Dream Dinners creates Dinners for Life

In April of last year Dream Dinners had the idea of offering meals that were targeted toward the “diabetic” group. Originally they offered 6 menu items to help those with a more specialized diet.

Now Dream Dinners is spinning the idea off as its own separate entity. As of yesterday they launched Dinners for Life, a rebranding of their current offering which focuses exclusively on creating meals that fit in to a diabetic meal plan.

An interesting idea to be sure, but a quick glance at the meals offered at the Dinners for Life site and those offered at Dream Dinners shows a menu that is almost identical. The lineup is basically the same with the choice of rice being the only real noticeable change between meals. It’s a fine idea to offer this kind of menu, but since the stores are offering the same menu items is this really a whole new concept?

Also, it seems that only a few stores have decided to participate so far. Out of the 166 stores Dream Dinners currently has, only 5 stores from 3 states are listed on the Dinners for Life site. It could just be that the site really isn’t quite done or Dream Dinners is just a little behind in getting the stores listed, but obviously the number of participating stores is pretty low so far.

Of course my first question is how much is this new branding idea going to cost the current store owners? Since this is obviously a separate site and isn’t just listing additional meals on the main site like it used to, and the fact that only a few stores are currently listed for this new offering, I assume there has to be a cost involved. Will stores just get to roll this out as part of their offering or do they need to pony up some money so they can get the Dinners for Life logo attached to their stores and get listed on the site? Is this an optional rebranding or do you get hit with a breach of contract if you don’t play along? Or is this new site just a marketing tool and owners will get all the benefit of it without having to do anything or spend any money?

Again, it seems like a neat idea, but is this too narrow a niche for it to be profitable? And is it worth spinning off a whole new site and brand for something that originally was sidecar to the main site. Also, since the menu offerings are virtually identical between the sites, is there enough variety for this new Dinners for Life to sustain itself?

Other Articles of Interest:

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58 Responses to “Dream Dinners creates Dinners for Life”

  • Buster Hymen:

    Still waiting “DreamDinnersStole”

  • I just stumbled across this blog: http://snowballseo.com/dinnersforlifeblog3/

    It says it’s the ‘official’ blog of Dinners for Life. Again, I’m not sure why they would spin this blog off onto another site instead of integrating it with dinnersforlife.com. Also, I think they should put in a bit more design work into the template to make it look more ‘official.’ It looks like they’re trying to work with a company to do some sort of SEO to it, but doing SEO to a blog if you have a separate website is only driving traffic to the blog, and not to the official site where people would find real information & place orders. The HO might want to re-evaluate their online marketing presence/strategy since (IMO) their choices are diluting the brand instead of making it stronger.

  • seattle-tacoma craigslist > snohomish co > jobs > marketing jobs
    please flag with care:

    best of craigslist
    Avoid scams and fraud by dealing locally! Beware any deal involving Western Union, Moneygram, wire transfer, cashier check, money order, shipping, escrow, or any promise of transaction protection/certification/guarantee. More info
    Director of Brand & Program Development (Snohomish)
    Reply to: job-b4euz-1263020047@craigslist.org [Errors when replying to ads?]
    Date: 2009-07-10, 9:32AM PDT

    Dream Dinners, creator of the Meal Assembly industry and the largest franchise operation in this space, is seeking a successful marketer to drive the Dream Dinners and related brands, programs, and partnership endeavors.

    Key deliverables for this position include driving top line sales, expanding all of Dream Dinners current and future brands, gaining a deeper understanding of their core customer, building world class programs, and uncovering/negotiating breakthrough national partnerships. This individual will be measured in three core areas:

    1. Customer acquisition
    2. Average revenue per customer
    3. Customer retention

    This individual will drive development and implementation of sales, marketing and advertising initiatives for the purpose of generating sales through brand promotion, new & existing programs and partnerships resulting in new guest acquisition, improvements in guest retention, and healthy revenue on a per customer purchase basis. The position includes material development, writing advertising and web copy, presentations of programs, and program guide development. While primarily a development position, knowledge of the operational impacts of all programs, partnerships and initiatives is vital. Translates needs for new and existing programs into IT and Operational support requirements. Has a close working relationship with the resource coordinator which is critical to the efficient delivery of all programs and initiatives, along with related training and marketing materials to the owner community. Also works closely with web content/communications staff, Franchise Advisory Council, home office leadership team and IT.

