Every food retail company in the world connects in the same way- with their brand. How they go to market, how they engage customers, how they price their products, even how their company can connect on a "higher purpose"- all strategies, tactics, communications, and actions should be centered upon the brand message. Know your brand and you are heading in the right direction. Forget your brand and risk being over-taken by your competition. The world of food retail is tight on margins and heavy on traffic. If you are going to compete, you need an identity.