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‘It Has To Be Heinz’ Sauces, You Say?
In a new report, caterers from across foodservice had a few things to say about Heinz, what the name stands for and why it is crucial to business operations. Here are 10 top insights into caterers’ thoughts on the iconic dynamic duo, Heinz Tomato Ketchup and HP Brown Sauce…
Dollop of Heinzsight…
1. Heinz loyalists felt it was worth paying more for Heinz, citing that it was worth paying the extra 2p per sachet for Heinz over own-label.
2. Respondents often felt they could personally tell the difference but convinced themselves their customers would not.
3. No caterer using Heinz Tomato Ketchup is actively looking for a better product – Heinz was the gold standard, there was no better tasting product to be found.
4. A number of Heinz loyalists did feel that swapping from a product they knew came with risks; customer rejection and complaint, poorer taste and poorer appearance.
5. Among the Heinz loyal customers who had tried other ketchups, it was the customers who largely drove a return to Heinz – their comments showing the alternative was not something that could be “got away with”.
6. The majority of users who use Heinz in unbranded ramekins front of house would not take a chance to save money as performance as an ingredient was still important.
7. There was agreement among brand users that own-label brown sauces are not as good as brands in taste terms.
8. Most caterers were prepared to pay a premium for a brand, but for non-Heinz users, price was the key reason for not purchasing the Heinz brand. They need convincing!
9. In the fish and chips shops, there was a split between Heinz branded products sold to for customers to take away and table-top dispensers filled with an own label sauce. Obviously in house they need convincing of the bradn benefits. Note: In fish and chip shops, Heinz branded product (SqueezMe!) enjoys over 50% distribution
10. There was evidence that branded display ‘units’/display canisters help encourage loyalty
Heinz in quotes…
1. “I don’t know about complaints but you’d get comments if you don’t (offer Heinz).”
2. “Everyone knows the taste, they’re used to the taste…so they don’t like change.”
3. “If it’s the first time and you’ve got a group of different people, you want to make sure they come back. You don’t want them to remember it for the wrong reasons.”
4. “My business has been built on repeat business… if I put something out that’s sub-standard just to save a few pence I wouldn’t have the business that I do.”
5. “I know what I’m getting. I wouldn’t want to just take something and be left with 2.5 litres. It’s a risk and a loss.”
6. “I got another supplier’s tomato ketchup once, I was worried about it but it was very good, but I’d not use it again because it’s not got the label on it.”
7. “I use Heinz and wouldn’t try anything else, it’s just not for me, not for my company.”
8. “I tried to vary it (HP Brown Sauce) once. Never again. We ran out of HP and got another brand, they (my customers) swore they could tell the difference, it filled four pages in the comments book!”
9. “Goes into our hot sandwiches, if a customers asks for it to be put in, we use Heinz or HP in the kitchen.”
10. “Personally I like HP in a dumpling mix as a flavouring and in stew and casseroles, I use HP and Lea & Perrins too.”
References
1. Cambridge Direction was commissioned by Heinz Foodservice to conduct qualitative research into caterers and condiments, involving three group discussions with caterers from Thames Ditton, Surrey, Bradford and Chelmsford and six depth interviews with caterers from Cambridgeshire, Essex and Hertfordshire between 13th October and 10th November 2009. These results revealed a broader view of the Heinz brand as a whole and helped formed the backbone of ‘It Has To Be Heinz’.
2. Heinz is voted the most-loved food brand in the UK and second best food brand in the world (FreshMinds survey 2009 and Interbrand Best Global Brands 2009).
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