From TV Dinners to Grocerant Meals: How Mix & Match Dining Became America’s Go-To Dinner Solution

 

For decades, Americans have been asking the same question: What’s for dinner? In the 1950s, Swanson’s iconic TV Dinner answered that question with pre-portioned frozen meals served in aluminum trays—an innovation that promised convenience at a time when more women were entering the workforce. Fast forward to today, and the question still lingers, but the answer has evolved into something fresher, faster, and more customizable: Mix & Match Meal Components.

According to Foodservice Solutions® Grocerant Guru® Steven Johnson, meal planning begins for most Americans close to 4 PM, just as the workday winds down. The latest Grocerant ScoreCards reveal that 83.2% of consumers don’t know what’s for dinner at 11:30 AM, and by 4 PM, 64.7% are still undecided. This uncertainty fuels a massive opportunity for retailers and restaurants alike.

Figure 1: Consumers Unsure About Dinner Plans

Even by 4 PM, nearly two-thirds of Americans still don’t know what they’ll eat for dinner.

 

The Rise of Time-Starved Consumers

Consumers today are not only strapped for time but also demanding more quality, personalization, and variety. Just as the frozen entrée defined convenience in the mid-20th century, Ready-2-Eat and Heat-N-Eat fresh-prepared foods define convenience in the 21st. Instead of one-size-fits-all meals, shoppers want meal components they can mix and match to satisfy everyone at the table.

·       44% of consumers say they regularly assemble dinners from multiple foodservice outlets (e.g., picking up chicken from one place, sides from another).

·       65% of Gen Z and Millennials prefer customizable meal kits or bundles over fixed meals, reflecting their desire for individuality and flavor exploration.

·       The fresh prepared foods market is expected to top $100 billion annually in the U.S. by 2028, growing nearly twice as fast as center-store packaged goods. Figure 2: Customization Preferences by Generation

Younger consumers—especially Millennials and Gen Z—are driving demand for meal personalization.

 

Grocerant Evolution: Beyond the Grocery Store

Once confined to grocery store delis or convenience stores, the grocerant niche has now expanded into nearly every retail channel. Restaurants, drugstores, clothing chains, and even furniture stores are competing to be dinner destinations.

·       Restaurants: From McDonald’s and Starbucks to Olive Garden’s “Buy One, Take One” pasta deal, restaurants are doubling as take-home meal hubs.

·       Drugstores: Walgreens has blurred lines by selling fresh sushi, salads, and yogurt at select locations.

·       Convenience Stores: Wawa, Sheetz, and 7-Eleven continue to thrive by packaging meals attractively for “food for later.”

·       Clothing & Furniture Stores: Tommy Bahama and Nordstrom have added in-store restaurants, while Ikea sells $2B annually in food—proof that dining drives retail traffic.

Figure 3: Market Growth Comparison

Fresh prepared foods are projected to grow nearly twice as fast as traditional packaged CPG goods through 2028.

 

Packaging, Perception, and the Experience Gap

One of the biggest challenges in the grocerant space remains presentation. Unlike restaurant meals plated for immediate consumption, many supermarket hot bars and take-out counters struggle to maintain visual appeal. Research shows:

·       72% of consumers say visual presentation impacts their purchase decision for prepared meals.

·       Retailers investing in upgraded packaging and display solutions see 15–20% higher repeat purchases.

·       Chains like Wawa succeed because they control the full consumer food package, ensuring consistency and appeal.

 

Global Trends and Consumer Behavior

From airport kiosks in Asia to mall food halls in Europe, the grocerant trend is spreading worldwide. Shoppers increasingly want restaurant-quality food without restaurant time commitments—a shift accelerated by hybrid work schedules and rising food delivery options.

Expect to see more retailers offering not just meals but meal-building platforms where entrees, sides, and desserts are modular, portable, and often tech-enabled for ordering and delivery.

 

Think About This

Dinner in America is no longer just about the meal—it’s about the mix. Whether it’s a parent picking up pasta from Olive Garden and pairing it with a Trader Joe’s salad, or a college student grabbing Wawa mac and cheese to go with a Starbucks latte, the grocerant lifestyle is here to stay.

As Steven Johnson, Grocerant Guru® notes, “It’s not about cooking less—it’s about eating smarter. Mix & match meal components empower consumers to save time while still creating meals that feel personal and complete.”

 

👉 For more insights on the 5P’s of Food Marketing—Product, Placement, Price, Portability, and Personalization—visit Foodservice Solutions® or connect with Steven Johnson on LinkedIn, Facebook, or Twitter.