    The Director of Brand & Program Development will serve the franchise community and report directly to the VP of Sales and Marketing. This individual must possess a proven track record of successfully leading recognizable brands in a food, retail and/or the franchise environment. They will be required to demonstrate a blend of strategic planning and tactical execution and will be accountable for growth in all vertical markets Dream Dinners serves.


    • Develop plans to increase sales with a focus on new channel growth
    • Plan, develop, and direct the marketing efforts for the Dream Dinners brand and product
    • Is the defined expert on Dream Dinners core demographic, a 35-54 year old Mom.
    • Manage development and implementation of marketing and advertising initiatives by preparing and organizing related strategies, plans and objectives
    • Work with franchise owners to strategize and plan programs and business rules

    • Maintain required work process flows with operations, IT. Procurement, food, and finance. Create promotional materials specific to marketing initiatives and general brand collateral by coordinating requirements with graphics department or outside vendors, inventorying stock and placing orders/verifying receipt
    • Spearhead the development and implementation of Nationwide Partnerships on behalf of our franchise owners in accordance with agreed upon priorities and themes
    • Keep leadership informed through presentations, reports, interpretation of information and recommendations
    • Develops and maintains in-depth knowledge of company and its customers, competitor products, processes, markets and buying influences to maximize effectiveness
    • Bachelor degree in Sales and Marketing or Advertising is preferred or equivalent experience
    • 5 years experience of leading brands and/or marketing teams while exceeding goals
    • Proven ability to create, plan and implement winning brand strategies
    • Strong skills and discipline to research and analyze opportunities
    • A personality that thrives in an open and direct communication environment
    • Experience in the following areas
    o Direct Marketing
    o Market Segmentation
    o Marketing Research
    o Project Management
    o Planning
    o Partnerships
    o Sales
    • Personal attributes
    o Good verbal communication skills
    o Interacts effectively with individuals, groups and staff of all levels
    o Upbeat & positive attitude while maintaining good relationships
    o Self-motivated and works with limited direction
    o Reliable with excellent attendance
    o Team player

    Compensation is D.O.E.

    Please e-mail your resume to careers@dreamdinners.com

    We are an Equal Opportunity Employer

    * Location: Snohomish
    * Compensation: DOE
    * Principals only. Recruiters, please don’t contact this job poster.
    * Please, no phone calls about this job!
    * Please do not contact job poster about other services, products or commercial interests.

    PostingID: 1263020047

  • pff:

    wasn’t this Darin Leonard’s job description?

  • Things seem to be progressing with the Dinners for Life program. I just found out that they will be attending a couple of Expos targeted at diabetic education/nutrition. http://www.whatscookingatdd.com/dream-dinners-ho/dfl-exhibit/

  • Stumbling upon this article that promotes healthy eating using Meal Assembly-


    Notice the article mentions Dream Dinners? My question to Stephanie Allen, Tina Kuna & Darin Leonard, WHY would you change the name from Dream Dinners to Dinners for Life?

    The money spent on Re-branding does not seem like the best use of the 6% of the Royalties used for Marketing. but then again, maybe that is why stores are closing at a drastic rate of 8 a month!?!

  • guest:

    SIGH…………..The Madoff of the “food” industry?

  • The Dinners for Life brand is certainly trying to take on a life of it’s own. Dream Dinners is sponsoring events and doing talks under their new name. As I said before, this has gone way beyond simply being a menu addition or and experiment with the menu. Dream Dinners is spinning this off as an LLC so people can buy into it. I’m sure there are lots of reasons for the name change, but the first one that comes to mind is, Dinners for Life isn’t a tainted name like Dream Dinners has become. And Dinners for Life doesn’t have lawsuits pending against them so your disclosure documents will be “clean” of such blemishes.

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