2025 Dinner Decisions: Will Consumers Cook in July—Or Will Grocerants Win the Plate?

 

1. The At-Home Cooking Resurgence

Home cooking is holding strong in 2025. Campbell’s reports that U.S. households are preparing dinner at home more than at any point since early 2020. But this isn’t a return to scratch cooking—it’s a reinvention of convenience.

·       89% of Americans say cooking at home is healthier and more affordable, per a Harris Poll–Flashfood study.

·       With food prices projected to rise 1.9%, families are leaning into “stretchable staples” like pasta sauces, broths, rice, and soups—up 4–6% in unit sales YoY.

·       Online platforms like Send a Meal and ShopRite’s digital deli are enabling families to order full meals or modular components—entrée, sides, dessert—saving time while preserving the comfort of a home-prepped dinner.

As Grocerant Guru® Steven Johnson puts it: “Today’s dinner isn’t about scratch or takeout—it’s about smart assembly. Families want to mix, match, and heat their way to a satisfying meal.”

2. Grocerants: The Real Dinner Disruptors

Forget the format—grocerants are defined by the experience. Whether it’s a drive-thru burger, a c-store pizza, or a grocery deli’s chicken alfredo, consumers don’t care where it comes from. They care about flavor, price, and service.

Restaurants as Grocerants

·       Off-premise dining is booming, but value is the new battleground. According to the National Restaurant Association, 82% of delivery customers prioritize deals and bundles over loyalty perks.

·       Restaurants are reframing takeout as at-home meal experiences, offering LTOs, family bundles, and off-peak discounts to stay competitive.

C-Stores as Grocerants

·       C-stores are redefining fast food with fresh, flavorful, and flexible meals. Think Wawa’s hoagie bundles or Casey’s pizza deals—ready in minutes, priced to move.

·       The Grocerant Guru® notes: “When c-stores blur the line between fresh meals and fast service, they become the new local dining solution”.

Grocery Delis as Grocerants

·       Grocery delis are no longer just about sliced meats—they’re meal hubs. From rotisserie chicken to global fusion bowls, they offer familiarity, freshness, and family-sized value.

·       Online ordering platforms now let shoppers build meals from components—entrée, sides, dessert—ready for pickup or delivery.

3. Tech-Enabled Mealtime: Discovery, Delivery & Digital Dining

A. Discovery & Selection

·       Meal kits are projected to hit $6 billion globally in 2025, with plant-based options leading growth.

·       TikTok trends like “swalty” and global spice fusions are shaping menus in real time.

B. Pickup, Delivery & Online Ordering

·       Grocerants across all channels are integrating online ordering with in-store pickup, offering complete meals or à la carte components.

·       AI-powered apps suggest meal bundles based on past purchases, dietary needs, and trending flavors.

C. Frictionless Checkout

·       Mobile payments and loyalty apps now dominate, with 72% of c-store transactions processed digitally.

·       Smart pantry tech is emerging, enabling auto-replenishment of key ingredients based on usage.

4. The Grocerant Guru®’s 2025 Strategy Brief

Steven Johnson outlines the winning formula:

·       Omnichannel meal support: Offer complete meals and modular components across restaurant, c-store, and grocery platforms.

·       Custom bundles: Let families mix and match based on dietary needs, portion size, and budget.

·       Tech-first convenience: AI menus, voice ordering, and smart carts are now baseline expectations.

·       Value with experience: Deliver restaurant-quality meals at grocery prices—without the prep or the wait.

> “Grocerants aren’t a format—they’re a mindset. They meet consumers where they are: hungry, busy, and value-driven.”—Steven Johnson, Grocerant Guru®

5. July 2025 Outlook: Who’s Poised to Win?

Grocerants—regardless of channel—are best positioned to win. The brands that blend flavor, price, and service into a seamless mealtime solution will capture the lion’s share of dinner dollars.

Strategic Moves:

·       Stock premium stretchables: Think Rao’s sauces, infused broths, and global grains.

·       Offer online meal kits and bundles: Let families build dinner from components or choose full meals.

·       Leverage social trends: Launch limited-time flavors based on TikTok insights.

·       Streamline checkout: Integrate loyalty, mobile pay, and reorder prompts.

Elevate Your Brand with Expert Insights

For corporate presentations, regional chain strategies, educational forums, or keynote speaking, Steven Johnson, the Grocerant Guru®, delivers actionable insights that fuel success.

With deep experience in restaurant operations, brand positioning, and strategic consulting, Steven provides valuable takeaways that inspire and drive results.

