Portability Is a Key Component of Fresh Food Marketing

 

Fresh Hand-Held meals are driving the growth of the Ready-2-Eat and Heat-N-Eat segments within the food sector according to Steven Johnson Grocerant Guru® at Tacoma, WA based Foodservice Solutions®. Fresh food with portability is more than a trend — it is a cornerstone in the undercurrents of change reshaping the retail foodservice sector today.

There is now little doubt that success in the food industry can be traced back directly to Foodservice Solutions®’ 5 P’s of Fresh Food Marketing. Grocerant Guru® Steven Johnson first identified, quantified, and qualified these 5 P’s—and then helped foodservice operators (full-service restaurants, chain drug stores, grocery retailers, QSRs, c-stores) to implement them. The 5 P’s are:

1.       Positioning

2.       Packaging

3.       Product

4.       Pricing

5.       Placement

Johnson’s process is powered by a continuous cycle: Build → Measure → Lean → Repeat—a method he has proven time and again in real-world retail food operations.

After repeated successful adoption by operators, Technomic conducted qualitative and quantitative research validating the critical importance of portability. Their infographic Pertinence of Portability showcased insights reinforcing what the Grocerant Guru® has long taught.

·       Technomic found that 51% of U.S. consumers order food-to-go at least once a week.

·       When ordering breakfast on-the-go, 56% of consumers ranked portability as a key consideration.

·       Between 2012 and 2014, the consumer ranking of portability importance for snacks climbed from 55% to 60%.

These findings offered early validation for applying the 5 P’s framework in the context of consumer mobility and convenience.

 

Portability in 2025 — Evolving But More Vital Than Ever

Fast-forward to 2025, and the data landscape has shifted—but portability’s prominence has only increased.

·       Technomic’s Off-Premise Dynamics research underscores that takeout, pickup, and delivery remain essential for foodservice growth — placing portability front and center.

·       Faced with consumer uncertainty, operators are leaning heavily on LTOs and value-focused offerings to drive traffic.

·       While overall industry growth is constrained (1 % real, 1.8 % operator-level), foodservice operators are eyeing rebound opportunities.

·       The Technomic TIndex has hit 2025 highs, signaling improving performance in foodservice.

·       In State of the Menu 2025, Technomic highlights that LTOs are now embracing mini-sized, multiprotein, hybrid dishes—formats ideally suited for on-the-go consumption.

·       From Grocerant Guru’s perspective:

o   Portable fresh meals are now mainstream, not niche.

o   Retailers enhancing experience (e.g. AI kiosks, predictive inventory) report foot traffic uplifts of up to 20 %.

o   Approximately 83.2% of meals served at home now include at least one Ready-2-Eat or Heat-N-Eat component.

o   Screen-mediated eating habits (“65-inch HDTV Syndrome”) continue to exert influence over portable food design and consumption.

This wealth of updated evidence only reinforces the original premise: portability is now a strategic condition for relevance rather than a supplementary benefit.

 

How Portability Fits into the 5 P’s — Updated Through the 2025 Lens

P	Evolved Role in 2025	Implications for Retail Foodservice
Positioning	Portability must be baked into the brand promise (e.g., “fresh, handheld, just-for-you”)	Brands that communicate portability clearly will connect better with on-the-go consumers
Packaging	Intelligent, modular, temperature-retaining packaging (smart films, freshness indicators)	Packaging becomes a profit center, not just a cost
Product	Micro-portables, multi-protein bowls, fusion handhelds, snack-meal hybrids	Flexibility in format is key to meeting micro-moment demands
Pricing	Dynamic pricing, modular add-ons, micro-portion pricing	Precision in pricing enables value perception and margin protection
Placement	Grab-and-go display zones, in-aisle pods, transit pop-ups, micro-fulfillment lockers	Spatial and logistical optimization will drive distribution advantage

By threading portability across all 5 P’s, retailers and operators can create a self-reinforcing growth engine built around consumer mobility.

