How to Transform Your Menu Into a Grocery Store Product

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Turning a popular food truck or restaurant menu item into a grocery store product can be an exciting way to expand your business and increase revenue. Stephanie Ganz, who has helped brands like Pizza Tonight do just that, shared her process and insights for successfully launching a packaged food product in grocery stores. Here are the key steps and expert tips she provided during our podcast interview. Here’s the step-by-step plan needed to get a food product from idea to store shelves.

Today’s guest is Stephanie Ganz.

1. Develop a Star Product

The first step in transforming your menu into a grocery product is identifying your “star” product. This is the one item that your customers rave about and keep coming back for—the dish that they can’t get anywhere else.

“You want to focus on the product that stands out, something you’re known for,” Ganz said. “It needs to be something that customers are willing to buy repeatedly and that can be efficiently packaged and distributed.”

She recommends conducting some informal customer research. What do your customers talk about the most? Is there an item that consistently sells out? This is where you should start when deciding which product to package.

You can transform your menu into a product.

2. Attain Department of Agriculture Approval

Once you’ve selected your star product, the next critical step is to obtain approval from the Department of Agriculture (USDA). This step ensures that your product is safe for consumption and meets all regulatory standards for wholesale distribution.

“Every municipality has slightly different requirements, but generally, you’ll need to submit a packet that includes your recipe, method of preparation, and a hazard analysis,” Ganz explained. “You’ll also need a map or sketch of your kitchen space to show where the product will be prepared.”

Ganz emphasizes the importance of attention to detail in this stage. “It’s not just about having a great product—it’s about showing that you can produce it safely and consistently at scale.”

3. Pursue and Maintain Wholesale Accounts

One of the most challenging but rewarding parts of launching a packaged product is building relationships with retailers. Ganz recommends following these steps:

1. Identify Your Target Market: “Start by determining which type of stores and customers you want to target,” Ganz advises. This could be anything from local grocery stores and specialty markets to large chains, depending on your product and capacity.
2. Create a Wholesale Menu: Before approaching retailers, create a professional-looking wholesale menu that outlines pricing, packaging sizes, and key product details. Ganz suggests keeping it simple but informative.
3. Build a Contact List: Make a list of stores you want to approach. “This is where creativity comes in—sometimes you’ll need to think outside the box and target stores that align with your brand,” Ganz said.
4. Start Pounding the Pavement: “Building relationships is key,” Ganz emphasized. “It’s not enough to just have a great product. You have to get out there, meet store buyers, and establish connections. Persistence is really important.”

Once you’ve secured wholesale accounts, it’s essential to maintain them by delivering on time and ensuring consistent quality. These relationships can also open doors for future collaborations or referrals, especially if you run a catering business or have a mobile food operation.

Chocolate covered jelle bars.

4. Get Your Product Online and Start Selling

Beyond grocery stores, selling your product online is an essential step in growing your business. Ganz, who was instrumental in launching Pizza Tonight both in stores and online, explains that e-commerce platforms can open doors to a much wider audience.

“Having your product available online gives customers another way to access it, especially if they’re not local to your food truck or restaurant,” Ganz said. “Platforms like Amazon, Shopify, or even your own website allow you to reach customers nationwide.”

She advises starting by creating a dedicated e-commerce site or partnering with online food retailers. “Make sure you have a solid packaging and shipping process in place—customers expect the same quality they’d get from a store,” Ganz noted. With online sales, you can also offer special promotions or subscription models, providing a steady stream of revenue while building a loyal customer base.

5. The Business Benefits of Launching a Grocery Product

The advantages of expanding into retail go beyond just additional revenue. Ganz highlighted two major benefits: increased cash flow consistency and enhanced brand visibility.

“Selling your product in stores helps smooth out the cash flow since you’re not relying solely on food truck or restaurant sales, which can be impacted by things like weather or seasonality,” Ganz noted.

Additionally, retail placement serves as free marketing for your main business. “When someone discovers your product in a grocery store, they might love it so much that they decide to visit your food truck or restaurant,” Ganz explained. “It’s another way to get your name out there and create brand loyalty.”

Final Thoughts: Take the Leap

For those thinking about taking their restaurant or food truck business to the next level by launching a packaged product, Ganz encourages taking the leap. “It’s a big step, but if you’ve got that star product and the drive to make connections, it can open up whole new avenues of growth for your business,” she said.

StephanieGanz.com – The official Instagram of this week’s guest Stephanie Ganz. In addition to learning how to create a food product that can be sold in grocery stores, farmers markets and other local stores you’ll also gain insight into Ganz’s culinary background and how she’s developed her food business acumen over time.

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