💡 Visit GrocerantGuru.com or FoodserviceSolutions.US
📞 Call 1-253-759-7869

Casey’s Evolving Success with Migrating Consumers

 

The convenience store landscape has undergone a dramatic transformation over the past two decades, evolving from a quick stop for fuel and packaged snacks to a robust competitor in the foodservice industry according to Steven Johnson Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.

Leading the charge in this evolution is Casey’s General Stores, a company that has strategically embraced the grocerant model—blending the convenience of a grocery store with the meal solutions of a restaurant. With a strong focus on high-quality prepared foods, particularly pizza, and an aggressive unit expansion strategy, Casey’s is capturing a growing customer base seeking mix-and-match meal solution.

A Historical Perspective on Casey’s Shift to Foodservice

Founded in 1968, Casey’s started as a small-town convenience store providing essential goods to rural communities. By the 1980s, the company recognized that foodservice was becoming a critical differentiator in the industry, particularly in smaller markets where dining options were limited. The introduction of Casey’s signature pizza in 1984 was a pivotal moment, setting the stage for its long-term success in prepared foods.

While many convenience stores traditionally relied on pre-packaged sandwiches and microwaveable burritos, Casey’s took a different approach—investing in fresh, made-to-order food. Over the next few decades, the company continued expanding its menu, adding breakfast pizza, bakery items, and eventually full meal bundling options. Today, Casey’s is the fifth-largest pizza chain in the United States by store count, a remarkable achievement for a company that started in fuel and packaged goods.

Expanding Share of Stomach

Pizza and Meal Bundling Driving Incremental Sales Growth

Pizza has remained the cornerstone of Casey’s foodservice success, consistently driving sales and customer loyalty. According to industry data, nearly 80% of Casey’s customers who purchase a pizza also buy additional items, reinforcing the strength of its bundling strategy. With meal bundling becoming an essential part of consumer purchasing habits, Casey’s has integrated complementary offerings like breadsticks, wings, and desserts, elevating its check average while enhancing customer value perception.

The results speak for themselves. In the third quarter of fiscal year 2025, Casey’s reported a 4.7% increase in same-store prepared food and dispensed beverage sales, with hot sandwiches seeing a 50% surge and bakery items growing nearly 10%. This growth is largely attributed to Casey’s ability to bundle fresh meal components into attractive value deals, which keep customers returning. The introduction of new chicken wings and fries further supports Casey’s efforts to create mix-and-match meal options catering to a variety of consumer preferences.

Expanding the Store Footprint and Capturing New Markets

While menu innovation is a critical factor, Casey’s unit growth strategy is equally impressive. The company has aggressively expanded, increasing its store count to approximately 2,900 locations across 17 states. The 2023 acquisition of 198 CEFCO convenience stores marked Casey’s most significant deal to date, bringing 148 new stores in Texas and an additional 50 in Alabama, Florida, and Mississippi. This expansion into the South presents new opportunities to introduce its signature pizza and bundled meal solutions to a broader audience.

Casey’s has long focused on rural and suburban markets, a strategy that has proven effective as traditional grocery stores struggle with rising operational costs. By positioning itself as a go-to destination for both fuel and fresh food, Casey’s continues to build a strong community presence, particularly in areas where quick-service restaurant options are sparse.

The Grocerant Model: A Future-Proof Strategy

The rise of the grocerant niche aligns perfectly with Casey’s growth strategy. As more consumers migrate away from traditional sit-down restaurants and toward quick, customizable meal solutions, convenience stores that offer high-quality prepared foods stand to gain significant market share. The data supports this shift—according to NACS, foodservice has now surpassed cigarettes as the leading revenue category in convenience stores, a trend that is expected to continue.

Casey’s has embraced this shift by focusing on fresh, restaurant-quality offerings while leveraging its existing convenience store infrastructure. With a well-established brand reputation for quality pizza and growing consumer demand for bundled meal deals, Casey’s is well-positioned to capitalize on the next wave of convenience-driven dining trends.

Looking Ahead: Continued Innovation and Growth

As Casey’s moves forward, the company’s commitment to food innovation, operational efficiency, and strategic expansion will remain central to its success. The company has achieved 11 consecutive quarters of reduced same-store labor hours, a testament to its ability to optimize operations while maintaining strong customer satisfaction scores.

With plans to add another 350 stores by the end of fiscal year 2026, Casey’s is poised to continue its dominance in the grocerant niche. By staying ahead of consumer trends and reinforcing its reputation for fresh, high-quality prepared foods, Casey’s is not only evolving but leading the industry into a new era of convenience-driven dining.