 

Three Future-Driven Insights from the Grocerant Guru®

1.       Micro-portables will replace macro containers
The next frontier is not just handheld meals, but ultra-compact, modular, snack-size formats — and they will displace bigger packaged meals in many contexts. Expect consumer adoption of mini wraps, single-serve layered jars, or collapsible trays. Retailers who reformat their merchandising for micro-portables (denser displays, modular cross-sells) will capture more frequent buyer occasions.

2.       Portability + Personalization is the growth nexus
Portable formats will increasingly become “choose-your-own” structures. AI-driven kiosks or mobile apps will let consumers build a compact, portable meal from protein, carb, sauce, and side modules — optimized in real time for price and margin. The moment of choice becomes your most powerful P.

3.       Portability will emerge as a competitive barrier
Over time, portable capability will become a differentiator hard to replicate. Operators with scale in logistics, packaging innovation, and real-time inventory systems will create a moat around portable fresh food offerings. Brands that delay adopting high-efficiency portable formats risk losing shelf and footprint access to more nimble, portable-first competitors.

Call to Action

Foodservice Solutions® remains uniquely positioned to help retailers and operators turn portability from a feature into a growth engine. If you're ready to evolve your fresh-prepared strategy—and embed the 5 P’s of Fresh Food Marketing into your DNA—contact us:

Phone: 1-253-759-7869
Website: www.FoodserviceSolutions.us
Email: Steve@FoodserviceSolutions.us

Let’s design portable, differentiated, and profitable fresh food solutions together — and ensure your brand thrives in this new era of convenience-driven consumption.

Restaurant Leaders Confront the Future: Why Reinvention, Not Nostalgia, Will Define the Next Era of Dining

 

As chain restaurant executives gather in Chicago, the stakes have never been higher. Traditional strategies rooted in brand protectionism are crumbling under the weight of rising costs, labor shortages, and fierce competition from non-traditional food outlets. According to Steven Johnson, the Grocerant Guru® at Foodservice Solutions®, the path to survival is not resistance but reinvention. In an increasingly consumer-driven, convenience-first economy, success will favor those who extend their brands beyond the dining room, embrace technology, and meet customers where they live, work, and shop. The future of foodservice belongs to those willing to break old molds—and build a new, broader definition of what it means to be a restaurant.

 

Understanding the Shifting Landscape of the Food Industry

As restaurant chain executives gather in Chicago, they do so under a cloud of urgent uncertainty. They stand at a critical inflection point: either recalibrate their strategies to meet today’s consumer realities or risk falling behind in a marketplace that is changing faster than ever before.

The food industry is undergoing seismic shifts, fueled by evolving consumer behaviors, economic pressures, and the accelerated rise of non-traditional food distribution channels. Historically, restaurants clung to brand protectionism—leaning on the comfort of familiarity and consistency. But today, the competitive battleground has expanded well beyond the traditional four walls of a restaurant.

Grocery stores, convenience stores, dollar stores, and even drugstores have stepped aggressively into the fresh prepared foods space, competing not just on price, but also on quality and convenience. The battle is no longer restaurant vs. restaurant—it's a broader fight for share of stomach.

Steven Johnson, the Grocerant Guru® at Foodservice Solutions®, has long foreseen this shift. "Consumers are voting with their wallets—and increasingly with their time," Johnson notes. "They are looking for frictionless experiences that combine value, quality, and convenience. Restaurants that fail to adapt to these evolving expectations risk irrelevance."

 

Key Challenges Facing the Industry

Today's restaurant operator is navigating a perfect storm of pressures. Their concerns are real, their frustrations understandable.

1. Labor Shortages
Hiring and retaining staff has become one of the industry's greatest pain points. Operators face wage inflation, worker burnout, and a labor force attracted to more flexible gig economy roles. Many restaurateurs feel trapped—unable to provide both the wages employees demand and the affordability consumers expect.

2. Escalating Packaging Costs
Supply chain disruptions, coupled with rising consumer demands for sustainable solutions, have made packaging more expensive and complicated. Operators are caught between wanting to "do the right thing" for the planet and maintaining margins that are already razor thin.

