Investment in data and innovation key to reimagining M&M Food Market

When M&M Food Market began a massive, data-driven modernization of its nationwide chain of frozen food stores in 2014, public

perception was one of the biggest obstacles.

The venerable Canadian retailer had built a reputation for quality, but also as a brand that was behind the times. Millennials thought of the company as a place their parents went to buy frozen lasagna, meatballs and other meat-and-potatoes comfort food.

“Our [existing] customers were coming into our stores still at a very loyal rate, because they understood the product quality,” says Andy O'Brien, who took over as the company's CEO in 2014. “Their kids had a perception of M&M as being a bit dated, and fairly so.”

To help the brand gain relevance to the larger public, senior leadership invested $2 million in research and about $25 million in new technology to reimagine the

in-store experience, develop a more robust e-commerce platform and overhaul its food products.

“The diversity of Canada has changed dramatically over the last 40 years, since

M&M started, and I didn't think the portfolio reflected that enough,” says O'Brien.

“Households have changed… we now have a very strong millennial base, and everybody's palate has

really expanded. People are willing to experience and try different foods.”

The product lineup at M&M Food Market still has lasagna, meat and potatoes. But there are now about 500 items in total, with several gluten-free options, plenty of seafood and dozens of

restaurant-quality meal kits. The menu now also boasts no artificial flavours, colours or preservatives.

“We would have never had a beef lo mein meal kit

back in 2014,” says O'Brien. “We do now.”

All of these decisions were data-driven. The company uses artificial intelligence and data analytics to sift through a massive customer database to gauge buying preferences, consumer trends and other insights.

Then a cross-functional team reviews the data, develops new products and launches them several times a year. Products that test well with consumers remain on the menu; products that don't are replaced with new options.

“Innovation drives creativity,” says O'Brien. “And I would say our team is very tech-savvy.”

M&M Food Market's approach to customer service

has also been completely reimagined. Instead of asking a cashier to retrieve items from a freezer behind the counter – M&M's format for more than 30 years – customers are now able to roam the store themselves, pick up items that interest them and read the labels.

Store employees are trained to read their customers in the same way a

server reads a table at a restaurant, suggesting items that are relevant to each specific interaction. The goal is to provide a personalized, low-pressure sales environment based on what customers truly need.

“It's a significantly different experience, with the same high quality,” says O'Brien. “If you haven't been in to M&M in a while, I think you'll be shocked.”

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SUPPLIED M&M Food Market has worked to expand its offerings as Canadians’ palates have evolved.

GETTY IMAGES The product lineup at M&M Food Market has expanded beyond lasagna, meat and potatoes.