Heat-N-Eat fresh food Portioned, Portable, Product, with the right Placement, and
Price continues to garner incremental customers within the foodservice retail
space as COVID-19 continues to linger according to Steven Johnson, Grocerant
Guru® at Tacoma, WA based Foodservice Solutions®.
Yes, those are the FIVE
P’s of fresh food marketing first identified, quantified, and qualified by
Foodservice Solutions®, Grocerant Guru® back in the day. What’s happening today
to continue driving top line sales and bottom-line profits with the grocerant
niche. It’s simple the price of freedom has
How so? According to the Pew Research Center in Washington,
D.C., a majority of young adults (18- to 29-year-olds) in the U.S. live with
one or both of their parents for the first time since the Great Depression.
Freedom you say. The ‘kids’ want to be away
at school, at work, or play and parents thought they would be gone as
well. No one wants to cook from scratch
or eat at the same time so discontent at home and at the dinner table is on the
rise according to Johnson.
Here is the problem consumers want the
ability to customize and order and personalize a meal. Thus, creating a quagmire
for many retailers. Tim
Powell of Foodservice IP conducted some research and stated that "We
are seeing more consumers opt for something prepackaged for safety reasons.
"The thinking is the food handling by the staff is eliminated." Let’s
see what else Powell found:
Foodservice IP has identified four
customer mindsets developed in response to the coronavirus pandemic, with each
one having different impacts on the foodservice category:
Fearful: These consumers are terrified the
virus will kill them or their loved ones, resent those who do not follow safety
guidelines, and will not shop or visit a restaurant until a vaccine is found.
Food handling concerns are also an issue when it comes to delivery.
2. Cautionaries: These
consumers realize the severity of the virus and will follow state and federal
rules. Their use of takeout and delivery is minimal, and they'll make use of
the drive-thru instead of entering the building.
Followers: They view the virus as an
inconvenience but are not distraught about it, and will sometimes wear
protective gear if the social context calls for it. It is common for them to
order food for takeout, curbside and delivery.
Ambivalent: They throw caution to the wind, are
unlikely to wear protective gear unless a retailer mandates it, and may resent
others for taking the virus too seriously. Their behavior will return to normal
once restaurant operations resume.
Here is the rub, according to the
Grocerant Guru® every time a retailer converts a Grocerant Niche Ready-2-Eat
and Heat-N-Eat fresh food item into a CPG product, consumers push back. That said in the short- run packaging is more
important than ever. It plays a significant role in how consumers rate their
off-premise dining experiences. Fresh and Fast are still the number one and two
attributes consumers are looking for in prepared food at 78.3% and 77.6% respectively
according to recent Grocerant ScoreCards.
Packaging for hot to-go food should
include the following:
Leak-resistant, tight closures to avoid
messy spills en route;
Special features to keep fried foods hot
Reclosable bases and lids made with
dishwasher-safe, reusable materials;
The ability to withstand temperatures up
to 230 degrees Fahrenheit under a heat lamp or in the microwave; and
Capable of consumer reuse and being
recycled after multiple use
Solutions® to complete a Grocerant Program Assessment, Grocerant ScoreCard, or
for product positioning or placement assistance, or call our Grocerant
Guru®. Since 1991 Foodservice Solutions® of Tacoma, WA has been the global leader in the
Grocerant niche. Contact: Steve@FoodserviceSolutions.us or 253-759-7869