More than one-third of consumers do not recognize their local grocer as a foodservice option due to a lack of menu choices, according to FMI’s latest report, 2021 Power of Foodservice at Retail. In addition, 55 percent of consumers are seeking a mix of semi- and fully-prepared items from their grocer.
The report also revealed that there are significant disparities among generations in how they want to engage in retail foodservice ordering. Gen Z customers tend to prefer using their phone (49 percent) or a kiosk (31 percent) to order versus from a person (20 percent.) This is compared to 89 percent of Boomers who prefer ordering from a person.
“Grocery foodservice is at a competitive inflection point when we look at the state of the U.S. food dollar and the fact that 59% of Americans expect to cook as many meals at home as they do now,” said FMI vice president, fresh food, Rick Stein, in a statement. “The analysis suggests grocers are positioned to be the ultimate mealtime solution in that 39 percent of consumers view retail foodservice as a substitute for a both a home-cooked meal and a restaurant meal.”
Stein continued, “Grocers confidently acknowledge the power in convenience-driven retail foodservice, as these programs continue to serve as differentiation strategies for their businesses. As evidenced in this analysis, with the right formula that caters to the customer with supportive technology, food retailers can increase their significance as a destination for health, well-being and meal solutions.”