For years, I have talked about what I call the “65-Inch HDTV
Syndrome.” Today, in 2026, that concept has become even more relevant as
consumers continue to redefine where, when, and how they eat.
Restaurant customer traffic remains under pressure across much of
the industry. While menu prices have increased significantly over the past
several years, consumers have become far more selective about where they spend
their food dollars. They’re not eating less—they’re simply eating differently.
That shift continues to fuel growth within the grocerant niche,
where grocery stores, convenience stores, club stores, drug stores, dollar
stores, restaurants, and digital-first food retailers all compete by offering
Ready-2-Eat and Heat-N-Eat fresh prepared meals and meal components.
The lines separating retail foodservice categories have
permanently blurred.
The winner is no longer determined by whether you’re a restaurant
or a grocery store.
The winner is determined by who creates the most compelling
combination of quality, convenience, personalization, portability, speed, and
value.
The
65-Inch HDTV Syndrome
Today’s consumers have invested heavily in creating an
entertainment experience at home.
●
Large-screen televisions…
●
Streaming services…
●
Gaming systems…
●
Sports packages…
●
Premium coffee…
●
Home delivery…
Consumers no longer need a special occasion to stay home.
Instead of going out, millions now choose to bring
restaurant-quality meals home.
That is the essence of the 65-Inch HDTV Syndrome.
Consumers still crave great food. They simply want to enjoy it
where they are most comfortable—with family and friends, watching sports,
movies, or binge-worthy streaming series.
The home has become America’s favorite restaurant.
Consumer
Behavior Has Fundamentally Changed
Recent research continues to reinforce this long-term trend.
Circana data throughout 2024 and 2025 showed that roughly 80% of
evening meal occasions originate from home, whether the meal is cooked from
scratch, assembled from fresh prepared foods, delivered, or picked up on the
way home.
FMI research also indicates consumers continue to purchase more
prepared foods from supermarkets than they did prior to the pandemic, while
convenience stores continue expanding premium fresh food offerings that compete
directly with quick-service restaurants.
Meanwhile, delivery, mobile ordering, curbside pickup, and digital
loyalty programs have become expected—not differentiators.
Consumers no longer ask, “Can I order digitally?”
They ask, “How quickly can I get exactly what I want?”
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The
New Value Equation
For years I’ve maintained that consumers constantly reset the
relationship between price, value, and service.
Today, that equation has evolved.
Foodservice Solutions® Consumer Value Formula:
(Mobile Ordering + Digital Payments + Frictionless Pickup +
Delivery + Loyalty Rewards)
÷
(Price + Food Quality + Speed +
Convenience + Personalization)
=
Consumer Value
The highest-value brand isn’t necessarily the lowest-priced.
It’s the brand that removes friction while consistently delivering
fresh food consumers trust.
The
Five P’s Have Never Been More Important
The retailers winning today understand that success depends on
executing The Foodservice Solutions® Five P’s of Food Marketing:
●
Product
●
Packaging
●
Placement
●
Portability
●
Price
Each P supports the others.
Packaging must preserve freshness.
Placement must maximize convenience.
Portability must support today’s mobile lifestyles.
Price must reflect perceived—not just actual—value.
Consumers increasingly assemble meals rather than purchase
complete meals. They mix restaurant entrées with grocery store side dishes,
convenience store beverages, club-store desserts, and bakery items from another
retailer.
Meal assembly has become mainstream.
Fresh
Continues to Outperform Frozen
Consumers continue to gravitate toward foods they perceive as
fresher, healthier, and less processed.
Prepared foods departments inside supermarkets have become
destinations rather than afterthoughts.
Convenience stores continue upgrading kitchens, adding
made-to-order sandwiches, fresh pizza, salads, bowls, chicken, sushi, and
premium beverages.
Warehouse clubs continue expanding grab-and-go meals.
Dollar stores are increasing refrigerated and frozen prepared meal
offerings.
Even apparel retailers, travel centers, entertainment venues, and
non-traditional retailers continue adding foodservice to increase customer
frequency.
Fresh prepared food has become one of retail’s
strongest traffic drivers.
Technology
Is Accelerating Customer Migration
Artificial intelligence, predictive ordering, personalized digital
offers, retail media networks, and advanced loyalty platforms are helping
retailers deliver more relevant offers to individual consumers.
Consumers increasingly expect:
●
Personalized promotions
●
Digital ordering
●
One-click payment
●
Fast pickup
●
Delivery
●
Meal recommendations
●
Bundle offers
●
Subscription value
Technology is no longer a competitive advantage.
It is simply the price of admission.
The
Competition Isn’t Across the Street
Restaurants often believe they’re competing with another
restaurant.
They’re not.
They’re competing with:
●
Grocery prepared foods
●
Convenience stores
●
Club stores
●
Meal kits
●
Delivery marketplaces
●
Warehouse retailers
●
Dollar stores
●
Home meal replacement
●
Consumer refrigerators already stocked with fresh prepared foods
The competitive battlefield has expanded dramatically.
Every retailer selling fresh prepared food is
competing for the same dinner occasion.
The
Future Belongs to Meal Solutions
Consumers don’t wake up wanting another restaurant.
They wake up needing solutions.
●
Solutions that save time.
●
Solutions that satisfy every member of the family.
●
Solutions that require little cleanup.
●
Solutions that fit today’s budget.
Consumers increasingly customize meals by combining Ready-2-Eat
and Heat-N-Eat foods from multiple retailers into one family meal.
That is the essence of the Grocerant strategy.
It’s no longer about selling a product.
It’s about solving dinner.
As I’ve said for years, the future belongs to retailers and
restaurants that help consumers assemble personalized meals quickly,
conveniently, and confidently.
Three
New Insights from the Grocerant Guru®
1.
Winning dinner today means winning the trip—not just the
transaction. Retailers that bundle entrées, sides, beverages, desserts, and
meal components into simple meal solutions consistently increase basket size,
customer satisfaction, and repeat visits.
2.
Convenience has become the new form of hospitality. Consumers increasingly define
great service by speed, digital ease, personalization, and frictionless pickup
rather than table service alone. Brands that remove obstacles create stronger
customer loyalty.
3.
The next decade belongs to retailers that master fresh prepared
food. Whether
grocery stores, convenience stores, restaurants, club stores, or emerging
retail formats, those investing in Ready-2-Eat and Heat-N-Eat fresh meal
solutions, supported by strong digital engagement and the Five P’s of Food
Marketing, will capture a growing share of America’s dinner occasions.
For corporate consulting, executive
presentations, educational forums, or keynote presentations on the future of
food retail, contact Steve@FoodserviceSolutions.us
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