Its 4 PM: your customers are just beginning to think about what's for dinner. Eighty-one percent of American consumers are unsure about what's for dinner; the opportunity is yours for the asking. Consumers are looking for high quality ready to eat foods and ready to heat meals… I coined them as ready-2-eat and or heat-N-eat. Consumer trends point to this - what today's time starved consumer wants is to purchase meal components that they can bundle into a customized family meal that will please everyone without spending time cooking.
Food is Everywhere
Where at one time you purchased your food at the grocery store, channel blurring has created food to be everywhere! Consumers today have the opportunity to purchase high quality chef prepared ready-2eat and heat-N-eat food from independent restaurants, grocery stores, chain drugstores (Walgreens) convenience stores, chain restaurants and non-traditional food retailers the ilk of Amazon.com and food trucks. At the convergence of all of these new and legacy meal component points of distribution you find the Grocerant niche.
What is a Grocerant?
The grocerant niche refers to prepared food that is portable, ready-2-eat or heat-N-eat food that is deemed "better for you food". The consumers are finding grocerant niche food in grocery store deli sections including Whole foods, Trader Joes, Safeway Lifestyle stores, Central Market and Wegmans Market Café . Not to be left out, convenience store segment has grocerant pioneers in the brand names of Wawa, Sheetz, Rutter's Farm Stores, and 7 Eleven. Finally chain restaurants and independent restaurants around the world complete the circle of grocerants.
Successful foodservice operators today understand that differentiation in menu items and food products doesn't mean different, rather it means familiar with a twist; taking ordinary daily menu items, adding contemporary relevance. Then presenting, brand positioning and pricing competitively; these are the universal footprints of success found within the grocerant niche.