On this episode of On Foodable Weekly, our host, Paul Barron, sits down with Brad Spickert, VP of National Foodservice & On-Premise Marketing for The Coca-Cola Company, to discuss beverage insights pertaining to the soda giant, and in a broader sense, the beverage industry as a whole.
Spickert has been with the company for 11 years and is responsible for product innovation, strategy and planning amongst other responsibilities. Here’s a recap of what he had to say:
"Consumers want more variety and choice when it comes to beverage selections inside foodservice establishments," says Spickert.
As he points out, choice not only means between beverage categories, but also sugar and calorie content.
“It’s a big focus right now of our new CEO, James Quincy,” reveals Spickert. “We talk about being a total beverage solutions provider. So having beverages for all consumers, all occasions...”
They aim to achieve this not only through portfolio and category expansion, but through reformulation of existing products for reduced sugar. In fact, The Coca-Cola Company, along with other leaders in the beverage industry, is committed to reducing calories from sugar at 20% by 2025.
An example of the company’s category expansion is their introduction of Barrilitos Aguas Frescas— a line of flavored, non-carbonated water with a hint of sweetness — inspired by consumers' demand for low-calorie options.
To learn more about the path to purchase for foodservice consumers, Coca-Cola is also leading a study, DINE360, to analyze diners’ choices when it comes to beverage and food purchases, their motivations and their satisfaction feedback.
To achieve insightful findings they are “talking to 20,000 consumers per year about their interactions in foodservice, their experiences over the past 48 hours,” mentions Spickert.
The full study will be released this fall, but one of the conclusions, for example, reveals that men are nearly twice as likely as women to choose an outlet based on high-quality menu options.
Watch the episode to learn more about The Coca-Cola Company and the innovations they are spearheading with their Coca-Cola Freestyle mobile app, craft beverages and new revenue-generating product offerings for restaurant operators!