The success of Casey’s highlights a broader industry trend: the rapid transformation of convenience stores into foodservice powerhouses. As consumer migration continues to favor ready-to-eat and heat-and-eat meal solutions, Casey’s stands as a prime example of how a retailer can adapt, innovate, and thrive in an ever-changing market.

Success Leaves Clues—Are You Ready to Find Yours?

One key insight that continues to drive success is this: "The consumer is dynamic, not static." This principle is the foundation of our work at Foodservice Solutions®, where Steven Johnson, the Grocerant Guru®, has been helping brands stay relevant in an ever-evolving market.

Want to strengthen your brand’s connection with today’s consumers? Let’s talk. Call 253-759-7869 for more information.

Stay Ahead of the Competition with Fresh Ideas

Is your food marketing keeping up with tomorrow’s trends—or stuck in yesterday’s playbook? If you're ready for fresh ideations that set your brand apart, we’re here to help.

At Foodservice Solutions®, we specialize in consumer-driven retail food strategies that enhance convenience, differentiation, and individualization—key factors in driving growth.

👉 Email us at Steve@FoodserviceSolutions.us
👉 Connect with us on social media: Facebook, LinkedIn, Twitter

What value can be garnered by Food Retailers focusing on digital natives Gen Z and Millennials

 

Today, food digital gift cards are gaining popularity among Gen Z and Millennials, and there are several reasons why they matter to these younger consumers according to Steven Johnson Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.  Remember differentiation does not mean different. It means familiar but with a relevant focused twist.  Let’s take a look at some ideas:

1.       Convenience and Accessibility: Digital gift cards can be easily purchased online or through mobile apps. They eliminate the need for physical cards, making them more convenient for tech-savvy Gen Z and Millennials who prefer digital experiences.

2.       Reduced Risk of Loss: Millennials are more than twice as likely to lose traditional plastic gift cards compared to older adults. With digital gift cards, there’s no risk of misplacing or losing a physical card.

3.       Mobile Shopping Experience: Younger consumers, especially Gen Z, browse products quickly and convert more on mobile devices. Retailers that optimize their digital gift card solutions can engage these consumers effectively by providing the digital experience they crave.

That said, food digital gift cards offer convenience, reduce the risk of loss, and align with the preferences of Gen Z and Millennials who are comfortable with digital transactions. So, if you’re a restaurant or food retailer, offering digital gift cards can be a smart strategy to attract and retain these tech-savvy customers!

Once again there is more to Generation Z (Gen Z) and Millennials as they represent a significant consumer base, and restaurants can unlock value by catering to their preferences. Here are some additional insights on how to appeal to these digital natives:

Social Media Virality and Customization:

a.       Social media is where Gen Z often discovers new products and brands. Restaurants should leverage this by maintaining a strong digital presence.

b.       Brands that continuously update their menus can capture sales from viral moments. For instance, TikTok has been influential in driving sales for certain food items.

c.       Consider adding unique and shareable menu items that resonate with Gen Z’s desire for novel experiences.

Engaging Relevant Messaging:

a.       Gen Z values authenticity and purpose. Restaurants should communicate their brand story, values, and commitment to sustainability or social causes.

b.       Engage with Gen Z through relevant messaging on social media, emphasizing transparency and ethical practices. Showcasing your restaurant’s mission and impact can resonate with this audience.

Value Beyond Price:

a.       While affordability matters, Gen Z also seeks value beyond just cost. Highlight quality, freshness, and uniqueness in your offerings.

b.       Consider loyalty programs, personalized promotions, and exclusive experiences to create additional value for Gen Z customers.

Interactive Dining Experiences:

a.       Gen Z wants more than just a meal; they want a memorable story. Pop-up restaurants, themed nights, or interactive dining events can captivate this audience.

b.       Create immersive experiences that go beyond the plate, allowing Gen Z to engage with your brand in meaningful ways.

Creative Spins on Classic Foods:

a.        Gen Z appreciates creativity. Restaurants can differentiate themselves by offering inventive twists on familiar dishes. Think about fusion cuisine, unexpected flavor combinations, or playful presentations.

b.        Highlighting these creative spins can attract Gen Z diners who seek novelty and excitement in their dining experiences.

According to Johnson, restaurants can tap into Gen Z and Millennials’ spending power by embracing social media, creativity, relevant messaging, and experiences that resonate with their preferences. 

Don’t over reach. Are you ready for some fresh ideations? Do your food marketing ideations look more like yesterday than tomorrow? Interested in learning how Foodservice Solutions® can edify your retail food brand while creating a platform for consumer convenient meal participation, differentiation and individualization?  Email us at: Steve@FoodserviceSolutions.us or visit us on our social media sites by clicking the following links: Facebook,  LinkedIn, or Twitter