It’s important to remember that while Meal Kits are “Training Wheels for Millennials” according to Tacoma, WA based Grocerant Guru® Steven Johnson they are also meal simplification, for many more. Meal Kits are a platform that continues to evolve with attributes that resonate with consumers. So who is doing a good job with them?
When Tops Markets partnered with Chef’d to sell meal kits in dedicated displays inside Top’s stores physical stores, they were the second grocer to ink a deal with the service in recent months. So why Chef’d? Well Chef’d for one thing offers “generous portions” for two made with fresh and simple ingredients that can be prepared in as little as 10 minutes, the kits contain pre-portioned ingredients and step-by-step recipe instructions. Unlike other services, Chef’d doesn't require any subscription plan for using the kits, which will be available in Top’s 171 supermarkets giving Chef’d the volume to keep pricing in line consumers expectations.
Chef’d, works directly with meat processor Smithfield Foods to create the kits. They now offer five varieties for in-store purchase including: Weeknight Chicken Pad Thai, Maple Glazed Pork Chops, Cajun Style Chicken Pasta, Pan-Fried Spicy Pork Udon and Herb Crusted Flank Steak.
The Meal Kits are developed through combining the Smithfield, Va.-based processor’s product development, sourcing capabilities, distribution network and brand portfolio with the service’s renowned chefs, meal portfolio and direct-to-consumer experience. So you see it’s a new avenue of distribution. What are you doing different? How are you expanding?
Today brick-and-mortar stores are critical to pure-play ecommerce meal kits’ future: Over the summer, market researcher Field Agent reported that some 78 percent of consumers want, to some extent, grocery stores to develop meal kits they could purchase in stores, suggesting that they may drop delivery kits in favor of ones sold at supermarkets.
Once again according to Johnson his success of Chef’d's and other services’ is partnerships. Yes the price, quality, and service play a key role in the undercurrent of success. However, Johnson insists that when you boil it down partnerships, with brands and relationships with customers to rule the day.
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