While legacy grocery stores continue to stock the pantry with buy-one get-one or buy10 for $10 the customers continue to look for grocerant niche fresh prepared Ready-2-Eat and Heat-N-Eat food via meals and meal components that can be mix and matched into a perfect family dinner fast according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.
It is no long just Foodservice Solutions® documenting the success of the importance and sales that grocerant fresh food sales are ringing up. In a new report titled Power of Foodservice at Retail, sponsored by Hussman and The Shelby Report for FMI is now joining in. Below are top 10 insights buying habits, purchase motivations and preferences from the report.
1. Focus on/optimize trip conversion. While shoppers visit the store multiple times/week, shoppers typically buy foodservice only once every 3 weeks. Cross-promote foodservice with center store and other fresh departments within the store.
2. Strive to be top of mind. When in a rush or not in the mood to cook, retail foodservice is not on the radar of most shoppers. Retailers need to treat their foodservice as its own business and create “share of mind.”
3. Maximize your share of market. One-half of shoppers purchase grocery deli prepared at outlets beyond their primary store. Increasing awareness of foodservice offerings will serve to keep current customers at their primary store with higher rings and margins.
4. Leverage technology to improve awareness of foodservice as a viable restaurant alternative. Shoppers often use technology to help with meal plans. Making efforts to have retail foodservice appear with restaurant options will open shoppers’ eyes to this option.
5. Connect with shoppers using technology. Most shoppers are willing to sign up to receive outreach about food service offerings, with email and text being the shopper-preferred methods.
6. Provide options for speed-focused shoppers. These shoppers have interest in grab-and-go and heat-and-eat options, along with the ability to order ahead and dedicated foodservice checkout lanes.
7. Provide options for nutrition-focused shoppers who deemphasize price and speed but value customization. Along with healthy options, transparency with respect to ingredients, quality and freshness are important to these shoppers.
8. Enhanced in-store amenities to capture Millennials and urban shoppers. While less important than price, speed or nutrition, Millennials and urban shopper place high importance on amenities such as seating areas, free WiFi, table service, outside patios and even entertainment.
9. Targeted investment in expanded variety matched to the core shopper can win over shoppers at mealtime. While consumers want more options, the options need to be matched to the core shopper. Customization is also important to many shoppers, particularly frequent foodservice shoppers.
10. Consider meal kits along with made-to-order, self-serve buffets and grab-and-go to provide more time-saving solutions. Store-developed meal kits are a natural extension for foodservice.
Invite Foodservice Solutions® to complete a Grocerant Program Assessment, Grocerant ScoreCard, or for product positioning or placement assistance, or call our Grocerant Guru®. Since 1991 www.FoodserviceSolutions.us of Tacoma, WA has been the global leader in the Grocerant niche. Contact: Steve@FoodserviceSolutions.us or 253-759-7869