Fresh Food Is the New Fast Food: Why Grocerants Are Winning Customers and Profits

 

The evolution of Ready-2-Eat (RTE) and Heat-N-Eat (HNE) fresh prepared food has transformed retail foodservice. Once a niche, these fresh food options are now a multi-billion-dollar driver of top-line sales and bottom-line profits across supermarkets, convenience stores, and restaurants, according to Steven Johnson, Grocerant Guru® at Tacoma, WA–based Foodservice Solutions®.

Here’s the reality: consumers no longer see “fast food” as burgers and fries—they see it as fresh, convenient, and accessible meals they can grab in minutes without sacrificing quality.

The Numbers Don’t Lie

·       The global ready-to-eat food market is projected to hit $525 billion by 2027 (Fortune Business Insights).

·       In the U.S., over 64% of consumers now purchase prepared meals from grocery stores weekly (FMI, 2024).

·       Millennials and Gen Z drive the trend: 72% say they prefer “grocerant” prepared foods over traditional restaurant takeout for convenience and perceived health benefits (Datassential, 2023).

·       Retailers offering fresh prepared options see an average check increase of 15–20% compared to legacy menu categories.

Are You a Retailer Looking One Customer Ahead?

Legacy retailers often cling to outdated brand protectionism, but today’s consumers are dynamic, not static. What worked in 1980—or even 2010—no longer resonates. Customers demand speed, freshness, and relevance.

Key takeaway: evolve with your customers or risk losing them. The “share of stomach” battle is being won by those investing in fresh, flexible, on-the-go dining solutions.

Why Fresh Prepared Food Is a Springboard for Growth

·       Drives frequency: Customers return more often when they know fresh meals are waiting.

·       Boosts team morale: Growth energizes employees, creating a buzz customers can feel.

·       Increases profitability: Grocerant offerings can turn slow periods into profit centers.

Doing nothing? That’s boring.
Doing more of the right something? That’s soaring.

Consumer Relevance = Change

Consumers reward brands that take risks and innovate. “Doing no harm” by standing still is the fastest path to irrelevance. Fresh food retailing is evolving at breakneck speed—your brand must keep up.

Action Creates Opportunity

Limited-time offers (LTOs), menu innovations, and grocerant integration strategies don’t just grow sales—they test and strengthen your brand for the future. The companies that adapt now will become the leaders of tomorrow’s food marketplace.

Ready to Evolve Your Brand?

Foodservice Solutions® specializes in helping retailers identify, quantify, and implement winning grocerant strategies. Whether you’re a supermarket, C-store, or restaurant, we’ll help you capture the fresh prepared food opportunity and grow both customer counts and check averages.

👉 Visit us today:

·       Facebook.com/Steven Johnson

·       LinkedIn.com/in/grocerant

·       Twitter.com/grocerant

📞 Or call now to schedule a consultation—don’t let your brand be left behind.