How To Get Into Great American Food Stores
Founded in 1996 by Lynn Lockwood, Great American Food Stores is a product of rich experience. Lynn Lockwood worked for 40 years for Victory Markets. When the retailer started to sell some of its stores, Lockwood bought two and started the retail success known today as Great American Food Stores. The website of the retail company noted particularly that “The primary reason that he bought the stores was to serve the communities of Boonville and Watertown. With a customer-first mentality, the Lockwood family has strived for quality, and to offer a new variety of goods to our customers. Taking the mindset that our stores will offer more than just groceries; we strive to be a general store, so to speak.”
The supermarket business in the United States is one that tries to connect with the individual customer. This means, the supermarkets try to address the needs and interests of individual customers. This is by offering local, international, and metropolitan products. You can get spices, meat, wine, food, and so many other food products from this type of store.
The customer is the best judge of a retailer. To be true to this, customers have aired their opinions about the store online. A customer noted on yelp.com that:“Every item I’ve had here was delicious and fresh, high quality at an affordable price. They have healthy and vegan options, but also don’t shy away from gourmet spins on comfort food. I have reason to believe that the owner is a retired chef, as all the items on the menu seem to have a signature spin. They are always professionally dressed and I enjoy watching them prepare the food in a manner that you’d see in the kitchen of a reputable restaurant.
One time I came in after I got off of work sometime during their last hour of operation. I ordered a burger, and they let me have as many toppings as I wanted at no charge.
My only problem is that they don’t have fountain drinks, which would be cheaper than the pre-bottled stuff in their fridges. However, I ultimately think that works to their benefit, as it gives the patrons a different variety of options that sets them apart.
Great guys and they deserve all the business they can get.”
For a distributor, this is an established store that can get your products to move as fast as possible. With the awesome varieties they offer and the established customer base, it can be easily deduced that there are customers already dedicated to what they sell. With a loyal customer base and new customers every day, it is highly profitable to get into business with this kind of store.
On the local sourcing of food products, Great American Food Store has been on the forefront of selling locally sourced food products and imported food items. Their wine, spice, and produce selection make them a leader in the retail and grocery business niche. This store has been in the business for years and has its established sourcing angles. Its constant support of local products has helped it cement its brand in the community as people can easily resonate with it.
How to get your product into Great American Food Stores
- Understand you client: Before you spend a lot of time and money creating a product, you should know if anyone will want to buy it. Learn more about Market Research
- Learn if it’s protectable: Know if you can defend your product against cheap copies if it gets knocked off. Learn more about Copyright and Patent your product
- Test your product: Make sure that there’s a demand for your product and the customer understands what you are selling when it’s on the shelf and nobody is there to explain it. Learn more about Product Testing
- Perfect your pitch: Before you speak to decision makers, know your numbers, know your retailer and know your logistics in and out. Learn more about Pitching Your Product
- Don’t do it alone: If you haven’t been successful in retail before, a secret of success is that you can’t do it alone. Having great sales staff, customer support and marketing partners can take you from zero to success faster than if you tried on your own. Learn more about Retail Partnerships
Contact Great American Food Stores Buyer
Do not trust any “list” of buyers.
Typically retail buyers change either companies or positions every few years. This strategy helps retailers know that their buyers are not taking “kick-backs” and are selecting the very best product for the very best position each time.
Buyers are typically held to a very rigorous standard of sell-through volume that they must hit and because of this they are risk averse. Your job as a supplier or vendor is to convince them that the buyers going into the stores not only know about what you’re selling but are actively seeking the product in the store currently.
Sometimes easier said than done, however you must get on Great American Food Stores radar.
Call the Great American Food Stores corporate phone number and ask for the names of the buyer and assistant buyers in your category.
Always leave voicemail with whomever the dispatch will connect you.
Use that information to connect with them on LinkedIn, RangeMe and any other professional social platform.
Ask your representative at your trade bureau to connect you to the Great American Food Stores buyers as they will potentially have a better history.
Use advertising, public relations and marketing to make your brand known to Great American Food Stores buyer through 3rd party websites & industry media sources.
Be everywhere that they look, the key is to position your brand as the obvious choice when Great American Food Stores is looking to either refill a slot or create a new category.
Latch on to the news of the day and any trend that will make your product fill that niche whether that be Non-GMO or Vegan Leather for example.
Investing in your brand can only benefit your opportunities in the future. As being “top of mind” will have a ripple effect when you physically present your product at a Great American Food Stores buyers meeting or trade show in the future.
Great American Food Stores buyers typically got to their position by picking “winners” and know how to see through the fluff.
