I'm not surprised I disagreed with most of the panelist on this.
http://www.retailwire.com/blog-post/cea90f5e-8a05-45ed-afbd-7faecd262aff/mccormicks-flagship-spices-up-retail
McCormick's Flagship Spices Up Retail
By Tom Ryan
FEBRUARY 13, 2012
McCormick & Co., the spice and flavoring company, plans to open its first store, McCormick World of Flavors, this summer at the popular Harborplace tourist attraction in Baltimore.
The 3,800-plus square-foot store will include interactive and educational displays to engage families. Shoppers will be able to determine their personal flavor profile and chart the origins of spices, among other activities. In a cooking demonstration area, McCormick's internal chefs and celebrity chefs will demonstrate recipes featuring McCormick flavors.
In addition to selling McCormick brand products for cooking, baking and grilling, the store will sell other McCormick brands like Grill Mates, Lawry's, Zatarain's and Old Bay.
"What better way to communicate what we do than to allow visitors to experience it personally," said president, chairman and CEO Alan Wilson in a statement. "It will show visitors how McCormick brings great taste to their lives — every day. You can see how our business, rooted in the exploration of the New World, has its sights on the newest frontiers of flavor."
The store is steps away from the site of the historic McCormick Plant and Headquarters that stood at 414 Light Street from 1920 to 1989. The facility was known for spreading the aroma of spices throughout the harbor. The company is now based in Sparks, MD."There is a wonderful historic link for McCormick to return to the Inner Harbor, and Harborplace is a perfect setting because it is such a popular draw for tourists and local residents alike to see the best of Baltimore," said Lori Robinson, McCormick vice president of corporate branding and communications.
Many apparel and footwear vendors operate their own retail stores and food brands such as Nathan's, Starbucks and Ben & Jerry's have a grocery shelf presence as well. But it's rare for a food brand to have a flagship location. The most notable example is M&M, which opened a 25,000-square foot store in New York's Times Square in 2006 that was followed last year by a second location in London.
The 3,800-plus square-foot store will include interactive and educational displays to engage families. Shoppers will be able to determine their personal flavor profile and chart the origins of spices, among other activities. In a cooking demonstration area, McCormick's internal chefs and celebrity chefs will demonstrate recipes featuring McCormick flavors.
In addition to selling McCormick brand products for cooking, baking and grilling, the store will sell other McCormick brands like Grill Mates, Lawry's, Zatarain's and Old Bay.
"What better way to communicate what we do than to allow visitors to experience it personally," said president, chairman and CEO Alan Wilson in a statement. "It will show visitors how McCormick brings great taste to their lives — every day. You can see how our business, rooted in the exploration of the New World, has its sights on the newest frontiers of flavor."
The store is steps away from the site of the historic McCormick Plant and Headquarters that stood at 414 Light Street from 1920 to 1989. The facility was known for spreading the aroma of spices throughout the harbor. The company is now based in Sparks, MD."There is a wonderful historic link for McCormick to return to the Inner Harbor, and Harborplace is a perfect setting because it is such a popular draw for tourists and local residents alike to see the best of Baltimore," said Lori Robinson, McCormick vice president of corporate branding and communications.
Many apparel and footwear vendors operate their own retail stores and food brands such as Nathan's, Starbucks and Ben & Jerry's have a grocery shelf presence as well. But it's rare for a food brand to have a flagship location. The most notable example is M&M, which opened a 25,000-square foot store in New York's Times Square in 2006 that was followed last year by a second location in London.
My comment on the above:
I would like to see more CPG brands develop stronger marketing and brands before opening flagship retail locations.
Brands like M&M, Hershey and Ben & Jerry's have very well developed brand personalities and strong relationships with consumers. Retail locations are simply an extension which allows them to further engage consumers. I don't believe McCormick & Co has developed its brands to the level of the aforementioned companies.
A spice store is a good idea; Penzeys (penzeys.com) in Los Angeles's Southbay is a great concept and it does brisk business. But it's worth noting that when I speak to fellow foodies about Penzeys, all of them mentioned the higher quality of products and superior alternative to grocery brands like McCormick.
CPG brands should refrain from building brick and mortar locations and focus on brand development and building that consumer relationship -- the brand's role in the consumer's life. If they don't, they will have to worry about brick and mortar brands like Penzeys entering the grocery aisles and taking their SOM.
