After a year which saw food-to-go make a huge impact in convenience 2013 is shaping up to be more of the same, with many major suppliers gearing up to help retailers make more of their offering.
by Kevin Scott
Food-to-go was one of the biggest trends in 2012, and if manufacturers and many retailers have their way, it will play a major role in 2013 also.
Rustlers brand owner Kepak Convenience Foods has long championed the use of microwaves in-store (see our feature on p40 for more on this) to offer consumer the opportunity to have ‘Food For Now’ or ‘Food For Later’.
The company also says that retailers can generate incremental profits by ensuring their chiller is well stocked with food-to-go options and by installing a microwave so customers can heat and eat their purchases straight after purchase, according to Kepak Convenience Foods, home to the Rustlers and Zugo Deli Café brands. Angela Daulby, Channel Director for Kepak, comments: “Consumers are looking for food to eat on the move as their lives become increasingly busy. Him! CTP research showed that 79% of purchases in convenience outlets are made by shoppers on an ‘eat now’ mission, which highlights a huge opportunity for retailers.
Heat up sales with a microwave
“The Kepak branded microwave is an inexpensive addition to a store and can boost sales of hot snacking products without the concerns over waste, and the additional labour costs associated with food to go counters.” says Daulby.
Kepak Convenience Foods is boosting demand for hot food to go products in-store with the launch of its all-in-one microwave and stand.
The ‘Heat and Eat’ stand is pre-programmed to cook the best-selling Rustlers and Zugo’s Deli Café hot snacking SKUs, but can be used to cook any hot food to go products. It also comes with a built-in bin to keep the surrounding area tidy.
To help boost sales, Kepak is capitalising on growing demand for its products with major levels of brand investment including television advertising, major brand partnerships, nationwide sampling and NPD.
For retailers who want to go that one step further, there is the opportunity to offer bake-off products from a number of companies such as Lantmannen and Cuisine de France. Laura Smith, Retail Communications Manager for Cuisine de France, comments: “We know that a credible food-to-go offer will appeal to a broad customer base and can increase basket sizes, but the offer and the delivery have to keep moving forward as the bar rises. It’s a tricky thing to get your head around, but it’s really important not to worry too much about wastage of product. When shelves are full with product you’re likely to sell infinitely more stock and empty shelves actually turn customers away! It’s also important to trial new deals and products.”
With consumers’ increasingly busy lifestyles, time is often limited, meaning they are more often looking for snacks and meals on the go. Cuisine de France research shows that 58% of shoppers said they would like to see more food-to-go items available in their local convenience store . Variety in flavour is also a key element, with the nation becoming more experimental with exotic flavours. The brand is tapping into the emerging demand for Caribbean food its popular Levi Roots Pasties. Available in both chicken and beef variants, the pasties are available with a variety of eye-catching POS to ensure consumer awareness is high in-outlet.
New Smokey Bacon Sausage Roll and Corned Beef Slice cater for more traditional British tastes, whilst the innovative Hot Dog Baguette offers a more continental on-the-go treat.
