How Grocerant Is Changing the Way You Eat Dinner

Prepared Food With Portability Is Driving Retail Food Success

Walgreens fresh foods focus on busy moms and urban customers
Walgreens fresh foods focus on busy moms and urban customers. Distinctive differentiated foods are segmented by day part for both the office worker for lunch and meal components for them to take home for dinner. Walgreens

If you are ready to eat there is a very good chance you are looking for freshly prepared multi-flavor, multi-ethnic Grocerant meal components.

What Is a Grocerant?

What it sounds like — part grocery, party restaurant.

Grocery stores, Convenience Stores, Restaurants and Chain Drug Stores are all selling ready-to-eat and heat-n-eat fresh prepared food. 

The Grocerant niche continues to grow with companies like Central Market, Whole Foods, Wegmans and 7 Eleven entering the fresh prepared better for you space.

 Meal time is now becoming a time of convenient meal participation, with differentiation and individualization for the entire family. 

Heat-N-eat and ready-2-eat fresh prepared food with portability is driving retail food success. Where are you shopping for your food today is not the same place your mother was nor is the meal prepared the same way.

As long as multi-generational family's gather for meals together, the demand for more divergent flavors continues to permeate.

Key takeaway: Grocerant mix-and-match bundled meal component offerings allow for increased family integration, understanding and acceptance in less time without a required cook from scratch skill set. 

Consumers Today are In and Out of Fast Food Restaurants

The average time spent inside a McDonalds in the 2,000 was 11 minutes. Today 65+ percent of all McDonald's food is sold via the drive-thru. U.S. fast-food chains are increasingly remodeling restaurants to garner additional drive-thru customers inside and increase sales, simply because the drive-thru can't hold all the cars.

According to the New York Times Magazine - McDonalds Came Back Bigger Than Ever McDonald's Corp. saw a 50 percent increase in sales during the first quarter of 2012 after opening a remodeled restaurant in Riverside, California, that features a new décor, solar panels on the carport, and ceiling panels that contain L.E.D.

lights. During the first 12 months, sales at this restaurant increased 20 percent overall.

Food Has Gone to the Drug Stores

Walgreens is creating and bundling distinctive differentiated food consumable's as an entity with identity by day part in a mix and match meal component format in select urban setting targeted at both the office worker for lunch and meal components for them to take home for the family dinner. It is a successful program.

With over 7,550 units operating in the United States Walgreens has the potential to become the most disruptive force in food retailing in 50 years. Walgreens with its modular mid-sized footprint is garnering customers from both restaurants and grocery stores.

Consumers Want Easy to Prepare Meals

In the 1940's cooking from scratch was the normal. The average home cooked meal took 150 minutes to prepare. Everyone sat down at the table and enjoyed it or not but they all ate the same thing. Today's "home cooked meal" takes on average less than 30 minutes to prepared. In most cases, at least two different entrées are served.

The multi-ethnic makeup of families is creating a demand for more varied flavors and requiring additional cooking skills that consumers often don't here.

 The new startups offering meal delivery and meal kit delivery have proven the demand for interesting, easy to cook and ready-to-eat food. It's up to supermarkets to deliver on this trend.

Is your focus family dining? Are you selling meals or meal components for Take-Out, delivery or Take-Away?

More often than not the multi-generational family today is multi-ethnic as well. Lacking the skill set to prepared fresh prepared multi-ethnic meal components at home coupled with the time, it takes to prepared a home cooked meal it is clear the buying habits of consumers will continue to evolve.

Opportunity: Bundling mix and match meal components into a meal is one key driver within the grocerant niche. Given that most American families are comprised of multi-cultural background. The fight for a share of the stomach will only intensify.