FMI-The Food Industry Association is out with its Power of Foodservice at Retail 2022 report, suggesting that the stars are aligned for food retailers to “compete for consumers’ food dollars by maximizing value, nutrition and convenience, while clearly communicating these benefits to consumers”
Key insights from the report:
• “As inflation continues to affect Americans’ budgets, shoppers are preparing more meals at home – focusing on weekly meal planning and scratch cooking. Fifty-three percent say grocery foodservice items are a good value compared to eating at a restaurant or ordering takeout. Retailers are well-positioned to capitalize on consumer needs by supporting shoppers’ meal planning through targeted strategies, like suggesting different meal themes by day, expanding the variety of meal bundles and total meal solutions and promoting meal components for specific dishes.”
• “A growing number of shoppers are ranking nutritional value highly when considering foodservice options. Fifty-eight percent of consumers are interested in vegetables or other healthy options, but only slightly more than a third (36%) are very satisfied with the nutrition levels of current foodservice offerings. Consumers suggest retailers can satisfy their palates by reducing the number of fried foods and adding more plant-based options. The study also finds grocers can attract shoppers to new and existing nutritious options by promoting them on in-store signage, printed circulars, store apps and social media channels.”
• “The report reveals retailers should consider adopting restaurant-style amenities. For example, 50% of shoppers say the ability to order grocery foodservice items in advance through a mobile app or website and pickup at an inside pre-order station is appealing. Drive through lanes (48%); a separate checkout in the foodservice area (44%); delivery by the grocery store (42%); and outside pickup stations (38%) are other potential offerings to attract grocery shoppers to foodservice.”
“It’s our opportunity to put grocery foodservice on the map,” said FMI’s vice president of fresh foods, Rick Stein, in a prepared statement. “At a time when consumers are rethinking where to put their food dollars, retailers need to demonstrate the value of grocery foodservice and exceed expectations.”
KC’s View:
Without benefit of actually having done a study, I’ve been arguing this a lot lately – that especially now, as restaurants and some misguided members of the media suggest that it somehow is a better deal to eat meals out rather than at home, it is time for supermarkets to press the case that on a variety of levels, they offer far greater value.
There are some that do this. There are some that have done it for years. But there are many that need to have a fire lit under them, as competitors seek to steal share of stomach.
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