Focus on the numbers, know your bottom dollar during a negotiation and how fees and chargebacks may cut into your position.
Know that long term success may outweigh short term sales, however financing large purchase orders from Great American Food Stores when the net result is negative is not sustainable.
Understand the playing field and the other brands that are in your space, what they are offering as promotion and pricing and how you can stand out against them.
By knowing that each buyer at Great American Food Stores probably knows more than you do, take an active listening approach to sales and understand that no is a perfectly acceptable answer that may have saved you millions of dollars on the backend.
How to Submit a Product to Great American Food Stores
There are several ways to get a product placed in Great American Food Stores. However, most entrepreneurs only dream about getting their product distributed to major retailers, few actually do it. We have experienced a significant rise in interest since the show Shark Tank started airing on NBC. Mr. Checkout has had the pleasure of working with a few Shark Tank success stories such as KISStixx and 180 Party Cups which are now currently being distributed around the country to stores like Walmart, Target, Kroger, 7-Eleven and more.
If you envision your product would be a good fit for Great American Food Stores, we have a few steps to help you get your product on their shelves.
Here are the 6 steps you need to take to have your product placed in Great American Food Stores.
1. Start with the right questions.) Before you try distributing your product to Great American Food Stores, you need to ask yourself a few basic questions. Do you need to build demand for your product, or is there already a demand for it? Do you know that Great American Food Stores would be interested in selling your product? If you can strike a deal with Great American Food Stores, can you handle the production volume? Do you want to sell directly to Great American Food Stores, or do you want to license your product to a manufacturer that will handle distribution?
2. Be prepared to profit.) Does your product offer enough of a profit margin for Great American Food Stores? Can you sell your product at a reasonable enough profit to cover the packaging, shipping, commissions, marketing and wholesale distribution? Check Great American Food Stores guidelines for other fees that you will have to build into the cost of your product in order for you to be able to turn enough of a profit to make the effort worth your while. If you work with a discount retailer, they will try to strip your profits down to zero in order to keep their prices as low as possible.
The typical breakdown of margins are: If a products costs $1 to produce, that product will retail for $4. That product that retails for $4 will wholesale for $2 to distributors and stores that purchase direct. Big box retailers like Great American Food Stores may offer to pay $1.25 to the manufacturer if the product costs $1 to produce. That is the typical profit margin.
3. Determine if Great American Food Stores is the right store for your product.) The relationship between you and Great American Food Stores starts with you browsing their store for competing products. If Great American Food Stores already has a similar product, it is going to be very difficult to get your product picked up. Spend some time at your local Great American Food Stores to see what kind of products they are selling, speak to the manager and see if he thinks your product will sell well in their store. Picture in which zone your product would best fit on the shelf and keep in mind that the most precious asset that these big box stores value are their shelf space. Keep this information in mind when you are preparing your presentation to Great American Food Stores.
If your company is minority or women owned, check Great American Food Stores website and see if they offer specific opportunities for those designations.
4. Pitch your product to Great American Food Stores.) Decide whether it will be you or a representative to present your product to Great American Food Stores. Your presentation depends heavily on your strengths as a businessperson as they will most likely ask financial questions and logistics questions.
It’s common for companies to hire a broker to pitch their product to Great American Food Stores, as it will be more likely that your product will make it to the next stage if the individual pitching your product has industry knowledge or a personal relationship with Great American Food Stores. The percentage of commission verses, however generally a broker will take around 5% to represent your product to Great American Food Stores.
We at Mr. Checkout have experience dealing with brokers and know that there are several retail brokers that have poor business practices that can potentially damage your brand. If you are seeking a legitimate Great American Food Stores broker, please give us a call for a recommendation. It could save you a huge headache and a lot of money.
5. Complete the required Great American Food Stores paperwork.) Often Great American Food Stores will have you go through an application process. However, before submitting the paperwork required by Great American Food Stores, you should contact a buyer at Great American Food Stores and let them know your intentions. Having a contact inside of the company will potentially move your application more smoothly through the process.
6. Anticipate the need for increased volume.) Having Great American Food Stores agree to stock your product will most likely mean a significant increase in volume. You should be prepared to ramp up your production and informing your manufacturer of this opportunity.
Having production, logistics and distribution to sync is not only difficult, it requires a significant amount of time invested in customer relations. Also, Great American Food Stores may have stipulations in the contract that may penalize you for delays in shipping and production. Have an attorney explain all contracts to you if you don’t understand the terms.
If you’re looking to sell your product to Great American Food Stores, be sure to thoroughly assess the marketplace, carefully prepare for production growth, and take full advantage of resources available to help you grow your business.
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