Examining intrapreneurship: Meal deals as traffic builders in food retail

Russell J. Zwanka
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Russell J. Zwanka: Teacher of Food Marketing, Western Michigan University, USA

Applied Marketing Analytics: The Peer-Reviewed Journal, 2016, vol. 2, issue 4, 353-366

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.

Keywords: food retail marketing; entrepreneurship; foodservice marketing; meal bundling; intrapreneurship; food industry (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:aza:ama000:y:2016:v:2:i:4:p:353-366

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