M & M Meat Shops
M&M MEAT SHOPS—USING DEMOGRAPHICS TO DRIVE DECISIONS Known as the store with hundreds of meal ideas but only one aisle, M&M Meat Shops is Canada’s largest retail chain of specialty frozen foods with over 470 locations coast to coast. The demand for “ready-to-heat food” is increasing as more and more households are finding that they just don’t have time to make a home-cooked meal. This is an important demographic dimension for the company.
The first M&M store opened in October1980. It was based on a consumer insight by founders Mark Nowak and Mac Voisin that it wasn’t possible to buy restaurant quality steaks in retail outlets. Neither Nowak, a lawyer, nor Voisin, an engineer had much marketing experience, however when the company started …show more content…
Its target customer is typically a woman (35 years +) with a family with a very active family life that includes two or more children. These consumers are time-starved and need convenient food options. Having identified the best target markets, the company turns its efforts to finding more consumers who fit the profile and determine how to reach them with relevant campaigns.
In Ontario, for example, one of the top market segments for M&M Meat Shops is known as “Wine with Dinner.” This group is university-educated, athletic, and lives in single-detached homes with larger than average families. They have average household income of $70,000 and spend a lot of money on home decor and gardening.
As the country becomes much more multicultural, ongoing analysis is conducted to understand the changing Canadian population. According to the 2006 Census, the face of Canada continues to change at a fairly rapid pace. In the five years between the 2001 and 2006 Censuses, 1.6 million new residents called Canada home, of which 1.2 million, or 75 percent of those residents, were new immigrants. These new Canadians are a potentially huge market for retailers, one that is anticipated to grow. By 2017, 1 in 5 Canadians are expected to be a member of a visible minority. Armed with such insights, M&M Meat Shops has begun to research the complexities of ethnic
The first M&M store opened in October1980. It was based on a consumer insight by founders Mark Nowak and Mac Voisin that it wasn’t possible to buy restaurant quality steaks in retail outlets. Neither Nowak, a lawyer, nor Voisin, an engineer had much marketing experience, however when the company started …show more content…
Its target customer is typically a woman (35 years +) with a family with a very active family life that includes two or more children. These consumers are time-starved and need convenient food options. Having identified the best target markets, the company turns its efforts to finding more consumers who fit the profile and determine how to reach them with relevant campaigns.
In Ontario, for example, one of the top market segments for M&M Meat Shops is known as “Wine with Dinner.” This group is university-educated, athletic, and lives in single-detached homes with larger than average families. They have average household income of $70,000 and spend a lot of money on home decor and gardening.
As the country becomes much more multicultural, ongoing analysis is conducted to understand the changing Canadian population. According to the 2006 Census, the face of Canada continues to change at a fairly rapid pace. In the five years between the 2001 and 2006 Censuses, 1.6 million new residents called Canada home, of which 1.2 million, or 75 percent of those residents, were new immigrants. These new Canadians are a potentially huge market for retailers, one that is anticipated to grow. By 2017, 1 in 5 Canadians are expected to be a member of a visible minority. Armed with such insights, M&M Meat Shops has begun to research the complexities of ethnic