Grocerant Guru®: Time is the New Currency of Customer Happiness

 

In today’s retail landscape, food isn’t just sustenance—it’s strategy. From grocers and c-stores to food-forward retailers, the battle for consumer loyalty is being fought in refrigerated aisles and grab-and-go displays. Steven Johnson Grocerant Guru® at Tacoma, WA based Foodservice Solutions®, has been closely tracking the intersection of consumer behavior and food marketing, and HappyOrNot’s “Retail’s Biggest CX Trends in 2025” report hits on the pressure points—and the profit paths—that matter most.

Time is the New Currency of Customer Happiness

Consumers aren’t just shopping with their wallets anymore—they’re shopping with their clocks. According to the report, early mornings from 7 a.m. to 8 a.m. are now the emotional high tide of the retail day. With over 57 million global consumer responses in 2024 analyzed, these early hours represent golden windows to connect.

For operators, this is a clarion call to deploy fresh, portable, and craveable breakfast bundles right when shoppers are most receptive. Whether it's a protein-packed parfait combo or a curated breakfast taco trio, aligning with the “emotional availability” of the morning shopper is now a CX imperative. Conversely, evenings from 6 p.m. to 8 p.m. show dips in satisfaction—an opportunity to rethink evening offerings, from stress-reducing snacks to quick, comfort-centric dinners.

Meal Bundling: The Multigenerational Sweet Spot

Mix-and-match meals are more than a merchandising gimmick—they’re a CX multiplier. Retailers implementing modular bundling strategies (think: build-your-own bento boxes or global-inspired snack kits) are seeing up to 18% increases in average basket size and a 7% boost in happiness scores.

Let’s break it down generationally:

·       Gen Z loves the visual and viral. Think bold packaging, fusion flavors, and share-worthy snack flights. Happy hour isn’t a cocktail—it’s a midday sushi burrito and matcha combo they can post on TikTok.

·       Millennials? They want it all: speed, value, and a little adventure. Smart bundling caters to their on-the-go lives with globally inspired grain bowls and custom wraps that satisfy curiosity and convenience.

·       Gen X leans into flexibility and family-first formats. They’re curating for crews, so buildable dinner kits with interchangeable proteins and sides are a homerun.

·       Boomers gravitate toward comfort with a twist—updated classics like meatloaf sliders with artisan slaw or soup-and-salad duos with nostalgic appeal and healthful upgrades.

This isn't just about food—it’s about feelings. Bundling delivers the illusion of control, the comfort of choice, and the joy of discovery—all in one.

Impulse & Incentives: The Emotional Engine of Retail

The data also reveals a 22% surge in impulse food buys during peak happy hours, especially when tied to well-placed loyalty prompts or digital rewards. That’s emotional merchandising at work. Imagine a hot breakfast sandwich combo that pings your app with a surprise reward at 7:15 a.m.—that’s not just a transaction, that’s a moment of delight.

Retailers who leverage real-time CX data—overlaying it with SKU-level sales and behavioral patterns—will outmaneuver those still thinking in planogram silos. It’s not just about what’s stocked. It’s when, how, and for whom it’s offered.

2025 Strategy Playbook: Curate, Customize, Connect

Retailers poised to win the 2025 customer experience game are those thinking like chefs, data scientists, and anthropologists. They’re asking:

·       What does a "happy basket" look like for a 7 a.m. Gen Z commuter?

·       How do I turn a 6:30 p.m. shopper’s stress into satisfaction?

·       Can bundling reduce decision fatigue and build brand love?

Food is emotional currency. With the tools of real-time feedback and generational insights, grocers can transform food zones into profit-rich, happiness-driven micro-environments.

As Tim Waterton, CRO at HappyOrNot, puts it: “Bundling taps into both the practical and emotional aspects of food shopping, creating the personalization and joy that traditional food marketing often overlooks.”

I couldn’t agree more.

About the Grocerant Guru®

As a leading foodservice strategist and retail futurist, the Grocerant Guru® decodes trends at the intersection of food, convenience, and consumer behavior. His work helps retailers reimagine their foodservice offerings, unlocking new growth through emotionally intelligent food marketing.

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📩 Contact us at Steve@FoodserviceSolutions.us