The age-old question, "What's for dinner?" has
perplexed families for generations, often leading to indecision and reliance on
fast food or takeout. Steven Johnson Grocerant Guru® at Tacoma, WA based Foodservice Solutions® believes if
your food marketing tactics look more like yesterday than tomorrow, you need to
move forward.
However, convenience stores (C-stores) and grocery delis
are uniquely positioned to offer a solution through the grocerant niche
mix-and-match bundling strategy. By empowering consumer choice and
personalization, these retailers can transform fresh prepared meal components
into a customizable dinner experience that meets the diverse needs of modern
families.
The Grocerant Niche Opportunity
The grocerant niche—a blend of grocery and restaurant—has
long been a disruptor in the foodservice industry. It taps into consumer demand
for convenient, fresh, and ready-to-eat meals while offering flexibility and
variety that traditional dining options often lack. By leveraging mix-and-match
bundling, convenience stores and grocery delis can further enhance their
appeal, offering consumers the ability to customize their meals with fresh
prepared components that suit their preferences, dietary needs, and family
dynamics. Those meal components can today be found at restaurants, grocery
stores, dollar stores, and convenience stores.
The Power of Personalization and
Customization
Today's consumers crave personalization, especially when it
comes to food. The ability to choose specific components of a meal—whether it’s
proteins, sides, or sauces—allows for a tailored dining experience that
resonates with individual tastes. Convenience stores and grocery delis are
already equipped with the necessary infrastructure to support this demand, with
a variety of grab-and-go fresh prepared meal options that can be easily bundled
into a cohesive dinner offering.
By positioning themselves as a solution to the "What's
for dinner?" dilemma, C-stores and grocery delis can not only increase
their share of the dinner market but also build stronger customer loyalty
through the convenience and quality of their offerings.
Freshly Sliced Deli Grab-and-Go: A
Growing Segment
According to recent industry insights, the freshly sliced
deli grab-and-go segment is experiencing significant growth, with retailers
working alongside manufacturer partners to develop new merchandising options
that highlight these products. This growth is driven by several factors,
including labor challenges at service counters and evolving consumer
preferences for bold, new flavors and convenient meal solutions.
Heather Prach, VP of education and industry relations at
the International Dairy Deli Bakery
Association (IDDBA), notes that spicy and "swicy" (sweet and
spicy) flavors are on the rise, with sauces playing a pivotal role in meal
customization. These flavor trends present an opportunity for C-stores and
grocery delis to introduce limited-edition products that cater to adventurous
palates while offering familiar favorites for those seeking comfort food.
Examples of C-Stores and Grocery Delis
Leading the Way
C-Stores:
1.
Wawa: Known for its fresh,
made-to-order hoagies, Wawa also offers a variety of grab-and-go meal options,
including freshly prepared salads, sandwiches, and protein-packed bowls.
Customers can mix and match components to create a meal that suits their taste,
whether it’s a spicy chicken wrap paired with a fresh fruit cup or a savory
meatball sub complemented by a side of mac and cheese.
2.
7-Eleven: The global juggernaut has
expanded its fresh food offerings with an array of prepared meal components,
from sushi rolls to chicken wings. With the introduction of its 7-Select Fusion
Energy and Rehydrate drinks, 7-Eleven is also tapping into the beverage
segment, allowing customers to bundle meals with refreshing drinks that suit
their on-the-go lifestyle.
3.
Sheetz: Sheetz’s Made-to-Order (MTO)
menu allows customers to personalize their meals with a wide selection of
proteins, toppings, and sauces. Whether opting for a spicy Southwest chicken
salad or a hearty steak quesadilla, customers can build a meal that satisfies
their cravings while enjoying the convenience of grab-and-go options.
Grocery Delis:
1.
Publix: Publix's deli department is a
prime example of how grocery stores can capitalize on the grab-and-go trend.
With freshly sliced deli meats, cheeses, and an array of sides, customers can
assemble a meal that fits their family’s needs. The introduction of new flavor
profiles, such as hot honey ham and spiced pineapple turkey breast, adds
excitement to the mix-and-match experience.
2.
Whole Foods Market: Whole Foods' deli
offers a range of prepared foods, including global-inspired dishes and
plant-based options. Customers can build their own meals by selecting from a
variety of proteins, grains, and vegetables, allowing for a personalized dinner
that aligns with their dietary preferences. The store's commitment to
clean-label and all-natural products further enhances its appeal to
health-conscious consumers.
3.
Kroger: Kroger’s deli section features
a robust selection of grab-and-go meal kits, including charcuterie boards,
rotisserie chickens, and pre-packaged sides. By offering customizable meal
solutions, Kroger empowers customers to create a dinner that’s both convenient
and tailored to their tastes.
Think About This
As labor challenges continue to affect service counters,
the grab-and-go segment presents a growing opportunity for C-stores and grocery
delis to capture a larger share of the dinner market. By embracing the
grocerant niche strategy of mix-and-match bundling, these retailers can empower
consumers with the choice, personalization, and convenience they seek. With
bold flavors, innovative merchandising, and a focus on fresh prepared meal
components, convenience stores and grocery delis are well-positioned to answer
the question, "What's for dinner?"—and in doing so, secure their
place at the heart of the modern family meal.
Are
you looking for a new partnership to drive sales? Are you ready for some fresh
ideations? Do your food marketing tactics look more
like yesterday than tomorrow? Visit GrocerantGuru.com for more information
or contact: Steve@FoodserviceSolutions.us Remember success
does leave clues and we just may have the clue you need to propel your
continued success.
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