Restaurants, Pizza Chains, Grocery stores understand that competition has undefined boundaries and you can lose your market share to someone you would never thought. The ready-2-eat and heat-N-eat grocerant niche is evolving fast and competition is coming from unconventional food companies all the time.
Burger King and Betty Crocker Kitchen both are two of the latest to expand boundaries by delivering meals directly to homes and offices. Generations of Americans have grown up with meals that Mom created from a Betty Crocker Cookbook and have been taken to Burger King as kids. Well now both companies testing meal delivery.
General Mills Home Delivery
General Mills the parent company of Betty Crocker Kitchens is testing a on-line delivery service in Minneapolis, Minnesota focused on some of consumer favorites meals today General Mills is offering “25 frozen meal options ranging from pot roast, meat loaf, chicken dishes, pastas and breakfast omelets to pancakes. Most of the meals involve a protein, starch and a vegetable, and they have less than 700 mg of sodium.”
These meals from the Betty Crocker Kitchen arrive frozen and have ease of preparation as a focus. General Mills understands that 50% of U.S. adults are single so each of the frozen meals are in single-serving trays with easy-to-open packaging and simple heating instructions.
Burger King Beyond the Restaurant
Burger King is currently testing and delivering via “BK Delivers” service in Washington D.C., Houston and New York City. The Burger King ready-2-eat fresh prepared food is offered for lunch or dinner both at home and or office options.
Burger King International has been delivering food in many different markets for years but this is the first for the United States. Burger King said that “Overall guest satisfaction scores have been extremely positive with our new delivery service”
The grocerant niche is filled with new non-traditional avenues of distribution and products. Is your brand positioned to grow?
Invite Foodservice Solutions® to complete a Migration Marketing Assessment or a Grocerant Program Assessment. For brand, product placement, menu positioning assistance simply call Foodservice Solutions® today at 253-759-7869. Since 1991 Foodservice Solutions® of Tacoma, WA has been the global leader in the Grocerant niche visit Facebook.com/Steven Johnson, Linkedin.com/in/grocerant or twitter.com/grocerant