Food and drink on the move, also known as ‘Grab & Go,’ is big business for multiple grocery outlets of all sizes and a huge profit opportunity all round, with shoppers’ tastes inspired and appetites driven by the high street coffee shop and sandwich chains.
As retailers and suppliers intensify their quest for convenience sales across the product categories, leading food and drink manufacturers like Kepak, Britvic and Danone are dedicated to helping grocery retailers push their ‘grab and go’ food and drink sales to the max as part of their total offer.
Speaking of Kepak, the growing microwave snacking category provides retailers with an opportunity to make more money from their chiller cabinets with products for consumers to eat as soon as they get indoors. Among recent launches is the new Rustlers Gourmet Classic Burger in its premium brioche bun, a quality product that taps into the high street gourmet food trend.
The fridge and chiller equipment companies are committed to help retailers seize the Grab & Go opportunity. Moffat Catering Equipment has launched MHC Grab & Go Merchandisers, enabling retailers to present a range of tasty food to go items on a small footprint.
In our era of instant gratification, you can buy food and drink on the move in travel locations, service areas and petrol forecourts. After the supermarkets opened forecourt shops near their superstores, it was a logical step to attach small stand-alone supermarkets to forecourts, visited by drivers and pedestrian visitors alike. M&S and Waitrose’s entry in the last few years with M&S Simply Food and Little Waitrose has raised shoppers’ quality expectations no end and put pressure on the major supermarkets to improve their convenience offering.
Taking smaller stores first, shoppers’ visits to convenience format supermarkets are typically shorter and more focused than their visits to larger stores. These are places you generally visit to buy a small basket of items on your commute, often for consumption soon after you get home, rather than an extended shopping session. So inevitably there is a large element of ‘grab & go’ selection and buying by shoppers in these outlets.
By contrast, in larger format supermarkets the situation is the other way round: the planned destinations in these stores are the food, drink and non-food aisles, with items typically bought for the next few days rather than focusing on now. Paradoxically given their high shopper footfall, superstores are typically short of space front of house, putting the onus on retailers to make their Grab & Go propositions shout out loud at the entrance.