The Millennial Super Bowl and Grocers

The game nears!

Super Bowl Sunday is around the corner. Fans are itching and media is buzzing; grocers rally for a great weekend in sales. This year’s Super Bowl is expected to be the biggest one yet, a victory over the recession: Wall Street gains are finally percolating into consumer spending and grocers are poised to catch a big slice of the recovery pie. As millennials’ purchasing power matures, this year’s Super Bowl is not only bigger but also more connected!

TRIVIA: 1.25 Billion (yes, with a “B”) chicken wings will be eaten during this year’s Super Bowl, according to the Natl. Chicken Council! (4)

This year, 184,000,000 people will watch the game; that is 75.8% of the population of the United States. Of those watching, 79.3% will purchase food and beverages the highest of all categories (the second-highest category, team apparel or accessories, is just over 10%). The planned spending per person will reaches $77.8 (up 14% from last year) and the total bill will come out to $14.3 billion dollars. (1)

Food and beverages are, clearly, the most popular item on people's minds.

Food and beverages are, clearly, the most popular item on people’s minds. (1)

It is clear that it is bigger, but how is this Super Bowl different than the previous one? The National Retail Foundation has some interesting insights into people’s Super Bowl behavior (or, should we say, rituals?). Most of those surveyed (34%) agree that the game is the most important part of the day; interest in the half-time show, commercials and getting together with friends peaks in the ages of 18-34 (i.e. millenials). The value millenials put in the social aspect of the Super Bowl can be seen when asked if they intended to either host or attend a Super Bowl party where the most eager to partake were, again, the 18-34 age group. Planned spending, as well, increases and peaks at the 24-34 year category. Planned spending on food and drinks will reach historic highs this year! (2).

Grocers can expect, from what these numbers show, healthy sales this Super Bowl weekend. But, beyond that, grocers have an immense opportunity to establish their brand in young costumer’s minds and partake in one of the most social weekends of the year. Great service can get you costumers and and your name out there. While most costumers will be using their mobile devices to compare gear prices, the amount sold during the weekend is on the rise as well. Experts expect that 41% of all people watching will use social media during the game, of which over 55% will go through Facebook(3). Expect your costumers to be partaking on the conversation sharing pictures (some of food) and banter. Don’t get caught in the trash talking, but make sure to stay relevant: hashtags might be crucial for visibility.

This Super Bowl is expected to be the biggest one yet and, as millennials mature into working-age and their purchasing power increases, grocers’ strategies must change with them. This year’s game shows clearly that the bad times are over and, regardless of who wins the Bowl, grocers who step-up their social-media game will come out on top and establish their brand with a new generation of costumers.

SOURCES:

(1) https://nrf.com/media/press-releases/184-million-americans-watch-2015-super-bowl-according-nrf-survey

(2) https://nrf.com/sites/default/files/Super%20Bowl%202015%20press_0.pdf

(3) https://www.internetretailer.com/2014/01/31/fans-mobilize-super-bowl-shopping

(4) http://www.chicagotribune.com/business/breaking/ct-super-bowl-chicken-wings-biz-0124-2-20150123-story.html

Whole Foods opens new store in San Jose

A new (and different) Whole Foods in Town

Sutti is proud to to congratulate Whole Foods on opening their new store in 777 The Alameda, San Jose CA. This 35,000 square-foot store is the second in San Jose and 42nd in California. But, in many ways, this store is a trailblazing first.

The brewery's deck oversees the breezeway and the stadium.

The brewery’s deck oversees the breezeway and the stadium.

At 777 The Alameda, up to 200 guests will enjoy outdoor seating in The Breezeway, nestled in between the store and the 3,500 square-foot building which houses a brewery, a café and a fresh juice bar. “This new San Jose store is truly designed as a community gathering space” says Jeff Giardinelli, Store Team Leader(1). Foot traffic from the Diridon Station, the SAP Center (“The Tank” for those hockey fans out there) and downtown San Jose will be served with grab-and-go options and a full menu restaurant. The Mission Creek Brewing Company, Whole Foods’s first in-store brewery and taproom in California, will crown the building, offering stunning views and what may turn out to be the hottest pre- and post-game spot for the San José Sharks (and rock shows, of course!)(2).

Guests can enjoy beers on tap.

Guests can enjoy beers on tap.

The store is one of Whole Foods’ most environmentally efficient yet and is pursuing a LEED certification. Some of green features are: building materials selected from local and sustainable sources, landscaping and and irrigation chosen and integrated to help local biodiversity and decrease water use, an on-site heat and electricity generator which will produce about 90% of the store’s requirements, and a state-of-the-art CO2 refrigeration system that uses almost 100% natural refrigerants(1).

Costumers will find quality and variety.

Costumers will find quality and variety.

Sutti & Associates worked with Whole Foods for over two years, building the foundation, shell and tenant improvement phases. We congratulate the Whole Foods Team and invite you all to 777 The Alameda. The Sutti Team

The Sutti team at the brewery: Congratulations Whole Foods!

The Sutti team at the brewery: Congratulations Whole Foods!

You can follow the 777 The Alameda Store on Facebook in the following link: Whole Foods San Jose

PS: The first batch of beer comes out this Friday, if you’re wondering.

SOURCES

(1)http://media.wholefoodsmarket.com/news/alameda-12-9#sthash.ECPTX9NU.dpuf

(2) http://www.mercurynews.com/san-jose-neighborhoods/ci_27053726/community-readies-whole-foods-opening-store-tours

[EDIT: The Sillicon Valley Business Journal has some great pictures of the opening]