4PM, Go To Dinner, Go Get Dinner or Dinner Delivered?

The grocerant niche is a result of the blurring of the line between restaurants, grocery stores, convenience stores, and drug stores all selling fresh prepared, portable convenient meal solutions.  Marketers not consumers don't tend to think in traditional channel terms like grocery, drug or dollar. Instead, consumers think in terms such as hungry, thirsty, in a hurry or I have to feed the family.

The Grocerant niche is targeted at the time-starved consumer with Ready-2-Eat or Heat-N-Eat fresh prepared food components that are “better for you”, portable and portioned for one or two. Walgreens gets it and is positioning for a much larger share of the food retailing dollar.  At 4PM you may soon be picking up dinner on your way home from work at Walgreens.

In a pilot program rolled out in the San Francisco bay area you can now find fresh fruits and vegetables, salads, sushi , sandwiches and Heat-N-Eat meat loaf. In addition Walgreens spokesman Robert Elifinger stated “ Our San Francisco area customers are already buying a lot of food in our stores, and there are requests for more product offerings," he said.

In addition to the items listed above - and Walgreens' more traditional offerings, including candy, potato chips and soda - there'll be meats, wraps, soups "and other on-the-go meal options, as well as convenient alternatives for tonight's meal,"

With this new market test underway, Walgreens is now testing fresh food in New York via Duane-Reade, Chicago and the San Francisco bay area. For all of my regular readers you have heard it hear before but this trend is sweeping the country from coast to coast. 

These expanded points of distribution may well challenge many a legacy fresh food retailer including chain restaurants, grocery stores and convenience stores for market share.

Since 1991 retail food consultancy Foodservice Solutions® of Tacoma, WA has been the global leader in the Grocerant niche for more on Steven Johnson Steve@FoodserviceSolutions.us  www.FoodserviceSolutions.us  http://www.linkedin.com/in/grocerant, twitter.com/grocerant or Facebook