Friday, August 23, 2013

Fresh Deli Prepared Food Deemed “Good or Excellent”

The fast evolving food consumer has helped a once stodgy grocery store industry revive perceptions while boosting profits. In a new report from Datassential, a Chicago-based foodservice market research firm which Datassential surveyed more than 2,000 regular supermarket shoppers and 76 operators to provide insights into how supermarkets can grow their prepared food departments.

Brian Darr, managing director of Datassentials said “Prepared food departments should almost consider themselves to be separate restaurants,” … “They are really competing with Quick Serve Restaurants (QSR) and fast casuals in areas like quality and value.”  The report found:

1. Supermarkets could grow their deli and bakery business by emulating restaurant marketing tactics.
2. 40 percent of operators say that nearby restaurants limit the growth of their prepared foods department.

3.  A majority of shoppers consider supermarket prepared foods to be “excellent” or “good.”
4. One-third of supermarket customers do not shop the prepared foods department.
5. Even regular prepared foods shoppers say they often don’t know what’s available.

6. Shoppers want high quality and a greater variety of healthy, interesting offerings.

Foodservice Solutions® has well documented that the days that consumers don’t like the ready-2-eat and heat-n-eat fresh food or do not think the food is “restaurant” quality at grocery stores are long gone. Today consumers like, respect and buy grocery fresh prepared food.

Supermarkets and Grocery stores that are finding the greatest success within the grocerant niche are implement the 5 P’s of food marketing at the store level and integrating the 5P’s at the corporate marketing level as well. Consumers are dynamic not static.  The price, value, service, and quality food equilibrium is resetting within the retail food sector and consumers are leading the way.

Interested in learning how the 5P’s of Food Marketing can edify your retail food brand while creating a platform for consumer convenient meal participationdifferentiation and individualization contact us ,via Email at: or visit Johnson, or

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