The safe sampling experience not only removed the possibility of spreading the virus but also of triggering an impulse purchase, undoubtedly making it more difficult to convert samplers to buyers. To counter that drawback, Cedar’s made a concerted effort to extend consideration beyond the store. The brand offered a take-one recipe booklet delivering directions for small dishes incorporating hommus, such as “sweet potato sliders,” while delivering a coupon awarding $1 off any two SKUs that is valid through the end of the year.
The booklet also shared Cedar’s brand story, invited consumers to follow the brand on social media and offered a number they could text for more deals. A counter sign displaying a clear “Stop! Hommus Time” call to action also invited shoppers to follow the brand on Instagram, promising an unspecified coupon.
In related account-specific activity, Cedar’s in an Oct. 21 Instagram update touted the $25,000 it has donated to Whole Foods’ nonprofit Whole Planet Foundation this year that will fund microcredit loans to 143 entrepreneurs around the world.
Other actions taken by Whole Foods as it reimagines stores for today’s “new normal” are the reopening of some self-serve food bars with the addition of one-way access via controlled queues with a designated entrance and exit. At the food bars, counter signs indicate that “For everyone’s safety, sampling is not permitted at this time.”