In order to grow their brands, one of the bets that restaurants in Costa Rica are making is to market their products in supermarkets.
In the market, there are companies that have taken several years to begin the process of marketing their products in supermarkets, because they must meet multiple requirements, such as health records, labeling standards, bar codes, among others.
In the case of Giacomin, which has been in the coffee and pastry business for 25 years, it took Giacomin 10 years to start selling its products in supermarkets.
Alejandro Sáenz, general manager of Giacomin, explained to Nacion.com that “… when they first started in the supermarket channel they did it with iconic products, such as horseshoe-shaped cookies and Selva biscuits so that the customer could associate the product with the restaurant. The development of a modern channel is an ideal complement to the growth of the brands. Our strategy is to create the availability of products in the channels compatible with the brand’.”
Sáenz added that “… The supermarket channel is complex, requiring strict compliance with many requirements. In addition, it is necessary to participate and invest in the commercial programs that the chains have programmed for the categories, this represents an additional cost.”
Companies planning to market their products in supermarkets or convenience stores will face multiple challenges, because the retail business also shows transformations, satisfying the demands of consumers who increasingly demand greater responsibility in the production chain and balancing sales between physical and digital formats are part of the challenges faced by businesses.