"Jamie Oliver was so appalled by the state of school lunches that he decided to sort them out. But, he tells John Crace, it's not easy providing pukka tucker for 37p a head "
The Guardian
What has that got to do with merchandise planning then?
Well - it's interesting to see consumer selection in action isn't it. In this case it's small kids choosing rubbish to eat rather than green veggies. (and their parents feeding them MacDonalds through the bars in the school gates so they don't have to !!!)
I used to think Jamie was a real merchant banker until I discovered "Jamie's School Dinners" (and the Smirnoff helped too).
Now though, like every other middle class parent, I feel that he has become the saviour of my kids' health, and he is fast becoming a national treasure (Bless 'im). Bring on Sir Jamie!
But like most merchandisers selecting according to his own tastes and not being led by the market he is having a torrid time.
In this case I think (no, I know) that he is dead right. This "market" has to be wrong as nobody in their right mind would say that reconstituted rubbish with added chips is what our kids need for school lunch instead of a balanced meal, but it is what the market (The kids) want.
The dynamic is interesting though isn't it!
This programe shows us something that all range planners should take to heart. If you apply your own taste to the product you sell, rather than what your public want, then you are on a hiding to nothing unless your range is "enforced" by a very scary dinner lady!
Most of us don't have that kind of back up do we?