menu and product assortment information on the brand eManuals.
LTOs DRIVE INCREASED SALES THROUGH:
• Check average
• Increased guest participation
• Increased guest frequency
• New product awareness
Promotions Overview
HOW DO I PROMOTE PRODUCTS IN MY CAFÉ?
PRINTED KITS
Promotions kits, such as banners, posters and more, are shipped to your location for regularly scheduled cycles. Contents will vary by brand and program, with complete activation information available in the kit’s implementation guides and on Retail Ranger or your brand’s eManual.
DIGITAL ASSETS
Your onsite campaign is supported by digital materials on Retail Ranger. LCD screens, counter displays, graphics for your local dining website, and social media images are available for use on your own feeds and pages.
PRINT-ON-DEMAND
Print-on-demand materials – banners, posters, mini-posters, table tents and more are available to further enhance the guest journey. These pieces are available from Meyers Print Management.
Offer all promoted dishes on the scheduled dates, to ensure they sync with what guests are seeing in Everyday and on the brand’s social media.
SUPPORT & INFO 7
WHERE CAN I FIND ADDITIONAL INFORMATION?
Retail Ranger contains many resources, including FAQs, planograms, product distribution lists and detailed merchandiser information.
WHO DO I CONTACT IF I NEED HELP?
Lynn Browning
Lynn.Browning@sodexo.com
Pricing Activation Team
Duane Gebo
Duane.Gebo@sodexo.com
Corporate Services
Joe Esteves
Joe.Esteves@sodexo.com
Allison Pietrucha
Allison.Pietrucha@sodexo.com
Jon Broughton
Jon.Broughton@sodexo.com
Government
Christina Lemin
Christina.Lemin@sodexo.com
Hospitals
Health Care Operational Excellence Support
Seniors
Brian McCabe
Brian.McCabe@sodexo.com
Campus
Rebecca Fitzpatrick
Rebecca.Fitzpatrick@sodexo.com
Coca-Cola
Eric Haecke
Erhaecke@coca-cola.com
Bottler Challenges
PepsiCo
Malik Strait
Malik.Strait@pepsico.com
Bottler Challenges
Nestlé Waters
Scott Hager
Scott.Hager@us.nestle.com
Keurig Dr Pepper
Robert Walsh
Robert.Walsh@kdrp.com
Blue Triton Waters
Kerry Ahlum
Kerry.Ahlum@primobrands.com