Party of One is simply not happening in the restaurant sector. A party of one is not a party! However if you are a Grocery store, C-store or Urban Chain Drug Store then continue throwing the party because consumers are showing up. Food retailers need to understand that consumers that are single want to buy ready-2-eat and heat-N-eat fresh prepared food rather than cook from scratch. The facts are simple and straight forward:
- The United States Census Bureau reports that 50 percent of US citizens over the age of 18 living in the US are single.
- A recent study conducted by THE HARTMAN GROUP on how we eat as a culture revealed that “46 percent of adult eating occasions (up from 44% in 2010) are undertaken alone.”
To date restaurants particularly Quick Service Restaurants (QSR’s) have benefited rise in sales of single serve meals singles are so attracted too. Did you ever wonder why Panera Bread was opening Drive thru units? OK now you know.
Convenience stores have for years benefitted in the shifting family model in the US. Instead c-stores focused on mix and match meal options that extended beyond QSR’s drive-thru bundle meal option #1, #2, #3 or #4. C-stores expanded options empowered consumer choice in fresh food meal options driving both top line sales and bottom line profits.
Understanding Foodservice Solutions® Grocerant Guru Steven Johnson’s 5’P’s of Food Marketing is key to effectively reaching single customers today; the 5P’s are: Product, Packaging, Placement, Portability, and Price. If you are interested reaching out to the single consumer the 5P’s of Food Marketing can edify your retail food brand while creating a platform for consumer convenient meal participation, differentiation and individualization.
Grocery Stores, and Retail Chain Drug Stores have begun selling fresh prepared food that is perceived “better for you” by the consumer in either the deli in the case of grocery stores or in the Fresh Food sections of Duane Reade and Walgreens targeting single shoppers. Each offers traditional family comfort foods prepared fresh, with customized portion size, more importantly with Mix and Match meal component options. Who is buying your food? Where are they eating it? A party of one is much better for your bottom line than no party at all.
Foodservice Solutions® specializes in outsourced business development. We can help you identify, quantify and qualify additional food retail segment opportunities or a brand leveraging integration strategy. Foodservice Solutions of Tacoma WA is the global leader in the Grocerant niche visit Facebook.com/Steven Johnson, Linkedin.com/in/grocerant or twitter.com/grocerant