3. Soaring Utility Expenses
Skyrocketing energy costs are squeezing restaurant P&Ls. The fixed costs of operating a dining room—especially in older, energy-inefficient buildings—are making it harder to stay profitable.

4. Declining Consumer Sentiment
With economic headwinds buffeting household budgets, many consumers are opting for grocery-prepared meals, frozen entrees, and meal kits over a night out. Restaurants are no longer just competing with one another—they're competing with every shelf in the grocery store.

5. Rise of Non-Traditional Competitors
Fresh meals at dollar stores. Sushi at gas stations. Rotisserie chickens from grocery chains. Consumers now see excellent alternatives to dining out at nearly every retail corner.

As Johnson puts it, "Today’s competitor isn’t just the burger joint down the street. It's the convenience store offering a hot, affordable meal with no wait time. It's the grocery deli with fresh, ready-to-serve family meals."

 

A Leadership Response: The Grocerant Guru’s Vision for the Future

Despite the daunting challenges, there is a path forward. Johnson offers an encouraging reminder:

"The restaurant industry has always been resilient. But resilience now demands reinvention, not resistance."

According to Johnson, success will favor those leaders who demonstrate agility, empathy for evolving customer needs, and courage to embrace a broader food ecosystem.

Today's successful operator must extend their brand beyond the dining room—becoming part of a consumer's daily food journey rather than demanding that consumers come to them.

 

Five Reasons for Optimism

1. Consumers Still Crave Freshness and Connection
Even in an era of convenience, the human desire for high-quality, freshly prepared food remains strong. Restaurants that evolve their service models—offering meal kits, portable family meals, or restaurant-quality grab-and-go options—can meet customers where they are, without losing their culinary identity.

2. Technology and Automation Offer Relief
AI-driven ordering, robotics in food prep, and predictive analytics are no longer future trends—they’re current tools helping restaurants streamline operations, manage labor costs, and personalize guest experiences.

3. Multi-Channel Distribution Unlocks Growth
Forward-thinking restaurant brands are exploring partnerships with grocery stores, meal kit companies, and even airport and hotel operators. Extending the brand beyond traditional real estate opens up exciting revenue streams.

4. Sustainable and Ethical Practices Create Loyalty
Today’s consumers want brands that align with their values. Restaurants that embrace eco-friendly packaging, transparent sourcing, and menu personalization can win not just one-time transactions, but lasting relationships.

5. Innovation Remains the Industry's Lifeblood
From virtual brands and ghost kitchens to loyalty-driven subscription models, operators are finding new ways to delight customers. The innovators—those willing to rethink old paradigms—will define the industry's next golden age.

 

Walking the Hard Road Together

Empathy must guide industry leadership now. Many operators feel exhausted and stretched thin, not resistant to change but overwhelmed by it. The path forward isn’t about abandoning tradition—it’s about building new traditions rooted in today's consumer lifestyles.

As Johnson wisely observes:

"The future of food is not confined to a dining room. It’s not limited to a menu board. It’s an ecosystem. Restaurants that thrive will understand they’re not just selling a meal—they’re meeting a moment, fulfilling a need, becoming part of everyday life."

The gathering in Chicago isn’t just a conference—it’s a call to action. Operators who lead with empathy, agility, and vision will not just survive—they will redefine what success looks like in the new food economy.

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
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What Customers Value: A View from Restaurants, Convenience Stores, and Grocery Service Delis

 

In today’s evolving foodservice landscape, the definition of value has expanded far beyond just price. Consumers navigating restaurants, convenience stores, and grocery store delis are increasingly driven by a combination of fiscal mindfulness, time-saving solutions, and meal satisfaction. Yet the lens through which each customer base views value is shaped by both the location and lifestyle context of the purchase.

1. The Restaurant Customer: Value Beyond the Menu

From a restaurant customer’s viewpoint, value begins with affordability but doesn’t end there. The National Restaurant Association’s 2025 Off-Premises Report reveals a compelling shift in consumer mindset: although operators might assume convenience is king, 82% of delivery customers cite value offers—like deals and discounts—as a primary decision driver, ahead of loyalty programs or tech convenience.

