On The Border Tortilla Chips Why

Grocerant niche Ready-2-Eat and Heat-N-Eat fresh prepared food continues to fuel top line sales and bottom line profits in every sector or retail foodservice today according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®. 

So, I know that regular readers of this blog will be eMailing asking why is On The Border taking yesterday’s positioning in the ‘middle of the store’?  My only answer can be that the team at On The Border was more comfortable with yesterday’s retail success track that today’s.  Playing it safe is better than not playing at all according to Johnson.

So when Truco Enterprises launched its new On The Border Taste of Tajin Clasico flavored tortilla chips in partnership with Tajin, the Mexican chili lime seasoning company the team at Foodservice Solutions® was disappointed but not surprise.

Truco CEO Lisa Walsh stated “We are thrilled to partner with Tajin, the leader in chili lime seasoning, to offer a new flavored tortilla chip,” … “On The Border Taste of Tajin Clasico is made with six simple ingredients, which aligns with consumer demand for both clean-label and spicy snacks.”

On The Border Taste of Tajin Clasico flavored tortilla chips will be available in 7-Eleven stores across the country.  Together with single-serve On The Border Cafe chips, salsa and queso, this marks On The Border's first entry into the world's largest convenience retailer.

On The Border’s partnership may not be the new electricity to drive top line sales and bottom line profits it could be according to Johnson.  However partnerships as Johnson calls it are the new electricity that is partnerships specifically strategic partnerships driving retail success today so I guess this is a step in the right direction. 

We must note that in our minds-eye the new electricity must be very efficient for the supply and includes such things as fresh foods, grocerant consultants, urban farming (produce, seafood, etc.), autonomous delivery, cashier-less retail, cash-less payments, digital hand held marketing.

Retailers the ilk of On The Border to survive the next generation of retail must embrace the artificial intelligence revolution while simultaneously embracing fresh food that is portable in some form.  That will require brands to embrace new fresh food partnerships more now than ever before according to Johnson.

Foodservice Solutions® specializes in outsourced business development. We can help you identify, quantify and qualify additional food retail segment opportunities or a new menu product segment and brand and menu integration strategy.  Foodservice Solutions® of Tacoma WA is the global leader in the Grocerant niche visit Facebook.com/Steven Johnson, Linkedin.com/in/grocerant/ or twitter.com/grocerant