Despite digital ordering surging in popularity, price dissatisfaction remains high: only 67% of delivery customers are satisfied with pricing. That disconnect points to a harsh reality—value perception erodes when third-party delivery fees or inflated menu pricing undercut the meal’s worth.

From the Grocerant Guru’s perspective, restaurants must reframe off-premises occasions as at-home meal experiences. Success lies in:

·       Offering limited-time offers (LTOs) and BOGO promotions.

·       Introducing discounted time-sensitive deals to capture off-peak traffic.

·       Enhancing perceived value with bundle meals that appeal to families or groups.

Consumers will wait. They’ll drive. But they won’t overpay. That’s the new restaurant value equation.

 

2. The Convenience Store Customer: Value is Fast, Flavorful, and Flexible

Convenience store customers, long stereotyped as speed-seeking impulse buyers, now crave quality bundled with affordability. In the grocerant space, value here means fast access to fresh, flavorful, mix-and-match meal components at a reasonable price.

The Grocerant Guru® has long tracked how C-stores are stealing share from fast-food chains by meeting customers where they are—both physically and psychologically. These customers define value through:

·       Speed with satisfaction—the meal must be ready in minutes but taste like it came from a kitchen.

·       Daily combo deals that rotate to avoid menu fatigue.

·       Portability and portion control, especially during lunch and snacking occasions.

Consider Wawa’s hot hoagie bundles, or Casey’s pizza-meal deals. Both leverage everyday value pricing with freshly made foods, drawing traffic during both peak and off-peak hours.

According to the Grocerant Guru®: “When convenience stores blur the line between fresh meals and fast service, they become the new local dining solution.”

 

3. The Grocery Service Deli Customer: Value is Familiarity, Freshness, and Family-Centric

The grocery deli consumer is often budget-conscious, time-strapped, and seeking meal anchors they can trust. These customers often enter the store knowing dinner must be solved—and solved fast.

Value in this channel means:

·       Meal component bundling—pairing protein, starch, and vegetable sides into ready-to-serve kits.

·       Transparent pricing that compares favorably to dining out.

·       Seasonal or event-specific deals like Sunday roasts, game-day platters, or holiday “family happy meals.”

The National Restaurant Association found that four in five off-premises customers would shift their order time if a discount were offered during non-peak hours. Grocery delis, with established shopper traffic patterns, are uniquely positioned to drive incremental purchases through:

·       Real-time markdowns on hot bar items near closing time.

·       Daily deal boards featuring rotating deli staples.

·       Cross-merchandising (e.g., a rotisserie chicken + side salad + artisan bread for $9.99).

As the Grocerant Guru® puts it, “The grocery deli isn’t about price alone—it’s about saving dinner without compromising tradition or taste.”

 

Consumer Value in 2025: Final Thoughts

Across all segments, value isn’t a static dollar amount—it’s a dynamic relationship between price, product, and perceived effort saved. Whether it’s:

·       A restaurant offering a weekday bundle for under $12,

·       A convenience store discounting pizza slices after 7 PM,

·       Or a grocery deli bundling lunch for four under $20—

Consumers are looking for value that aligns with their reality: one where time is short, money is tighter, and meals must still bring comfort.

 

Three Value Recommendations from The Grocerant Guru®

1.       Offer Dynamic Deals: Use time-sensitive discounts or real-time digital coupons to tap into off-peak ordering habits.

2.       Bundle Smarter: Bundle meals with drinks or desserts to increase the check average while reinforcing value.

3.       Empower Family Meals: Position value offerings as family-saving solutions—budget-friendly, fresh, and flavorful alternatives to fast food.

Want to discuss how to refine your value positioning in today’s foodscape? Let’s talk strategy with the Grocerant Guru®.

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Since 1991, Foodservice Solutions® has been the global leader in the Grocerant niche—helping brands identify high-growth strategies that resonate with modern consumers.

📞 Call 253-759-7869 or 📩 Email Steve@FoodserviceSolutions.us